12. The Ultimate Persuasion Guide | "Yes! 50 Scientifically Proven Ways to Be Persuasive" by Goldstein, Martin & Cialdini
Books That Built Me
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The Power of Using 'Because'
This chapter explores the persuasive power of using the word 'because' in communication. It discusses how 'because' serves as a trigger word that provides a rationale or explanation, tapping into our need for certainty and understanding. The speakers share personal experiences and practical applications of using 'because' in sales negotiations and handling objections.
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