There's a difference between a mystery and a question. Questions demand answers, but a mystery demands something more valuable-explanation.

A few years ago, the Bose Acoustics Corporation had a new product, the Bose Wave Music System. And their ad campaign for it was not successful until they changed one thing. At the top of the ad they said, "Hear what you've been missing." And that caused the skyrocketing of the interest in purchasing of the product. Why? Because with something new, people are uncertain, and when they are uncertain, they want to avoid losses.

Our best evidence of what people truly feel and believe comes less from their words than from their deeds.

There's a difference between a mystery and a question. Questions demand answers, but a mystery demands something more valuable-explanation.

Pre-suasion is the practice of getting people sympathetic to your message before they experience it.

By concentrating our attention on the effect rather than the causes, we can avoid the laborious, nearly impossible task of trying to detect and deflect the many psychological influences on liking.

Presuasion is what you say immediately before you deliver your message that leverages your success tremendously.