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I think what we have to do is begin with the strength of our message. We go to our content and decide what it is that is really the strongest feature of what we have to have offer. What’s the strength of what we have to offer? Is it reliability? Is it price? Is it comfort? Is it stability? Is it durability? What is it? Then, we go the moment before deliver that message and bring people’s attention to that concept whatever it is. That will make them receptive to the strength of our message – Robert Cialdini
Robert Cialdini is the author of Presuasion: A Revolutionary Way to Influence and Persuade