The Art of Persuasion

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Remember your first time? I bet it still gives you a little frisson. The way your hands shook and voice trembled. The tiny beads of sweat that dotted your forehead, the telltale signs of a first-timer. The sense of relief and satisfaction that came after. Peace of mind, really, that you had arrived, done the right thing, made your contribution. Maybe it was in the car, or at home, or in a phone booth. Wherever, whenever you made that first contribution to public radio, I bet it became a habit, something you had to do regularly, with generosity, and gusto.


Rosabeth Moss Kanter, professor Business Administration, Harvard Business School

Robert Cheldini, Regents Professor of Psychology at Arizona State University in Tempe, AZ

Beverly Schwartz, social marketing guru and Senior Vice President of Fleishman Hillard International Communications

Dr. Richard Geist, President, Institute of Psychology and Investing

and Ernie Boch Junior, quintessential closer.