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Chapter 4. Persuasion Starts with Credib... > THE THREE LEVELS OF CREDIBILITY

THE THREE LEVELS OF CREDIBILITY

Credibility must be built on three levels (see the credibility analysis tool kit). At the first level, you have to build your personal credibility. This involves selling yourself, demonstrating your mastery of issues, and speaking with flair and style.

At the second level, you have to sell the credibility of your ideas. If your propositions are controversial, you'll need valid evidence supported by independent research.


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