78 P E R S UAS I V E B U S I N E S S P ROPO S A LS Familiar Unfamiliar 3. Role in the decision process ("feel my feelings") Ultimate authority User Gatekeeper To appeal to and hold the interest of this broad spectrum of readers, you must balance many presentation skills, providing enough technical data to please the highly informed, detail-oriented customer, but not so much that visionaries will be bored or the uninformed audience intimi- dated. Adjusting for Personality Type The first factor about your decision maker is his or her personality type, by which I mean the individual's preferences regarding information gathering, information analysis, and communication styles. In fact,