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Contents Preface vii SECTION ONE: Seven Deadly Sins 1: 2: 3: A Good Proposal Is Hard to Find... But It's Worth Looking Recognizing Reality Rushing to the Exits 3 11 16 SECTION TWO: A Primer on Persuasion 4: 5: 6: 7: 8: 9: Understanding Persuasion Winning by a NOSE: The Structure of Persuasion Seven Magic Questions: How To Develop a Client-Centered Message Why the Inuit Hunt Whales and Other Secrets of Customer Behavior The Cicero Principle: How to Avoid Talking to Yourself in Print Fluff, Guff, Geek, and Weasel: The Art of Saying What You Mean How to Pull It All Together Right from the Start 23 25 39 57 75 93 113 10: Weaving Your Web: American Management Association www.amanet.org v