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SECTION TWO: A Primer on Persuasion > 8: The Cicero Principle: How to Avoid Tal... - Pg. 75

8 The Cicero Principle: How to Avoid Talking to Yourself in Print HE ESSENCE OF CLIENT-BASED PERSUASION CAN be summarized in the words of the Roman orator and statesman Cicero: "If you wish to persuade me, you must think my thoughts, feel my feel- ings, and speak my words." This is great advice. When we break it down, phrase by phrase, we can see just how profound it is. T