It’s a common knowledge that knowing your audience is the key to persuasive communication.
But what does "knowing your audience" really mean? Does it mean knowing your audience’s name, age, gender, and socio-economic status? This book shows that if you want to be persuasive the most important thing you need to know about your audience is how your audience makes decisions. And it demonstrates with numerous examples and research findings that when experienced and otherwise highly-skilled professionals—CEOs, medical doctors, magazine publishers—fail to grasp how their audiences make decisions they also fail to persuade them.