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Lee Hartley Carter is a partner at Maslansky + Partners, a research-driven language strategy firm that specializes in finding the right messages based on one simple idea: It’s not what you say that matters, it’s what you hear. Today Lee joins the show to share the key to persuasion and other insights from her book, Persuasion: Convincing Others When Facts Don’t Seem to Matter.

Listen in as Lee breaks down confirmation bias and the backfire effect, as well as the importance of listening to what your customer actually wants. You'll learn why discipline is so important, how empathy comes into play, and whose opinion really matters when it comes to persuasion.

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