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6 PRINCIPLES OF PERSUASIONPRINCIPLE: CONSISTENCYPEOPLE FULFILL WRITTEN PUBLIC AND VOLUNTARYCOMMITMENTS.Business ApplicationMake others’ commitments active, public, and voluntary.If you want customers to donate by a certain date, get thatunderstanding in writing (a memo); make thecommitment public (note other customer’ agreementswith the memo); and link the commitment to thecustomer’s values (the impact of donations on communityspirit).

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