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{{a| | {{a|persuasion|[[File:wear a mask.jpg|450px|thumb|center|You are deplorable freak and I only let you into my shop with great reluctance]]}}It doesn’t take much time listening to {{author|Dale Carnegie}}, {{author|Robert Cialdini}} or {{author|Rory Sutherland}} to grasp that ''how'' you say something can be just as important as ''what'' you say. This is hardly news: {{br|How to Win Friends and Influence People}} is 85 years old. | ||
But nor does it take much time reading modern commercial contracts to know how resistant they are to the charms of persuasion. Legal drafting is habitually fastidious, over-particularised and ''logical'' at the expense of being what Sutherland calls ''psycho''-logical. | But nor does it take much time reading modern commercial contracts to know how resistant they are to the charms of persuasion. Legal drafting is habitually fastidious, over-particularised and ''logical'' at the expense of being what Sutherland calls ''psycho''-logical. | ||