Certainty is a tool of persuasion – @HarvardBiz #writing

It is not stated beliefs that drive action, but the certainty with which those beliefs are held.

In September’s Harvard Business Review, Zakary Tormala and Derek Rucker outline the finding of their research and suggest how these can be applied.

They find four levers that can be used to improve certainty:

• consensus
• repetition
• ease
• defence

An interesting read for writers and other purveyors of persuasion.