You can't be content, for example, to know how to sell in person or via email only. You need to know how to persuade face-to-face, in print, with video, via the web, from the stage, in a board room etc.
Why? Because when you understand how persuasion works across all these mediums your ability to persuade in any single medium improves.
Also because we're living in a fast changing world. New technologies and media are emerging all the time. But if you know how to persuade, you won't be concerned. Because the rules of the psychology of persuasion are above mediums or channels. They are universal and apply to all media.
In fact, when you really understand persuasion at a gut level then moving from one technology medium to another isn't about relearning to persuade ... but about learning how to utilize the technology.
If you're busy (and smart) you'll get someone to show you how to use the technology -- or even manage the technology for you -- while you focus on the message.
In persuasion, message not technology is king. But you do need to use the latest technology. For example, how are you going to handle the emergence or Siri and other voice activated search tools? If you open up an iPhone or iPad and use Siri to search for your business type or category does your business show up in the results?
You need to be there.
You need to know how to get there.
You need to know how to STAY there.
This is a technology issue.
And you might be better off getting someone experienced in search marketing to help you out with this.
But persuasion is something you don't want to outsource. In other words, when someone finds you on Siri it's your ability to persuade that determines whether or not you convert that contact into a sale.
And that's your responsibility.
Technology is forever changing. Persuasion is not. Persuasion is not something new. But you need to keep improving your skills of persuasion until you master it across all mediums.
So learn to persuade today. And never stop learning.
Technology is available to everyone. Persuasion belongs to the people who make the commitment to master it. Will you?