Master the Art of Persuasion
Artful Persuasion peels away the mystery that surrounds the psychology of influence and reveals how the world's most persuasive politicians, advertisers, salespeople, and spin doctors work their magic.
Like no other book available, Artful Persuasion, looks at both the "hidden persuaders" people respond to unthinkingly and the conscious applied skills (building credibility, the language of persuasion, audience analysis) for getting people to say "yes".
Packed Full of Practical Pointers
The books fascinating case studies into human behavior; its vivid examples of masterful persuaders like Churchill, Lincoln, and Roosevelt; and its practical step-by-step guidelines help you put the extraordinary power of persuasion to work for you.
- Speakers will win over hostile audiences
- Merchandisers will move products off the shelf
- Marketers will position their brands successfully
- Advertisers and PR professionals will jump-start Campaigns
- Executives will negotiate win-win deals
- Managers will sell their ideas to top executives
- Employees will convince their bosses to give them raises
- Lawyers will influence skeptical juries
- Politicians will elicit voter confidence
- Fundraisers will solicit record-breaking donations
- Salespeople will sell products to reluctant buyers, and more!
The Author
Harry Mills is the author of 22 books on sales, negotiation, and influence, including the best-selling Negotiate: The Seven Step Master Plan.
Harry Mills is also the chief executive of the international consulting and training company The Mills Group, whose clients include IBM, PricewaterhouseCoopers, KPMG, Ernst & Young, Unilever, Lexus and Oracle.
Preface:
Manipulation, Seduction and Persuasion
How High is Your Persuasion IQ?
Part 1: How Persuasion Works
- Thoughtful Persuasion, Mindless Influence
The two routes to successful persuasion.
- The Persuasion Effect
The four patterns of influence.
Part 2: Thoughtful Persuasion
- Foxes, Bloodhounds and Donkeys
The three types of influencers.
- Persuasion Starts With Credibility
How to build trust and sell your expertise.
- First Impression, Best Impression
The art of image management.
- Reading the Other Person
How to use Personality Type to persuade.
- Powertalk!
How to give words added impact.
- Winning People's Hearts
The power of metaphors, analogies and stories.
- Winning People's Minds
How to structure and package your message.
- Power Pitches
How to persuade with graphs, charts and video.
- Ask, Don't Tell!
The gentle art of self persuasion.
- Different Groups - Different Messages
How to target and influence different groups.
- Strategy Pure and Simple
How to out think and out wit your opponents.
Part 3: Mindless Influence
- Mindless Persuasion
The seven triggers of automatic influence.
- Persuasion Trigger One
Contrast: The power of a benchmark.
- Persuasion Trigger Two
Reciprocation: The law of give and take.
- Persuasion Trigger Three
Commitment: Getting one foot in the door.
- Persuasion Trigger Four
Authority: The influence of position.
- Persuasion Trigger Five
Scarcity: The rule of the rare.
- Persuasion Trigger Six
Social proof: Everyone is doing it.
- Persuasion Trigger Seven
Liking: Friends won't let you down.
Part 4: Persuasion at its Best
- Icons of Influence
The most influential persuaders of the twentieth century.
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