Persuasion

"A step-by-step guide to changing minds and deeply influencing people in person, in print, on the air, or anyplace else you need to persuade." —Mike Litman, coauthor of Conversations with Millionaires

Did you know that the outcome of most persuasive events is determined before you ever say a word?


You may know how to sell, but you were probably never taught how to persuade. In this book, expert Dave Lakhani breaks down the persuasion process into easy-to-use steps. You'll learn not only how to persuade, but the biology and psychology behind persuasion. This book reveals today's most effective persuasion techniques for business professionals.


Though the techniques are similar, Lakhani draws a hard line between persuasion and manipulation, with the primary distinction being intent. True persuasion is based in truth, honesty, inquisitiveness, and the ability to tell a powerful story and to meet the expectations of those you're trying to persuade. Good persuasion is a practiced art—a carefully orchestrated dance between you and the person you are persuading. Lakhani teaches you the steps in that delicate dance, providing:
A map for the persuasive process, from beginning to endA set of persuasion tools and a blueprint for using themSeventeen specific persuasion tactics designed to instantly persuadeThe Persuasion EquationThe Six Tenets of PersuasionSteps for becoming a persuasion expert in just thirty daysQuick Persuaders—tools you'll master and use every dayPersuasion uses hard science to support its theories, citing the opinions of noted neuroscientists, psychologists, and influence professionals, and features examples of persuasion at work in sales, copywriting, advertising, negotiations, and personal interactions. It shows you how to persuade your audience in small, simple steps that proceed to the desired result. Because today's prospects are sophisticated and technologically savvy, there's information on tech-savvy persuasion methods for use with Web sites, in blogs or teleseminars, or by podcasting to a targeted audience. Learn exactly how to get your message through the electronic clutter facing decision makers today.