Successful persuasion is about reading your audience-of one or one million-and creating a message that aligns with what they already believe. As a message strategist for some of the most famous names in America, Chris St. Hilaire knows this better than anyone. He has taught politicians how to persuade voters, attorneys how to persuade juries, and executives how to persuade CEOs.
Drawing on the techniques St. Hilaire perfected while working with chief figures in the major communications disciplines-politics, marketing, journalism, and the law-27 Powers of Persuasion provides practical strategies that have helped his clients win multimillion-dollar court cases and major political campaigns for the past eighteen years. You'll learn how to:
*Persuade people without browbeating them.
*Unite with your audience, not conquer them.
*Use language that lets people agree with you on their terms.
*Get people to see things your way and feel good about it.
With provocative excerpts from focus groups and courtroom testimony, behind-the-scenes insights from some of the nation's canniest political operatives, and stories pulled from headlines and corporate hush files, 27 Powers of Persuasion delivers tactics you can start using the moment you close the book.