You are previewing Artful Persuasion: How to Command Attention, Change Minds and Influence People.
O'Reilly logo
Artful Persuasion: How to Command Attention, Change Minds and Influence People

Book Description

There's really nothing mysterious about getting people to change their minds. No special, inborn gifts. No subliminal tricks.

Instead, the best persuaders--advertisers, salespeople, politicians, spin doctors--depend on the fact that everyone responds to messages in just two ways: thoughtfully or mindlessly. And they know how to manipulate these two persuasion routes to make even the most doubtful say "yes."

Jam-packed with fascinating case studies and surprising examples, this comprehensive, entertaining how-to guide puts the powerful tool of persuasion at anyone's disposal. It explains:

  • How the master persuaders--the Churchills, Lincolns, and Roosevelts--create powerful, memorable messages that convince people of their arguments' logic and rightness.

  • How successful persuaders exploit the psychological triggers that cause people to subconsciously move from "no" to "yes."

  • Table of Contents

    1. Copyright
    2. Preface: Manipulation, Seduction, and Persuasion Why I Wrote This Book
    3. How High Is Your Persuasion IQ?
    4. Acknowledgments
    5. HOW PERSUASION WORKS
      1. Thoughtful Persuasion, Mindless Influence The Two Routes to Successful Persuasion
        1. THE PATH TO PERSUASION
      2. The Persuasion Effect The Four Patterns of Influence
        1. THE PERSUASION EFFECT
    6. THOUGHTFUL PERSUASION
      1. Foxes, Bloodhounds, and Donkeys The Three Types of Influencers
        1. THE THREE TYPES OF INFLUENCERS
      2. Persuasion Starts with Credibility How to Build Trust and Sell Your Expertise
        1. THE CREDIBILITY FORMULA
        2. THE PILLAR OF EXPERTISE
        3. THE THREE LEVELS OF CREDIBILITY
      3. First Impression, Best Impression The Art of Image Management
        1. IMAGE MANAGEMENT
        2. HOW TO USE BODY LANGUAGE
        3. DRESSING FOR SUCCESS
        4. MIRRORING, PACING, AND LEADING
        5. VOCAL DELIVERY
        6. LIES AND DECEPTION
        7. THE THREE-STEP LIE DETECTION PROCESS
      4. Reading the Other Person How to Use Personality Type to Persuade
        1. PERSONALITY TYPE AND BEHAVIOR
        2. THE FOUR SCALES OF PERSONALITY TYPE
        3. HOW TO USE PERSONALITY TYPE WHEN PERSUADING
        4. THE FOUR KEY INFLUENCING STRATEGIES
      5. Power Talk! How to Give Words Added Impact
        1. WORDS DO MATTER
        2. POWER TALK
        3. WHAT'S IN IT FOR ME?
        4. THE MAGIC OF ANTITHESIS
        5. USE REPETITION FOR EFFECT
      6. Winning People's Hearts The Power of Metaphors, Analogies, and Stories
        1. VIVID LANGUAGE
        2. THE POWER OF METAPHORS
        3. THE POWER OF ANALOGIES
        4. THE POWER OF STORIES
        5. FEAR AS A MOTIVATOR
        6. THE POWER OF MOOD
        7. USING HUMOR TO PERSUADE
        8. PERSUASION POINTERS
      7. Winning People's Minds How to Structure and Package Your Message
        1. K.I.S.S.: KEEP IT SHORT AND SIMPLE
        2. STRUCTURING YOUR ARGUMENT
        3. POSITIONING YOUR MESSAGE
        4. DYNAMIC OPENINGS
        5. THE CLIMAX COUNTS
        6. AAFTO
        7. MARSHALL YOUR FACTS
        8. MESSAGE REPETITION
        9. ARGUMENT STRATEGY
        10. STRATEGIES FOR ORGANIZING PERSUASIVE PRESENTATIONS
        11. INFLUENCING WITH STATISTICS
        12. PERSUASION POINTERS
      8. Power Pitches How to Persuade with Graphs, Charts, and Videos
        1. THE POWER OF A VISUAL
        2. HOW TO CREATE AND USE PERSUASIVE VISUAL AIDS
        3. USE COLOR
        4. HOW TO CREATE PERSUASIVE CHARTS
        5. HOW TO LIE WITH CHARTS
        6. THE POWER OF VIDEO
        7. THE POWER OF A SIMPLE PROP
        8. PERSUASION POINTERS
      9. Ask, Don't Tell! The Gentle Art of Self-Persuasion
        1. HOW SELF-PERSUASION WORKS
        2. THE ART OF GIVING FEEDBACK
        3. PERSUASION POINTERS
      10. Different Groups, Different Messages How to Target and Influence Different Groups
        1. TAILOR YOUR STRATEGY TO YOUR AUDIENCE
        2. PERSUASION POINTERS
      11. Strategy Pure and Simple How to Outthink and Outwit Your Opponents
        1. THE INTENSIFY/DOWNPLAY STRATEGY
        2. PERSUASION POINTERS
    7. MINDLESS INFLUENCE
      1. Mindless Persuasion The Seven Persuasion Triggers of Automatic Influence
        1. MINDLESS BEHAVIOR
        2. PERSUASION POINTERS
      2. Persuasion Trigger One: Contrast The Power of a Benchmark
        1. CONTRAST – JUDGMENT IS RELATIVE
      3. Persuasion Trigger Two: Reciprocation The Law of Give-and-Take
        1. RECIPROCATION – GIVE-AND-TAKE
        2. PERSUASION POINTERS
      4. Persuasion Trigger Three: Commitment and Consistency Getting One Foot in the Door
        1. COMMITMENT – ONE FOOT IN THE DOOR
        2. PERSUASION POINTERS
      5. Persuasion Trigger Four: Authority The Influence of Position
        1. AUTHORITY – ITS DANGER AND POWER
        2. PERSUASION POINTERS
      6. Persuasion Trigger Five: Scarcity The Rule of the Rare
        1. THE SCARCITY PRINCIPLE
        2. PERSUASION POINTERS
      7. Persuasion Trigger Six: Conformity Everyone Is Doing It
        1. CONFORMITY – FOLLOWING THE CROWD
        2. PERSUASION POINTERS
      8. Persuasion Trigger Seven: Liking Friends Won't Let You Down
        1. LIKING: THE MAGIC BULLET
        2. PERSUASION POINTERS
    8. PERSUASION AT ITS BEST
      1. Icons of Influence The Most Influential Persuaders of the Twentieth Century
        1. HEROIC GIANTS
      2. Footnotes
    9. Notes