The Anatomy of Persuasion

Table of contents

1. Cover
2. Title
3. Copyright
4. Contents
5. Foreword
6. Acknowledgments
7. Introduction
8. 1. Overview
9. 2. Creativity
10. 3. Two Principles of Communication
11. 4. The Buying Process
12. 5. The Persuasion Process: Part I
13. 6. Needs
14. 7. The Persuasion Process: Part II
15. 8. Controlling the Persuasion Process
16. 9. Features, Functions, and Benefits
17. 10. Setting Your Objective
18. 11. Using the Tools
19. 12. Case Study: How to Increase Staff During a Hiring Freeze
20. 13. Case Study: How to Get Funding for Your Program
21. 14. Case Study: How to Be a Rocket Scientist!
22. 15. Building Your Own Proposal
23. 16. A Touch of the Real World
24. 17. Can You Find the Errors?
25. 18. Selling Your Ideas to Higher Management
26. 19. The Anatomy of Persuasion as a Management Tool
27. A Final Word: Thinking and Talking in Terms of Benefits
28. Appendixes
    1. I. A Checklist of Common Errors
    2. II. The Anatomy of Persuasion® Preparation Guidelines
    3. III. The Anatomy of Persuasion® Outline Guide
    4. IV. The Anatomy of Persuasion® Structure and Alignment Chart
29. Index