The Anatomy of Persuasion

 

Index

[Numbers in italics refer to illustrations. Numbers followed by an n refer to footnotes.]

abstract objectives, 95–96

action

asking for, 159

immediate, 162

in persuasion process, 41, 45, 67–68

advertising, 73–74

“AIDA” selling formula, 38–39

Alignment Chart, see Structure and Alignment Chart

Anatomy of Persuasion, 3, 5–6, 150

as management tool, 172–175

see also persuasion process

antilocking brake systems, 63

arbitration, 2

Archimedes, 22–23

assuming needs, 64n

audience

assuming needs of, 142, 144, 146–147

in custom proposal, 130

defining, 70–71

engineering project proposal (sample), 119

error checklist, 182

marketing research proposal (sample), 112

in Outline Guide, 102

property rehabilitation proposal (sample), 106

secondary, 70

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