- •Table of Contents
- •Foreword
- •Acknowledgments
- •Introduction
- •Keywords
- •Chapter 1: The Power of Persuasion
- •Persuasion: The Heartbeat of Our Economy
- •Used for You or Against You
- •When You Have the Right Tools You Will Succeed
- •Definitions
- •Persuasion and Rhetoric
- •The Foundational Principles of Persuasion
- •Twelve Automatic Triggers of Persuasion
- •Thinking About Not Thinking
- •The Twelve Laws of Persuasion
- •Two Paths of Persuasion
- •The Theory of Cognitive Dissonance
- •Methods of Protecting Mental Consistency
- •Using Dissonance to Create Action
- •The Law of Dissonance in Marketing
- •Cognitive Dissonance and Public Commitment
- •Getting Your Foot in the Door
- •Three Steps to Using the Law of Dissonance
- •Chapter 4: The Law of Obligation--How to Get Anyone to Do a Favor for You
- •Definition of the Law of Obligation
- •The Law of Obligation and Marketing
- •Fundraising and the Law of Obligation
- •Applying the Law of Obligation
- •Reciprocal Concessions
- •Give a Favor, Expect a Favor in Return
- •Secrets Create Obligation: The Secret of Secrets
- •Caution
- •Attraction: The Halo Effect
- •Similarity: Similar Is Familiar
- •People Skills: Winning Instant Acceptance from Others
- •Rapport: The Instant Connection
- •Going with the Crowd
- •The Law of Social Validation at Work
- •Social Validation: The Power of the Group
- •The Dark Side of Social Validation
- •Social Validation and Conformity or Groupthink
- •Social Validation and Marketing
- •Making Social Validation Work
- •Why Scarcity Drives Us Wild
- •The Law of Scarcity in Marketing
- •How to Use the Law of Scarcity
- •The Inherent Power of Words
- •The Fundamentals of Language Usage
- •Word Choice
- •Dental Verbal Packaging
- •Types of Contrast
- •How to Use the Law of Contrast
- •Expectations as Assumptions: Expect with Confidence
- •Expectations of Others Affect Behavior
- •Presupposition: Assuming the Sale
- •The Placebo Effect: Persuasive Suggestions
- •Time Expectations
- •Reputation Expectations
- •First Impression Expectations
- •Embedded Commands
- •Goal Setting: Creating Personal Expectations
- •Environment
- •Pacing and Leading
- •Increasing Participation
- •Creating Atmosphere
- •Maintaining Attention
- •Using the Art of Questioning
- •Telling Mesmerizing Stories
- •Repeating and Repackaging
- •Building Suspense and Distraction
- •Generating Competition
- •Engaging the Five Senses
- •Self-Esteem
- •Pride
- •Ingratiation: Make Others Feel Important
- •The Leverage of Praise
- •Acceptance
- •The Amazing Power of Endorsements
- •Anchors: Capture the Feeling
- •Affiliation: Create the Link
- •Use Association to Persuade and Influence
- •Logic: What Stirs an Audience
- •Common Logical Fallacies
- •Evidence and Logic
- •Compelling Evidence
- •Types of Emotions: Emotional Mastery
- •Tip the Scale
- •Monitoring the Ability to Change: Getting Inside the Closed Mind
- •Monitoring Your Listening Skills: Crack the Code
- •Structuring Winning Arguments
- •Giving a Call to Action
- •Structure Points
- •Inoculation: Defend Against the Attack
- •Preparation Is the Key to Influence
- •Epilogue
- •Notes
- •Chapter 3
- •Chapter 4
- •Chapter 5
- •Chapter 6
- •Chapter 7
- •Chapter 8
- •Chapter 9
- •Chapter 10
- •Chapter 11
- •Chapter 12
- •Chapter 13
- •Chapter 14
- •Index
- •List of Sidebars
Maximum Influence: The 12 Universal Laws of Power
Persuasion
by Kurt W. Mortensen |
ISBN:0814472583 |
AMACOM © 2004
A refreshing departure from the same old worn-out techniques, this book will help you better persuade, motivate and influence people, so you achieve your goals and fulfill your desires.
Table of Contents
Maximum Influence--The 12 Universal Laws of Power Persuasion
Foreword
Introduction
Ch apt er 1
Ch apt er 2
Ch apt er 3
Ch apt er 4
Ch apt er 5
Ch apt er 6
Ch apt er 7
Ch apt er 8
-The Power of Persuasion
-The Twelve Universal Laws of Power Persuasion
-The Law of Dissonance--Internal Pressure Is the Secret
-The Law of Obligation--How to Get Anyone to Do a Favor for You
-The Law of Connectivity--Contagious Cooperation
-The Law of Social Validation--The Art of Social Pressure
-The Law of Scarcity--Get Anyone to Take Immediate Action
-The Law of Verbal Packaging--The Leverage of Language
Ch apt er 9
Ch apt er 10
Ch apt er 11
Ch apt er 12
Ch apt er 13
Ch apt er 14
Ch apt er 15
-The Law of Contrast--How to Create Extra Value
-The Law of Expectations--The Impact of Suggestion
-The Law of Involvement--Create and Awaken Curiosity
-The Law of Esteem--How Praise Releases Energy
-The Law of Association--Create the Climate
-The Law of Balance--Logical Mind vs. Emotional Heart
-Your Pre-Persuasion Checklist--The Inside Secrets of Maximum Influence
Epilogue
Notes
Index
List of Sidebars
Back Cover
Do you realize how much your professional success, your personal relationships, your leadership potential, and your income depend on your ability to persuade, influence, and motivate other people? Whatever you want to achieve, Maximum Influence will help make it happen. Persuasion expert Kurt Mortensen has combined years of scientific research with real world studies of powerful influence techniques in action. These proven tactics let you:
Read people instantly.
Have people trust and like you instinctively.
Master persuasion techniques that 99% of people don’t even know exist.
And persuade anyone to give you almost anything—anywhere, anytime!
About the Author
Kurt W. Motensen is one of America’s leading authorities on persuasion, motivation, and influence. He offers his speaking, training, and consulting programs worldwide, helping thousands achieve unprecedented success in business and personal endeavors.
Maximum Influence--The 12
Universal Laws of Power
Persuasion
Kurt W. Mortensen
American Management Association
Special discounts on bulk quantities of AMACOM books are available to corporations, professional associations, and other organizations. For details, contact Special Sales Department, AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019.
Tel.: 212-903-8316.
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This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
Library of Congress Cataloging-in-Publication Data
Mortensen, Kurt W.
Maximum influence : the 12 universal laws of power persuasion / Kurt W. Mortensen.—1st ed. p. cm.
Includes bibliographical references and index. ISBN 0-8144-7258-3
1. Persuasion (Psychology) 2. Influence (Psychology) 3. Success—Psychological aspects. I. Title.
BF637.P4M67 2004 153.8[H11032]52—dc22 2004000847
Copyright 2004 Kurt W. Mortensen.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part,
in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019.
Printing Number
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