- •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
Epilogue
When you follow the principles, techniques, and strategies outlined in this book, your life will change forever. Get ready to find yourself in the driver’s seat of life. Prepare to find yourself in a winning situation—all the time—no matter what your challenges are. Look forward to finding yourself among the 1 percent of the population who know how to control their destiny. You will be included among those elite few who can help and teach others to control their destinies.
Persuasion: The Gas to Your Engine of Success
The ability to persuade is powerful. Master Persuaders make the world turn. Remember the following guidelines as you to step up to your new place in the world:
Persuasion makes things happen.
Persuaders are the motivating force in our communities.
Persuaders are the gas to the engine of our economy.
Use these persuasion and influence tools to evoke good.
Treat yourself like a do-it-yourself project.
Continue to learn, apply, and use these principles.
Become the person you want to be.
Make the laws and principles you have learned in this book a part of you, so you don’t have to think about them.
Join the top 1 percent of persuaders.
Make the world a better place.
Influence others with integrity.
Develop a rock-solid character.
Learn to build trust and exude life-long influence.
Persuade others with honor.
Reread this book every year.
Find a product, service, idea, or cause you can believe in. When you know you can help someone with your product or service, you have a moral and ethical obligation to persuade that person to get involved with what you are offering.