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“A step-by-step guide to changing minds and deeply influencing people in person, in print, on the air, or anyplace else you need to persuade.” —Mike Litman, coauthor of Conversations with Millionaires

Did you know that the outcome of most persuasive events is determined before you ever say a word?

You may know how to sell, but you were probably never taught how to persuade. In this book, expert Dave Lakhani breaks down the persuasion process into easy-to-use steps. You’ll learn not only how to persuade, but the biology and psychology behind persuasion. This book reveals today’s most effective persuasion techniques for business professionals.
Though the techniques are similar, Lakhani draws a hard line between persuasion and manipulation, with the primary distinction being intent. True persuasion is based in truth, honesty, inquisitiveness, and the ability to tell a powerful story and to meet the expectations of those you’re trying to persuade. Good persuasion is a practiced art—a carefully orchestrated dance between you and the person you are persuading. Lakhani teaches you the steps in that delicate dance, providing: A map for the persuasive process, from beginning to end A set of persuasion tools and a blueprint for using them Seventeen specific persuasion tactics designed to instantly persuade The Persuasion Equation The Six Tenets of Persuasion Steps for becoming a persuasion expert in just thirty days Quick Persuaders—tools you’ll master and use every day Persuasion uses hard science to support its theories, citing the opinions of noted neuroscientists, psychologists, and influence professionals, and features examples of persuasion at work in sales, copywriting, advertising, negotiations, and personal interactions. It shows you how to persuade your audience in small, simple steps that proceed to the desired result. Because today’s prospects are sophisticated and technologically savvy, there’s information on tech-savvy persuasion methods for use with Web sites, in blogs or teleseminars, or by podcasting to a targeted audience. Learn exactly how to get your message through the electronic clutter facing decision makers today.

ASIN ‏ : ‎ B000SEHS26
Publisher ‏ : ‎ Wiley; 1st edition (December 3, 2010)
Publication date ‏ : ‎ December 3, 2010
Language ‏ : ‎ English
File size ‏ : ‎ 1255 KB
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Enabled
Print length ‏ : ‎ 261 pages
Reviewer: Kevin Eikenberry
Rating: 5.0 out of 5 stars
Title: Read and Be Persuaded
Review: If we want to be more effective in almost any area of our lives - whether as a leader, team mate, coach, marketer, or parent, being more persuasive can help us be more successful. For this reason I have become a student of persuasion and influence in the past few years.This book is one of my new favorites in this topic area.It talks about persuasion not from a theoretical perspective but from a real-life, "here's what you can do" perspective. There are three chapters in particular that lead me to recommend this book so strongly.1. The first two chapters contrast manipulation from persuasion are very insightful and helpful to you as you consider the motives and intentions that you might have in a persuading situation. In my experience many people feel that if they work on becoming more persuasive in any sort of systematic way, that they will become manipulative. These two chapters will help you think that distinction through for yourself.2. The chapter on the persuasion formula. By the time you get to this chapter none of the components of his formula will surprise you, but a formula is always helpful way to summarize things in our head (no, I'm not going to tell you what it is).If you are drawn at all to the topic of persuasion, I highly recommend reading this book. It is well written, easy to read, and my copy already has marks and comments throughout - a good sign that it will be well used part of my library for a long time to come.

Reviewer: Kevin Hogan
Rating: 5.0 out of 5 stars
Title: I hate to write this review
Review: It's very bothersome to write a review that is going to largely be positive ...when that book directly competes with your own...for sales!Former cult member, Lakhani starts with the dark side of persuasion then quickly moves into distinguishing the difference between manipulation and persuasion. Best is his step by step guide to manipulation. Very well done!Many in the field of persuasion miss the crucial art of story. Lakhani does a nice job of giving his insights into one of the most difficult tasks a communicator has...to have a story persuade.The next thing I like in Art of Persuasion is Dave's outline of how to become an expert (guru) in 30 days. Expert status ==> credibility ==> more successful influence.Another nice step by step outline is for changing beliefs. Easy to adopt and use.Each chapter in the book is well thought out and presented concisely and with clarity.This is an excellent primer on the art of persuasion and I recommend you pick it up today.Kevin HoganAuthor of The Psychology of PersuasionandThe Science of Influence

Reviewer: Blaine Parker
Rating: 4.0 out of 5 stars
Title: Wish I'd had this book 20 years ago
Review: Let's just say that Dave Lakhani's background makes him uniquely qualified on the subject of persuasion. (I won't spoil it. Just read all about it in Chapter 1, and boy, is it harrowing.)It's really no accident that a lot of what Mr. Lakhani discusses in this book are the same ingredients required to make it in Hollywood. Creating persona, telling a story, desire to believe--these and other of his components of Persuasion are intrinsic to the star making machinary of this town.What's so astonishing is to see all this potent material collected in one place, and to see it augmented with such pithy advice and practical tools. Chapter 14 alone, "The Persuasion Equation," is worth the entire price of the book.

Reviewer: Steven Chambers
Rating: 5.0 out of 5 stars
Title: To understand Persuasion you need to read this book.
Review: This is a very good and easy to read book about the art and science of persuasion. I thoroughly enjoyed it and learned a lot. The best part were the takeaway's I found...things I can use in my everyday business life. If you are looking to use the principles of persuasion in your life, whether it be in business, your personal life of in your relationships you won't find a better guide than this one.The book is easy to read and written in astyle that keeps you entranced and engaged. I was able to finsh it during a three hour flight across country. Totally engrossed in the book I just couldn't put it down, it is that good. Dave Lakhani writes in style that draws you in and keeps you interested. If it sounds like I am reviewing a fiction title it should, the book reads that well.I have an extensive persuasion library and this book is in my top three. If you read, studied and applied what is in this book you will amaze yourself with what you can accomplish.Highly Recommended

Reviewer: Fat Boy
Rating: 1.0 out of 5 stars
Title: Deeply disappointed
Review: In the preface of the book Mr. Lakhani writes, "Leave me penniless and naked in any town in America and by the end of the day I'll have clothes, food, lodging, a way of earning an income, a following, and enough money in my pocket to start again..." I believe that to be true. This is a brilliant opening to the book. It gets one excited because they are going to learn techniques to be able to do this too! But it never happens. I'm a salesman and I thought this was going to be the answer to my prayers. It wasn't. I can honestly say, there is not one useful piece of information in this book with the exception of the links he provides for voice coaching and image consultants. Then, to add insult to injury, one is informed of free admittance to a live event. Those events do not occur nor is there any type of worthy substitution offered. I think it is only reasonable to expect more from such a brilliant mind.