Book Review: Persuasion: The Art of Getting What You Want
Book Review: Persuasion: The Art of Getting What You Want
A business that's simply trying to say "pick me" would be using persuasion. A business that's trying to convince you that your life isn't complete without buying something from them is manipulating.
Having someone detail the steps to persuade is a bit creepy, since they are using psychology to cause a change in someone else (rather than use it to understand yourself). However we all know that without clients you have no business.
The core of his book is his formula:
Position + Presentation * Influence = Persuasion
Position is the combination of your persona (your background, clothing, grooming create a savior mentality), your audience (how well-matched they are to what you're selling), and the content of your story.
Presentation is how you tell your story (rapport, familiarity, words, props, relevancy, non-verbal cues, and image of success)
Influence is the psychology behind the presentation (time-sensitive, like-ability, trust-building, confidence, and accountability).
The business gem in book is the "Persuasive Advertising" chapter. Using the techniques in the book, he shows how to craft a story that's well-targeted and has a moral to cause the reader to take action. It's more than simply the USP/UVP (unique selling/value proposition) - it's the USP/UVP with a persuasive story.
Book Review Persuasion The Art of Getting What You Want - To learn more about this author, visit Jay Hamilton-Roth's Website.
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Dave Lakhni's book describes the fine line between the art of persuasion and manipulation (Dave was raised in a cult - he's well-studied in manipulation and has applied his knowledge effectively in business.) While a manipulator attempts to get you to do something you wouldn't normally do, a persuader tries to get you to choose them over the competition.
A business that's simply trying to say "pick me" would be using persuasion. A business that's trying to convince you that your life isn't complete without buying something from them is manipulating.
Having someone detail the steps to persuade is a bit creepy, since they are using psychology to cause a change in someone else (rather than use it to understand yourself). However we all know that without clients you have no business.
The core of his book is his formula:
Position + Presentation * Influence = Persuasion
Position is the combination of your persona (your background, clothing, grooming create a savior mentality), your audience (how well-matched they are to what you're selling), and the content of your story.
Presentation is how you tell your story (rapport, familiarity, words, props, relevancy, non-verbal cues, and image of success)
Influence is the psychology behind the presentation (time-sensitive, like-ability, trust-building, confidence, and accountability).
The business gem in book is the "Persuasive Advertising" chapter. Using the techniques in the book, he shows how to craft a story that's well-targeted and has a moral to cause the reader to take action. It's more than simply the USP/UVP (unique selling/value proposition) - it's the USP/UVP with a persuasive story.
Book Review Persuasion The Art of Getting What You Want - To learn more about this author, visit Jay Hamilton-Roth's Website.
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 Book Review: Persuasion: The Art of Getting What You Want
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| Dave Lakhni's book describes the fine line between the art of persuasion and manipulation (Dave was raised in a cult - he's well-studied in manipulation and has applied his knowledge effectively in business.) While ... |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Bernard ReberBack in late 1992, MS Access hit the streets. About that time the company I managed needed new software to handle their growing client base and I decided to try this new product. I had little difficulty writing and adapting a database to suit us and discovered a hidden talent for programming. A business was born. With business studies and 25 years of management experience in three different countries under my belt, I could offer a unique combination of skills and my customers agreed. From these humble beginnings my software 'invoiceit' emerged in 1999 and has since been taken to 49 states (hello Wyoming, won't you join us?), all across Canada and more than 70 other countries. From the very beginning the program included cashbook accounting, the simplest form of keeping financial business records. The Dictionary.com defines 'cashbook' as "A 'book' in which to record money received and paid out". For 'book' substitute 'simple software' and that's what I'm about. Now I have published Simple Accounting, an inexpensive spreadsheet solution which even you can master. For just $14.95 it costs less than a takeout meal! More at http://www.scrambled-card.com/simple_accounting_main.htm - Visit Bernard Reber's Website |
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Michel NerayMichel Neray has over 25 years of experience as an award-winning copywriter, an Internet pioneer, a tradeshow pitchman and a senior sales and marketing executive. An online pioneer, he was one of the first marketing professionals to embrace the Internet by building websites as early as 1993. In 1994, Michel co-authored a book entitled "The Great Crossover: Personal Confidence in the Age of the Microchip", which made it to Jack Canfield's Achiever's Recommended Reading List. Michel founded Portfolios.com in 1995, the world's first online source directory for creative professionals and one of the first websites based on community generated content. Since creating The Essential Message in 2003, Michel has helped thousands of independent professionals and entrepreneurs as well as growing corporations find a better way to differentiate, position and brand themselves. In 2005, his chapter "Everything Starts With A Conversation" was selected as the lead for the book, "Sales Gurus Speak Out" and re-published in 2008 for 'Awakening The Workplace Volume 3'. He is also a co-author of "In the Company of Leaders" (2008) with 40 top North American leadership experts. - Visit Michel Neray's Website |
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 Jay Hamilton-Roth (Visit Jay's Website) Jay Hamilton-Roth founded Many Good Ideas (www. ManyGoodIdeas.com) to help small businesses brainstorm, design, and implement effective marketing strategies. He combines creativity with common sense to demystify the process of getting great results. He has used his high-tech background from MIT to help him launch five businesses. He consults with companies in a wide range of industries and publishes a monthly marketing newsletter and daily marketing blog (ask .ManyGoodIdeas.com). He is the host of the new TV series "Business With Passion" (TV.M anyGoodIdeas.com).
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