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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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson'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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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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