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.
Like this article? Share it with your friends
|
|
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)
|
|
|
Jay Hamilton-Roth's
Complete
List Of
Small-Business-Consulting
Articles
|
|
|
If you enjoyed this article, get Jay Hamilton-Roth's Complete List of Small-Business-Consulting Articles For FREE!
|
| |
|
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
Marketing is persuasion at its core. You must persuade individuals or groups to part with one of their most prized possessions: -- their money.
