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Chapter 14
The Persuasion Equation
This single chapter may be the most important
of the whole book because it is the map for persuading
from beginning to end. So many books have been written
that cover all of the elements of the persuasive process
and very detailed scientific models have been created
that demonstrate how persuasion occurs and the processes
that need to exist in order to move people or change
minds.
Those works are tremendously important, but the
average person (you and I) does not have time to apply
detailed scientific models to his or her individual
situation. We need a set of tools and a blueprint for
using them.
Of all the scholarly texts that have been written
to date no one has written the book that says, "Here
is what you should do, and when, and this is why it
works."
I do not know why, but after having written this
book I can guess the answer. It feels very much like
you are teaching people to be manipulative.
If their intention is to manipulate, this book
and the principles described by other authors will definitely
make them more adept at the process; again, it goes
back to intent.
If your intention is genuinely to help someone
ethically and morally, you will be able to do that better
than ever before; the same is true if you intend to
get what you want at any cost. The only difference you
will experience is the long-term outcome. Ultimately,
manipulators are discovered, hated, and in many cases
prosecuted.
Excellent persuaders are revered and loved because
they can move the people around them and make them experience
wonder as a result.
In previous chapters I have demonstrated the most
important tools in persuasion and given you ideas where
you can use them.
Now I show you how to develop a coordinated attack
using all of the skills you have learned so far together
in a symbiotic way that will allow you to persuade anyone.
This is the secret key to getting anything you
want.
Excerpt from
Persuasion: The Art of Getting
What You Want (Page 145)
What others say
about this book:
Dave has exposed the
secrets of the most powerful persuaders in the world.
This book is 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. This
book makes persuasion so easy and predictable that it
may be the most dangerous persuasion book ever written...
especially if it ends up in the hands of your competition.
Mike Litman, CEO, Connect To Success, Inc. and
coauthor of "Conversations with Millionaires"
Dave Lakhani tells you everything
you've just got to know about persuasion in this book.
It is written provocatively, yet clearly. And it is
sure to open your mind while enriching your bank account.
I highly recommend it. Fasten your seatbelt when you
read it. It takes you on a thrilling ride!
Jay Conrad Levinson, The Father of Guerrilla
Marketing and author of the Guerrilla Marketing series
of books
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