Artful Persuasion: How to Command Attention, Change Minds and Influence People

PERSUASION POINTERS

1. Neutralize a hostile audience by establishing your credibility with solid evidence and expert testimony.

2. Convert a neutral audience by selling the benefits of your proposal.

3. Motivate and energize an uninterested audience with stories, compelling facts, and highly relevant information.

4. Educate the uninformed audience with a credible, logical, easy-to-follow presentation supported by one or two memorable anecdotes.

5. Refire a supportive audience with an inspirational address that will galvanize them to action.

6. With a mixed audience, focus your pitch on the subgroup who has the most power.

7. Don't promise all things to people you will lose credibility.

8. Set realistic, achievable goals. Full-scale conversions are rare; if you neutralize someone ...