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How to Build an Online Business by Bernadette Schwerdt

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5MotivationHow to pitch, persuade and influence others to do business with you

Dwight D. Eisenhower, the 34th President of the United States said, ‘Leadership is the art of getting others to do something you want done because they want to do it.’ What he’s really talking about is the power of influence, the ability to motivate others to see our point of view and the art of inspiring people to be as excited about our ideas as we are. We all know people who embody these qualities — Richard Branson, Anthony Robbins and Oprah Winfrey come to mind. They earn millions because they inspire others to believe that anything is possible. What a great skill to have. Can it be learnt? It depends. If you call what they have ‘charisma’ or ‘magnetism’, then that’s pretty hard to replicate. But if you reframe those qualities as being ‘influential’, then it suddenly becomes a skill that can be learnt.

In the chapters that follow, I’ll outline how some of Australia’s top entrepreneurs have used their persuasive abilities to land lucrative contracts with broadcasting organisations, gain extensive media coverage, dominate the speaker circuit, snare top staffing talent and attract truckloads of customers.

They do it by firstly being exceedingly savvy about how the media works and how to leverage it to attract favourable media attention. They also do it by carefully cultivating their communication skills and public speaking abilities so that when the media does come calling, or they are invited to ...

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