Some people seem to be able to talk anybody into anything! Do they simply possess a natural talent that the rest of us can never hope to imitate?
This refreshing books says "No!" and provides readers with a unique, proven, step-by-step analytical thinking process that anyone can use to analyze, organize, and present information in a persuasive way.
The Anatomy of Persuasion literally dissects each step in the persuasion process. Readers will turn their great ideas into tangible realities as they learn how to:
* apply the two major principles of communication
* perceive the needs of others
* present the features and benefits of their idea
* understand the subconscious decisions people often make
* create a logical, error-free proposal (oral or written) that will win the day.
Table of contents
- 1. Overview
- 2. Creativity
- 3. Two Principles of Communication
- 4. The Buying Process
- 5. The Persuasion Process: Part I
- 6. Needs
- 7. The Persuasion Process: Part II
- 8. Controlling the Persuasion Process
- 9. Features, Functions, and Benefits
- 10. Setting Your Objective
- 11. Using the Tools
- 12. Case Study: How to Increase Staff During a Hiring Freeze
- 13. Case Study: How to Get Funding for Your Program
- 14. Case Study: How to Be a Rocket Scientist!
- 15. Building Your Own Proposal
- 16. A Touch of the Real World
- 17. Can You Find the Errors?
- 18. Selling Your Ideas to Higher Management
- 19. The Anatomy of Persuasion as a Management Tool
- A Final Word: Thinking and Talking in Terms of Benefits
- Title: The Anatomy of Persuasion
- Release date: June 2007
- Publisher(s): AMACOM
- ISBN: 9780814417010
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