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Cover of Persuasion: The Art of Getting What You Want
Persuasion: The Art of Getting What You Want
$27.95
Hardcover
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BOOK DETAILS

Dave gives an overview of the book:

You may have learned how to sell but you probably never learned how to persuade. In Persuasion, Lakhani teaches you the scientific principles of applied persuasion that will allow you to be more effective in all your persuasive endeavors. Learn exactly how people make decisions and how you can influence those decisions using simple, ethical persuasion techniques. Lakhani also explores the difference between persuasion and manipulation and shows you how not to cross ethical boundaries.  In the book Lakhani explains how being raised in a cult from the time he was six years old until his late teens spawned a 27 year study of persuasion that has had him in on the road 180 days a year speaking to over 100,000 people a year. This book is considered the seminial work on applied persuasion.
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You may have learned how to sell but you probably never learned how to persuade. In Persuasion, Lakhani teaches you the scientific principles of applied persuasion that will allow you to be more effective in all your persuasive endeavors. Learn exactly how people make decisions and how you can influence those decisions using simple, ethical persuasion techniques.

Lakhani also explores the difference between persuasion and manipulation and shows you how not to cross ethical boundaries.

 In the book Lakhani explains how being raised in a cult from the time he was six years old until his late teens spawned a 27 year study of persuasion that has had him in on the road 180 days a year speaking to over 100,000 people a year. This book is considered the seminial work on applied persuasion.

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PERSONA - THE INVISIBLE PERSUADER

 

"My professional persona never loosens its grip, keeping an eye on me at all times."

Agnetha Faltskog 

            Persuasion is like building a house. Your persona, which is the person you are, the person everyone will see and interact with, is the foundation and the walls of the house. Persona gives your persuasiveness structure and support; it also holds the rest of the components that will give it beauty, desirability, warmth and safety. 

In order to be persuasive your persona must be developed to fully support your message. You must look the part, sound the part and act the part. If your message and your persona are not congruent, people you hope to persuade may make an unfavorable decision about you.

            Current research reveals that people make decisions nearly instantaneously. They don't need overwhelming information to "thin slice" what they see and make a decision. Malcolm Gladwell in his exceptional book on how we think, called Blink,(Little, Brown, 2005) discusses in detail how art experts are able to detect a forgery nearly the second they look at an object; long before they can conclusively explain why they know it is a forgery, they "thin slice" the information and make a decision. The same principle allows you and me to make decisions in the blink of an eye about whether or not someone is being honest, if they know what they are talking about and if they have our best intentions at heart.

            There are three elements of developing your persona you must focus on and develop in order to persuade at the highest levels:

1.      Appearance

2.      Voice and Communication Skills

3.      Positioning

Please understand when I talk about persona, I'm not suggesting you develop a façade or mask to wear when you are trying to persuade, rather I'm talking about developing fully a positive set of skills that become an integral part of your personality. You may employ the skills more or less throughout the day, but you will always employ them fully when you are persuading. As you become more adept at persuading and as you practice the skills more and more, they'll soon become an unconscious part of you that you automatically apply in the appropriate situations.

 

APPEARANCE

People judge you by your appearance. Studies have proven over and over that tall men do better than short men on job interviews and when dating. Attractive people are more likely to be hired than their less attractive peers when equally qualified. A very detailed study of attractiveness was published in the American Psychological Association's Psychological Bulletin called "What is beautiful is good, but . . .: A meta-analytic review of research on the physical attractiveness stereotype," by Alice H. Eagly, Richard D. Ashmore, Mona G. Makhijani, and Laura C. Longo in 1991. This very interesting study is worthwhile for every serious student of persuasion.

While this all sounds incredibly unfair, it is a simple fact of life. As human beings we make instant judgments about other human beings based on many different criteria and attractiveness is one of them.  The good news is that no matter how you look today, you can tilt the playing field in your favor rather easily, but you must make a conscious effort to do so.

You must aggressively and honestly evaluate your appearance today. I want you to ask yourself a few simple questions and answer them honestly; these questions apply equally to men and women. In the last twelve months have you:

[BULLET POINTS]

Evaluated or updated your hairstyle?

Looked at all of the clothes you wear daily for signs of wear?

Gained or lost more than 10 pounds?

Replaced shirts or blouses that you wear more than two to three times a month?

Had your shoes professionally polished regularly?

Evaluated your clothing choices and styles to see if they are still current or appropriate to your position?

Closely examined your face, head and ears for signs of aging, sun damage, or errant hairs that need to be removed?

If you are a man, carefully examined your haircut to see if it supports your hairline?

If you are a woman, carefully evaluated your style and color to see if it is making you look age appropriate or slightly younger?

Evaluated your clothing to be sure there are no holes, worn or frayed areas?

Gotten rid of items in your wardrobe that you haven't worn in twelve months? (If you haven't worn it in twelve months, it is very unlikely you ever will again and extremely unlikely the style will be appropriate or in fashion).

Taken a close look at how your hands and fingernails look?

It may seem simplistic, perhaps vain to go through a checklist like this, but you must remember that every person you are hoping to persuade is evaluating everything about you.

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Note from the author coming soon...

About Dave

Dave Lakhani is the world's first Business Acceleration Strategisttm and President of Bold Approach, Inc., a Business Acceleration Strategy firm helping companies worldwide immediately increase their revenue through effective sales, marketing and public relations.

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