Persuasion Equation

The Subtle Science of Getting Your Way

 Persuasion Equation

Author: Mark Rodgers
Pub Date: May 2015
Print Edition: $17.95
Print ISBN: 9780814434178
Page Count: 240
Format: Paper or Softback
e-Book ISBN: 9780814434185

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Table of Contents


Foreword by Alan Weiss vii

Acknowledgments x

Introduction 1

1 Persuasion Fundamentals

The Basics You Need to Know, and Why You Need to Know Them 5

2 Decision Making

The Surprising Reasons People Say Yes and No 25

3 Targets, Technology, and Tactics

Because It's Not About You, It's About Them 46

4 Building Your Business Case

Creating the Logical and Emotional Foundations of Your Argument 65

5 The Credibility Crucible

How You Get It, Why You Lose It, and How You Win It Back 92

6 Power Language

Verbal and Nonverbal Communication Tools to Skyrocket Your Success 106

7 Persuasive Processes

A Five-Step Sequence to Yes 128

8 Persuasion 360

How to Get Agreement, Up, Down, and All Around 145

9 Persuasion 911

What to Do When Your Persuasion Attempts Go Awry 162

10 Yes Success

What to Do When Your Target Agrees (and Why Most People Don't

Get This Right) 175

11 Your Persuasion Action Plan

How to Get a 10,000:1 Return on Your Investment in This Book 189

12 The Psychology of Self-Persuasion

The First Person Who Needs to Say Yes . . . Is You 203

Bibliography 217

Index 219

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