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Artful Persuasion: How to Command Attention, Change Minds, by Harry Mills

By Harry Mills

"There's rather not anything mysterious approximately getting humans to alter their minds. No certain, inborn presents. No subliminal methods. as an alternative, the simplest persuaders - advertisers, salespeople, politicians, spin medical professionals - rely on the truth that all people responds to messages in precisely methods: thoughtfully or mindlessly. they usually understand how to govern those persuasion routes to make even the main uncertain say "yes". full of attention-grabbing case experiences and marvelous examples, this entire, interesting how-to advisor places the strong software of persuasion at anyone's disposal. It explains: how the grasp persuaders - the Churchills, Lincolns, and Roosevelts - create strong, memorable messages that persuade humans in their arguments' common sense and rightness; and the way winning persuaders make the most the mental triggers that reason humans to subconsciously circulate from "no" to "yes".

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

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Endorse a suspect product; this had to be a good read — so I purchased four, one for me and three for friends. The Three Levels of Credibility Credibility must be built on three levels (see the credibility analysis tool kit). At the first level, you have to build your personal credibility. This involves selling yourself, demonstrating your mastery of issues, and speaking with flair and style. At the second level, you have to sell the credibility of your ideas. If your propositions are controversial, you'll need valid evidence supported by independent research.

Then Avis admitted it was No. 2. The advertisements declared, "Avis is No. 2. " The advertising claims were now credible. Avis, which had lost money for thirteen straight years, suddenly began to make money. "Candor is very disarming," say Ries and Trout. "Every negative statement you make about yourself is instantly accepted as a truth. Positive statements, on the other hand, are looked at as dubious at best. "12 Advertising agency Doyle Dane Bernbach (DDB) used the "law of candor" to create a remarkable campaign for Volkswagen, starting in 1960.

To succeed, the campaign opposing reform had to appear as though it had massive grassroots support. So, a number of citizens' organizations were created and funded to attack Clinton's plan on a number of fronts. One of the most prominent groups was the Coalition for Health Insurance Choices (CHIC). " In reality, it was a front group for the Health Insurance Association of America. In a series of television advertisements produced by this group, two ordinary Americans, "Harry and Louise," shared their personal fears about the prospect of guaranteed health care.

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