Copyrighted Material
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I N D E X
Accountability, 142–143, 156,
Alfaro, Mercedes, 33, 214
167
Alienation, avoidance strategies,
“Act as if” strategy:
147–148
belief creation and change
Apathy, 121
process, 92
Appearance:
permission granting process,
attractiveness, 18
129–130
evaluation of, 18–20
Advertising/advertisements:
dress guidelines, 20–23, 36,
ads that interrupt and tell a
213
story, creation of, 179–183
importance of, 17–18, 36, 147
AIDA formula, 51
intuition, 19–20
copying ads, 174
tips for, 23–24
effective, 183–185
Appointment calendar, 109
information resources, 182
Art of persuasion, 206
investment in, 183
Article writing, 74–77, 80
profitable and persuasive ads,
Ask Database, 200
creation of, 172–179
Assumptions, 38, 41, 115, 117,
writing guidelines, 59
192
Advisors, types of, 103
Assumptive close, 129
COPYRIGHTED MATERIAL
Aggressive strategies, 129
Attractiveness, 18–19
Agreement, in negotiation
Audience, generally:
process, 14, 191–193
involvement, 150, 154
AIDA (Attention, Interest,
positioning of, 147–148
Desire, Action) advertising
Audio, in presentations, 150
formula, 51
Audio books, 71, 74–77, 202
219
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Authoritarian appearance, 23
Charities, involvement with, 42
Automatic believing, 87
Cialdini, Robert, 134
Autoresponders, 197–198
Clark, Jon, 214
Availability, 107–111, 155, 168
Closing the sale, see Permission
granting
Belief preservation, 87–88
Coaching, for voice, 26
Belief system:
Comfort zone, 7
building on, 87
Commitment, 5, 9–10, 143–144
challenge of, 3
Common-knowledge statements,
change process, 69, 90–93
9
change strategies, 85, 87, 89
Commonality, identification of,
creation process, 90–93
95–97, 100–101
flexibility in, 88
Communication skills:
importance of, 84–85, 93
guidelines for, 30–31
questioning, 114
hand motions, 33
reframing, 88–89, 94
nonverbal, generally, 151
schemas, 88, 94
pauses, 27, 29
shared, 191
posture, 31
suspension of, 89, 174
practice for presentations,
understanding of, 86, 93, 154
28–29
Benevolent authority, 10
pronunciation, 30
Berkley, Susan, 25, 165, 216
rhythm, 28–29
Best-interest focus, 207–208
speech patterns, 27–28
Big Seminar, The, 198, 215
speech training, 29–30
Blame, 9
speed of speech, 26
Blink (Gladwell), 17
voice, see Voice
Blogs, 72, 78–80, 199, 204
Company story, 63
Board membership, 103, 105
Competition, 68, 108, 173, 175,
Body language, 31, 55. See also
181
Communication skills
Concessions, 142, 190–191,
Branding, 181
194
Brochures, 150
Concurrence, 135–136
Business organizations, 42
Confidence, 151
Buying process, 169–170
Conflict, in negotiation process,
188
Case studies, 165–166
Confrontation, 9
Cell phones, 34
Connotation, 15
Charisma, 7
Contrast, 150
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Covert persuasion strategies:
Discounting, 108
guarantees,128
Dress guidelines, 20–23
inconsequence, 137
Drucker, Peter, 65
test drives, 128, 132
trials, 128, 132
80/20 rule, 7
Credibility:
Emotion:
destruction of, 122
empathy and, 136
importance of, 8, 20, 22, 68
in storytelling process, 52–53,
sources of, 71, 78
55, 61, 63
transfer of, see Credibility
Emotional desire, 9
transfer
Emotional release, belief change
Credibility transfer:
and, 89, 93
active, 40–42, 44
Empathy, 136, 150
implied, 42–44
Endorsements, 39–41, 43, 154,
process of, 39–40, 44
180
Critical thinking, 7–8
Ethics, 168, 209–210
Curiosity:
Etiquette, 33–35
creation and enhancement of,
Evaluation process, 49
113–115, 117, 154
Exclusivity:
decision-making process and,
benefits of, 102–107,
117
111
importance of, 13, 112–113,
demonstration of, 168
116–117
gifts, 141
purpose of, 117
Expectations, 20, 151, 190
questioning
Expertise:
assumptions/beliefs,
example of, 66–68
115–117
importance of, 70, 72, 116,
154, 191
Dailey, Angela, 2, 7
Eye contact, 30, 55
Deadlines, 168
Deception, 2, 8
Facial expression, 151
Decision-making process, 16–17,
Facial mask, 25–26
167–168
Familiar/familiarity:
Defenses, lowering of, 3
example of, 99–100
Desire, verbalization of, 9
identification of, 95–97
Detailed information, 114
importance of, 191
Dining etiquette, 33–35
persona, 97–98
Direct questions, 114–115
presentation and, 148–149
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Familiar/familiarity (Continued)
defined, 66
relationship building and,
expertise, 66–68, 70, 72
97–99, 101
opinions, 71, 73–74, 81
research, 98
personal experience, 69
shared experience, 100–101
radio programs, 72, 77–78
Feedback:
self-promotion, 72, 80–81
importance of, 14, 29, 184
subject matter knowledge,
in storytelling process, 54
70–73
Feldenkrais, 33
30-day development process,
Fidogear, 176
70–81
First impressions, 36
writing opportunities, 71,
Follow-on questions, 115
74–77, 81
48 Laws of Power, The (Greene), 2
Fraternal organizations, 42
Hand motions, 33
Fraternities, 42
Handshake, 35
Friendships, cultivation of, 209
Harvey, Paul, 59
Future pace, 152
Headlines, in ad creation,
179–180
Generalizations, 9, 72, 123
Hill, Napoleon, 103
Ghostwriting, 75
“How do you know” questions,
Gifts, 140–142, 144, 153, 168,
113
214
howtopersuade.com, 210
Gladwell, Malcolm, 17
Goal-oriented salespeople,
Image, see Appearance
208–209
Image consultants, 214–215
Google, 98
Imagery, 49
Grab-me-by-the-ears statement,
implicit.harvard.edu, 188
53
Impulse/instant purchases,
Graphics:
184
presentation skills, 30–31
Inconsequence, 137–138,
use of, generally, 150
155–156
web site design, 197
Inflection, 61
Greene, Robert, 2
Influence, Quick Persuaders:
Group selling, 130–131
accountability, 156
Guarantees, 128
availability, 155
Gurudom:
belief system, 154
benefits of, 66, 81
curiosity, 154–155
blogs, 72, 78–80
expertise, 154
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gifts, 153
Likeability, 138–140, 191
inconsequence, 155–156
Limbaugh, Rush, 65
transference, 153–154
Loss, potential for, 4, 10
Inner circle, 103–104
Insurance, 169
Mandossian, Alex, 136, 198,
Intent, 10, 15
200–202, 215
Interactive presentations,
Manipulation:
30
car purchase example, 3–8,
Internet, benefits of, 196–197. See
13
also Web site
defined, 1
Internet marketers, 108
effective, 10
Interviewing guidelines, radio
five conditions of, 3–5, 10
programs, 78
persuasion distinguished from,
Intuition, 19–20
1–2, 10, 12–13, 15, 146
inventory.overture.com, 79
process of, 8–10
I SELL process:
Manners/mannerisms, 31–33,
educate, answer, and
36
encourage, 162, 166
Market research, 73–74
identify qualified prospects,
Mastermind groups, 103, 105
162–165
McQuown, Maggie, 214
lead them to their best
Media coverage, 43, 60–61
decisions, 162, 167–168
Minibiography, 63
let them buy, 162, 169–170
Monotone voice, 26–27, 61
start your story, 162, 165–166
Morin, Armand, 198, 215
Motivational speakers, 27
Judgments, 18
Justification, 7
Negotiation:
components of, 189
Keywords, search for, 79–80
concessions, 190–191, 194
Knowledge, evaluation of, 22
expectations, 190
expertise, 191
Law of contrast, 150
likeability/familiarity, 191
Law of Reciprocation, 140
prejudices and, 187–188
Leads, asking for, 122
prospect, knowledge about,
Letter-writing guidelines, 59
189–190
Level 1/Level 2/Level 3/Level 4,
questions, 191
Style Scale, 23, 36
seven steps in, 192–193
Leverage, 13
win-win outcome, 188–189
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Networking, 106
Personal story, 62
Next-action steps, 142–143
Persuasion, generally:
Nonprofit organizations, 103
as art form, 14
Nonsecular organizations, 42
benefits of, 12, 15
Nonverbal communication, 33,
defined, 206
151
manipulation distinguished
from, 1–2, 10, 12–13, 15
Omission, 115
six tenets of, 207–211
Opinions:
Persuasion Equation:
development of, 71, 73
applications, generally, 13,
sharing, 71, 73–74, 135–136
157
Outcome-based goals, 207
influence, 153–157
positioning, 146–148, 157
Partial information, 115
presentation, 148–153, 157
Pauses, use of, 27, 29
Podcasting, 202–204
Permission granting:
Positioning, 31–35, 146–148
“acting as if” strategy, 129–130
Posture, 31, 33
group selling, 130–131
Posturing, 31–32
implications of, 125–126
Power, transfer of:
importance of, 126–127, 132
active, 40–42, 44
process of, 129
enhancement of, 135
psychological impact, 127–128
implied, 42–44
reassurance, 131
process of, 39–40, 44
subliminal strategies, 128,
Prejudices, 187–188
132
Presentation:
Persona:
audience involvement, 150
appearance, 17–24, 36, 147,
audio, 150
213
brochures, 150
availability and, 108–109
future pace, 152
communication skills, 25–31,
graphics, 150
36
guidelines for, 25, 30–31
creation of, 13
nonverbal communication,
defined, 16, 36
151
elements of, 17
reticular activator, 151–152
positioning, 31–36, 147
storytelling, 149–150,
voice, 25–31, 36
152–153
Personal appearance, see
Primacy effect, 149
Appearance
PR NEWSWIRE, 74
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Product/service story, 63
Rasband, Judith, 22–23, 215
Profitable ads, 172–179
Rationalization, 7
Profnet, 60
Real simple syndication (RSS),
Pronunciation, 30
199–200
Proof:
Reassurance, 127, 131
belief creation and change
Recency effect, 149
process, 92
Recommendations, 38
in storytelling process, 52–54
Reeder, Steve, 24, 213
Prospect identification, 162–165
Reeves, Rosser, 175
Provocative statements, 114
Referrals, 40
Public relations plan, 43
Relationship(s):
building strategy, 9, 137, 139,
Questions:
209
in ad creation process,
development of, 69, 92–93,
176–178
169
direct, 114–115
endorsements/referrals, 39–41
in I SELL process, 166
long-term, 13
in negotiation process, 191
permission granting and,
in storytelling process, 54–55
126–127
types of, 115–117
rapport, see Rapport
Quick Persuaders:
reinforcement of, 9
accountability, 142–143
Relevancy:
commitments, 144
defined, 119–120
concurrence, 135–136
familiarity and, 120, 124
effectiveness of, 144
importance of, 120–122, 124,
empathy, 136
148
giving to receive, 140–142,
needs and desires, 121–123
144
questions for, 122–123
inconsequence, 137–138
Religious beliefs, 89–90
likeability, 138–140
Repeat clients, 209
social matching, 134–135
Respect, mutual, 13
as support, 133–134
Reticular activator, 151–152
Rhythm, in storytelling,
Raddatz, Rick, 198
150
Radio programs, 72, 77–78,
Risk/potential reward ratio, 8
202–203
Rapport, 9, 20, 129, 137, 148,
Sample products, 141–142
190, 193
Seek, Shannon, 216
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Self-promotion, 72, 80–81
outline, 52
Self-publishing, 74
persuasive vs. storybook
Selling:
stories, 51
client desires, 162–170
in positioning process, 148
hiring staff, 161
power of, 48–49
leads, 161
practice for, 61–63
marketing and, 160–161
presentation guidelines,
problem of, 160
149–150
Shared beliefs, 191
primacy effect, 149
Shared opinions, 135–136
recency effect, 149
Sliding pricing strategy, 107–108
writing stories, 58–59
Smiling, 151
Style Scale, 23, 215
Social matching, 134–135
Subject matter knowledge, 70–73
Social proof, 134
Support, 14
Solution:
justification of, 7
Teleconferences, 201
search for, 3, 8, 10
Telephone calls:
Special offers, 105–106
acceptance of, 109
Specific-need persuasion strategy,
initial contact, 99–100
104
voice guidelines, 165
Speech training, 29–30
Teleseminars/teletraining, 136,
Storytelling:
200–202, 204, 215–216
in ads, 179–183
Test drives, 128, 132
AIDA formula, 50–51
Testimonials, 41–43, 52, 71, 149,
benefits of, 50, 63
165–166, 180
conclusion, 58
Thin slice, in decision-making
curiosity creation, 115
process, 17
development of, 51–53
Time limits, 155
elements in, 50–51, 63
Time-oriented salespeople,
example of, 46–48, 56–58
208–209
guidelines for, 55–58,
Time sensitivity, 3–4, 10
63
Timing, importance of,
imagery, 49
122
in I SELL process, 165–166
Toastmasters, 29, 71
know your story, 51–53
Tone, 55
lay out the story, 53–54
Tracking ads, 183–185
meaning/message in, 49–50
Tradeshows, 99, 140
to media, 60–61
Traffic counts, 183
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Transference, 153–154
speech training, 29–30
Trials, 128, 132
tone of, 55
Trump, Donald, 38
variation in, 26–27
Trust development, 8–9, 42, 92,
190
Warranties, 169, 189
Truth/honesty, 208
Web site:
blogs, 78–80, 199, 204
Uniqueness, 176–177
design guidelines, 197–200,
Unsuccessful salespeople, 147
204
Up-selling, 169
testimonials on, 41
Urgency, creation of, 109
White papers, 75–76
Word-of-mouth reputation,
Videotapes, for self-evaluation,
8
32, 151
Writing guidelines,
Voice:
advertisements, 182
exercises for, 26
Writing opportunities, 71, 74–77
facial mask, 25–26
Written testimonials, 41
inflection, 61
pitch, 26
Yes set, 137
projection of, 25
quality of, 26, 36
Ziglar, Zig, 206
