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Index
Title Page
Copyright Page
Dedication
Foreword
PREFACE
Acknowledgments
ABOUT THE AUTHOR
Chapter 1 - MANIPULATION
Chapter 2 - PERSUASION
Chapter 3 - PERSONA—THE INVISIBLE PERSUADER
APPEARANCE
VOICE AND COMMUNICATION SKILLS
POSITIONING
Chapter 4 - TRANSFERRING POWER AND CREDIBILITY
TRANSFER OF POWER AND CREDIBILITY
Chapter 5 - STORYTELLING
HOW TO TELL A PERSUASIVE STORY
WRITING PERSUASIVELY MEANS WRITING DOWN GOOD STORIES
TELLING YOUR STORY TO THE MEDIA
PRACTICE YOUR STORYTELLING
Chapter 6 - GURUDOM
HOW TO BECOME A RECOGNIZED EXPERT IN THIRTY DAYS
Chapter 7 - DESIRE TO BELIEVE
SEVEN-STEP BELIEF CREATION AND CHANGE PROCESS
Chapter 8 - FAMILIARITY
FAMILIARITY IN ACTION
Chapter 9 - EXCLUSIVITY AND AVAILABILITY
EXCLUSIVITY
AVAILABILITY
Chapter 10 - CURIOSITY
Chapter 11 - RELEVANCY
Chapter 12 - PERMISSION GRANTING
THE IMPORTANCE OF PERMISSION GRANTING
Chapter 13 - THE QUICK PERSUADERS
SOCIAL MATCHING
CONCURRENCE
EMPATHY
INCONSEQUENCE
LIKEABILITY
GIVING TO RECEIVE
ACCOUNTABILITY
Chapter 14 - THE PERSUASION EQUATION
THREE STEPS TO EFFECTIVE PERSUASION
Chapter 15 - PERSUASIVE SELLING
WHAT YOUR CLIENTS WANT
Chapter 16 - PERSUASIVE ADVERTISING
HOW TO CREATE PROFITABLE AND PERSUASIVE ADS
CREATE ADS THAT INTERRUPT AND TELL A PERSUASIVE STORY
MEASURE YOUR AD′S EFFECTIVENESS
Chapter 17 - PERSUASIVE NEGOTIATING
Chapter 18 - PERSUADING THE MASSES ELECTRONICALLY
HOW TO PERSUADE THE MASSES FOR THE COST OF A PHONE CALL
HAVE YOUR OWN RADIO SHOW
Chapter 19 - MASTERING PERSUASION—THE ART OF GETTING WHAT YOU WANT
SIX TENETS OF PERSUASION
IMMEDIATE NEXT STEPS TO PERSUASION MASTERY
PERSUASION RESOURCES
RECOMMENDED READINGS
INDEX
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