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Index
Cover Page
Cover
Contents
Title
Copyright
Acknowledgments
Introduction
Chapter 1: Principles of Influence
What Influence is Not About
What Influence is About
Know the Difference Between a Good Cause and a Special Interest
Chapter 2: Know What you Want
Tactic 1: Your Effort is a Cause
Tactic 2: Know the Nature of What You’re Selling
Tactic 3: Set a SMART Goal
Tactic 4: Know Why you Want What you Want (and Why Your Audience Might Want What you Want)
Tactic 5: Know What You’re Talking About
Applying the Know What you Want Rule in the Real World
Chapter 3: Know the Competition
Tactic 6: Identify the Competition
Tactic 7: Know What You’re Competing For
Tactic 8: Research the Opposition
Tactic 9: Research Yourself as if you Were the Opposition
Tactic 10: Divide and Conquer
Tactic 11: Circle the Wagons
Applying the Know the Competition Rule in the Real World
Chapter 4: Know the Arena
Tactic 12: Find Your Decision Maker
Tactic 13: Find Your Plan B (and Plan C and Plan D) Decision Maker
Tactic 14: Ask the and Next Question
Tactic 15: Know the Rules of the Game
Applying the Know the Arena Rule in the Real World
Chapter 5: Know Your Primary Audience—The “Influencees”
Tactic 16: Know What Gets Them Up in the Morning—and Keeps Them Up at Night
Tactic 17: Know What They Need from You, Not What you Want to Give Them
Tactic 18: Categorize Your Primary Audience into Champions, Supporters, and the Rank and File
Applying the Know Your Primary Audience Rule in the Real World
Chapter 6: Find Your Surrogates—The “Influentials”
Tactic 19: Know Who Will Be Positively Impacted
Tactic 20: Know Who Influences Your Decision Maker
Tactic 21: Don’t Network—Netplay
Tactic 22: Partner with Polar Opposites
Tactic 23: Remain Civil, Even with Those you Really Don’t Like
Applying the Find Your Surrogates Rule in the Real World
Chapter 7: The Campaign Plan
Tactic 24: Don’t Bring a Knife to a Gunfight (or a Screwdriver to a Nut and Bolt)
Tactic 25: Create an Influence Reserve
Tactic 26: Don’t Be a Nigerian Prince
Tactic 27: Numbers Don’t Always Matter
Tactic 28: Do Not Start with Your Compromise Position
Tactic 29: Trade for Votes
Tactic 30: Know the Walk-Away Points
Tactic 31: Keep Track
Tactic 32: Strategize around the Risks
Applying the “Develop the Campaign Plan Rule” in the Real World
Chapter 8: Crafting a Winning Message
Tactic 33: Don’t Rest on the Power of Your Position
Tactic 34: Connect to the Issue du Jour
Tactic 35: Do Not Be Insulting—Whether on Purpose, in Secret or by Accident
Tactic 36: Find the Common Ground
Tactic 37: Remember the Puppies and Children Rule
Tactic 38: Use the SPIT Formula
Applying the Crafting the Message Rule in the Real World
Chapter 9: Delivering the Message
Tactic 39: Pick the Delivery Method That Works for Your Audience, Not you
Tactic 40: Have the Proper Materials
Tactic 41: Turn Lemons into Lemonade
Tactic 42: No Astroturf
Applying the Delivering the Message Rule in the Real World: Lather, Rinse, Repeat
Chapter 10: The End Game
Tactic 43: Know the Difference between Persistence and Stalking
Tactic 44: Control the Uncontrollable
Tactic 45: What to Do if you Succeed
Tactic 46: Don’t Take Credit— Even if you Deserve it
Tactic 47: Say Thank You
Tactic 48: Avoid Failure by Redefining Success
Tactic 49: Really Don’t Do These Five Things
Tactic 50: Have Fun
Index
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