Artful Persuasion
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"There's really nothing mysterious about getting people to change their minds. No special, inborn gifts. No subliminal tricks.
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Instead, the best persuaders—advertisers, salespeople, politicians, spin doctors—depend on the fact that everyone responds to messages in just two ways: thoughtfully or mindlessly. And they know how to manipulate these two persuasion routes to make even the most doubtful say ""yes.""
Jam-packed with fascinating case studies and surprising examples, this comprehensive, entertaining how-to guide puts the powerful tool of persuasion at anyone's disposal. It explains:
* How the master persuaders—the Churchills, Lincolns, and Roosevelts—create powerful, memorable messages that convince people of their arguments' logic and rightness.
* How successful persuaders exploit the psychological triggers that cause people to subconsciously move from ""no"" to ""yes."""
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