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In these pages, the author details dozens of recent scientific studies that prove in various ways how and why a reasoned argument can be a waste of time and why—to be successful as persuaders—you must get to know the brain’s automatic, nonconscious mental system that acts without deliberate thinking.
Written by author James C. Crimmins, PhD, 7 Secrets of Persuasion is the first book to take the latest scientific insights about the mind and apply them to the art of persuasion. It directly translates the revolution in neuroscience that has occurred over the last 40 years into practical new techniques for effective persuasion.
Whether your goal is to persuade one person—a husband, child, or boss—or the millions who might purchase an Apple Watch or a Budweiser, 7 Secrets of Persuasion will show you how to:
- Unearth the motivation that actually changes a behavior such as smoking, voting, or buying, even though people don’t know why they do what they do.
- Tap into the mental process that gives religious symbols, political symbols, and commercial logos their power.
- Make a promise that is delayed, uncertain, and rational more compelling by making it immediate, certain, and emotional.
- Transform your candidate, service, or product into the one people want by utilizing what psychologists call the “fundamental attribution error.”
Note from the author: The seven secrets of persuasion revealed in this book are not a collection of separate techniques that you need to choose among. You can use any one, two, or all of them whenever you attempt to persuade, whether you seek to persuade one or many, and whether the goal is important or trivial.
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