Artful Persuasion: How to Command Attention, Change Minds, and Influence People

By Harry Mills | Go to book overview
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CHAPTER
7
ERSUASION
POINTERS
1. Persuade with power talk. Talk positively, assertively, and decisively.
2. Avoid intensifiers such as definitely and very. Avoid hesitations and fillers, disclaimers, hedges, and qualifiers.
3. Sell the sizzle, not the steak; sell benefits, not features.
4. To analyze how your proposition will appeal, ask:
A. What do they stand to gain from my proposal?
B. What do they stand to lose if they don't adopt my proposal?
5. When selling products or ideas, focus on what makes you5 different or unique. Develop a unique selling proposition for everything you sell.
6. Consider the emotional impact of every word you use. Most6 words have emotional overtones.
7. Use positive words to support your ideas; use negative words to highlight your opponent's weaknesses.
8. A Whenever possible, inject attention-grabbing words, such as free, new, and easy, into your proposals and presentations.
9. Exploit the power of antithesis when you want to create a memorable, quotable statement.
10. Use stylized repetition in your phrasing to increase the impact of your words.

-104-

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