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

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

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

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

Synopsis

"There's really nothing mysterious about getting people to change their minds. No special, inborn gifts. No subliminal tricks.

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."""

Excerpt

The Art of
Image Management

IMAGE MANAGEMENT

Image Management and Politicians

Most people associate image management and the visual packaging of politicians with the rise of television.

The Visual Packaging of Abraham Lincoln

The visual packaging of politicians, however, dates back to the midnineteenth century and the invention of the photograph. Abraham Lincoln's election chances were visibly enhanced in 1860 by an impressive-looking campaign photograph doctored by the prominent New York photographer Matthew Brady.

Lincoln, a gangly man with a protruding Adam's apple and deeply furrowed face, was less than photogenic. So, Brady modified Lincoln's appearance with a couple of photographic tricks and retouched the print to remove his harsh facial lines. The embellished photograph made Lincoln look much more physically attractive; according to photographic historian Susan Kismeric, “Lincoln credited Brady's portrait in large part – for his election to the presidency”

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