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

By Harry Mills | Go to book overview

CHAPTER
4
PERSUASION
POINTERS
1. Don't be afraid to display or promote your qualifications. Qualifications confer status and expertise.
2. Build your reputation on openness and honesty. People with dishonest reputations are not believed even when they tell the truth.
3. Don't oversell your position with exaggerated claims. Exaggerations weaken the rest of your case.
4. Never claim more than you think your audience will believe. Your product or service may be the best, but if you can't convince the audience, you're better off to moderate your claims.
5. Where appropriate, point out the disadvantages in your product or service. It gives credibility to everything else you say.
6. Never assume that people trust you. Take every opportunity to prove that your word is your bond.
7. Use the power of print to increase your credibility by being quoted. A well-written book in your area of expertise, endorsed by fellow experts, can boost your reputation enormously.
8. Build a portfolio of reputable third-party endorsements and testimonials.
9. Look to build your credibility on three levels:
A. Your personal credibility
B. The credibility of your ideas
C. The credibility of your organization

-36-

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