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

By Harry Mills | Go to book overview

CHAPTER
12
PERSUASION
POINTERS
1. Neutralize a hostile audience by establishing your credibility with solid evidence and expert testimony.
1. Convert a neutral audience by selling the benefits of your proposal.
1. Motivate and energize an uninterested audience with stories, compelling facts, and highly relevant information.
1. Educate the uninformed audience with a credible, logical, easy-to-follow presentation supported by one or two memorable anecdotes.
1. Refire a supportive audience with an inspirational address that will galvanize them to action.
1. With a mixed audience, focus your pitch on the subgroup who has the most power.
1. Don't promise all things to people - you will lose credibility.
1. Set realistic, achievable goals. Full-scale conversions are rare; if you neutralize someone who is hostile, you've been successful.
1. Use the model of the red, yellow, and green zones to quickly gauge the attitude of an individual or group you want to persuade.
1. If you want to achieve a major change, plan a series of gradual step-by-step changes.

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