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

By Harry Mills | Go to book overview

CHAPTER
21
Persuasion Trigger
Seven: Liking

Friends Wont Let You Down

I III LIKING: THE MAGIC BULLET

Likable communicators are more persuasive. We try to please the people we like and find attractive.

Communications expert Roger Ailes, who advised both Presidents Reagan and Bush, argues: “If you could master one element of personal communications that is more powerful than anything we've discussed, it is the quality of being likable. I call it the magic bullet, because if your audience likes you, they'll forgive just about everything else you do wrong. If they don't like you, you can hit every rule right on target and it doesn't matter.”1


Friendship and Persuasion

If you've ever been to a Tupperware party, you'll understand how compliance professionals exploit our natural desire to say yes to those we like most.

Although a Tupperware representative entertains and demonstrates, the real influence to buy the goods at the party comes from a friend playing the role of party hostess. What chance do you stand? You're in your friend's home, and you've enjoyed your

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