"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."""
About the Author
Harry Mills (Lower Hutt, New Zealand) is the author of 22 books on sales, negotiation, and influence, including the bestselling Negotiate: The Art of Winning. He is also an active consultant whose international clients include IBM, PricewaterhouseCoopers, Toyota, Unilever, and Lexus.