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Artful Persuasion: How to Command Attention, Change Minds, and Influence People Paperback – April 11, 2000

4.2 out of 5 stars 30 customer reviews

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Editorial Reviews

Book Description

"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.

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Product Details

  • Series: The New Psychology of Influence
  • Paperback: 300 pages
  • Publisher: AMACOM; 1 Ed edition (April 11, 2000)
  • Language: English
  • ISBN-10: 0814470637
  • ISBN-13: 978-0814470633
  • Product Dimensions: 9.4 x 6.4 x 0.7 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (30 customer reviews)
  • Amazon Best Sellers Rank: #337,544 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

Format: Paperback
There is a common misconception that "knowledge is power".
It isn't.
Just 'having' knowledge merely qualifies you to play Trivial Pursuit.
Knowledge only translates into power, or in this case "persuasion", IF you know how to USE that knowledge effectively.
This book leans heavily on the "knowledge=power" misconception for it's appeal.
It is a typical example of what I call "sweeper" writing. That is to say, though it claims to be offering to tell you "how" to do something (in this case, "How to command attention, change minds, and influence people") it actually only tells you "what" to do. It covers the gap with a stream of brief stories of the "Wow, I never knew that!" variety, "swept up" from a whole slew of books on more or less the same subject.
It is my perception that *anybody* who has read the same set of source books, and has a reasonable grasp of written English, could have produced this book, regardless of whether they had any prior knowledge or experience of the subject.
For beginners (in any subject), especially those who set more store by what they "know" rather than by what they can actually "do", this "canned knowledge" approach can be very attractive. Indeed, it may well lead them to assume that the book itself is of some value.
For the more discerning reader - one who wishes to be able to put their knowledge to work - this favourable impression lasts just about as long as it takes them to find a more pragmatically-oriented text.
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Format: Paperback
This book clearly speaks to some interesting research concerning persuasion and influence, however, it appeared to me that anyone with exposure to Dr. Cialdini's research would find this repetitive and more focused on training those who would wish to become "black market" persuaders. I might also argue that the more interesting parts of Mr. Mills book appeared to be a re-write of Cialdini's work.
While it is an o.k. book for those with no background in persuasion or social psychology, I would recommend reading "Influence-Science and Practice" and/or "Influence: The Psychology of Persuasion" by Dr. Cialdini. Many of the points made in Mr. Mills books relates to the research studied in both of these books. However, Dr. Cialdini's books are more enjoyable to read, more informative and instructive, and clearly speaks to the ethics of persuasion with sincere eloquence.
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Format: Paperback
There are dozens of excellent books on the subject of persuasion. This is one of the best. Mills explains "how to command attention, change minds, and influence people." His writing style is crisp, his material is very well organized, he includes an abundance of examples to illustrate his key points, and he concludes the book with an analysis of "the most influential persuaders of the twentieth century", Franklin Roosevelt and Winston Churchill. The book consists of four Parts:
How Persuasion Works (eg four patterns of influence) Thoughtful Persuasion (eg how to build trust and sell your expertise, how to give words added impact)
Mindless Influence (eg the seven "persuasion triggers" of automatic influence)
Persuasion at Its Best (ie Roosevelt and Churchill)
One of Mills's most effective devices is the checklist. Throughout the book, it enables him to summarize key points in appropriate clusters. This is especially helpful for future reference, after the book has been read and functions as a reference source.
This book will be invaluable to you if you want to strengthen your ability to "command attention, change minds, and influence people." It will also be invaluable to you when interacting with others who have also read Mills's book and are applying what the learned.
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Format: Paperback
I enjoyed reading this book a great deal. As an author of non-fiction career materials myself, I find that Harry Mills gathers the best of the material about persuasion and influence into one package. I reviewed the book, featuring it because the book is very important for technical professionals to know how to persuade and to recognize when they are being influenced.

This is an excellent book if you are a public speaker, but it is also for anyone who would want to know the techniques that "professional influencers" use.
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Format: Paperback
My work as an independent contractor based in Brooklyn doesn't leave me with too much time to search for books, let alone to review one. Restoring brownstones and renovating apartment houses are my pleasures and arts, and keep me busy here in our wonderfully self-renewing city.
When my brother gave me Artful Persuasion two weeks after he joined my company, I said, "Thanks, but I'm too busy getting us new contracts to read this....". He interrupted me, "That's exactly why you should read this, now."
I don't often agree with my younger brother, but Mizan was right.
Harry Mills has created a power tool here.
I have 3 copies now, for my home, my van and my office. It's not easy to negotiate with owners of properties which have every potential to reveal themselves--with the help of my workers and plans- as urban sanctuaries. Persuasion is a two way street, of course. The buyers of my services , whether new buyers or experienced landlords, righfully expect the best from me. I rightfully expect top payment from them.
Harry Mills helps me to persuade my clients that my expectations are quite fair. The contracts which I have signed since starting to use his book do not resemble my earlier ones, except for my signature and address. This book is put together so that I can find what I need at once. His specific techniques are really easy to remember and to use. He has made reading the book fun, too. Because he organized it like a superb tool-box, I can make the time to return to it with pleasure again and again. Nothing boring, no nonsense burns my fingers in this book.
You have no time to read a new book right now? Buy and read Artful Persuasion. You will soon have more money, which you can then translate into more time, especially if you have a reliable brother to join your business.
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