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Persuasion: The Art of Getting What You Want Hardcover – September 15, 2005

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Product Details

  • Hardcover: 256 pages
  • Publisher: Wiley; 1 edition (September 15, 2005)
  • Language: English
  • ISBN-10: 0471730440
  • ISBN-13: 978-0471730446
  • Product Dimensions: 6.3 x 0.9 x 9.3 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (72 customer reviews)
  • Amazon Best Sellers Rank: #165,697 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

Did you know that the outcome of most persuasive events isdetermined before you ever say a word?

You may know how to sell, but you were probably never taught howto persuade. In this book, persuasion expert Dave Lakhani breaksdown the persuasion process into easy-to-use steps. You'll learnnot only how to persuade, but the biology and psychology behindpersuasion.

In business, persuasion is key to every aspect of sales,marketing, and negotiations. This book reveals today's mosteffective persuasion techniques for business professionals. Whileit focuses on the business arena, these principles of persuasioncan easily be successfully applied in your personal life.

Though the techniques are similar, Lakhani draws a hard linebetween persuasion and manipulation, with the primary distinctionbeing intent. True persuasion is based in truth, honesty,inquisitiveness, and the ability to tell a powerful story and tomeet the expectations of those you're trying to persuade. Goodpersuasion is a practiced art—a carefully orchestrated dancebetween you and the person you are persuading.

In Persuasion, Lakhani teaches you the steps in that delicatedance, showing you how to apply proven persuasive principles tocommon business challenges. Inside you'll find:

  • A map for the persuasive process, from beginning to end
  • A set of persuasion tools and a blueprint for using them
  • Seventeen specific persuasion tactics designed to instantlypersuade
  • The Persuasion Equation
  • The Six Tenets of Persuasion
  • Steps for becoming a persuasion expert in just thirty days
  • Quick Persuaders— tools you'll master and useeveryday

The book itself is exceptionally persuasive. It uses hardscience to support its theories, citing the opinions of notedneuroscientists, psychologists, and influence professionals andfeatures examples of persuasion at work in sales, copywriting,advertising, negotiations, and personal interactions. It shows youhow to persuade your audience in small, simple steps that proceedto the desired result. Because today's prospects are sophisticatedand technologically savvy, there's information on tech-savvypersuasion methods for use with Web sites, in blogs orteleseminars, or by Podcasting to a targeted audience. Learnexactly how to get your message through the electronic clutterfacing decision makers today.

If you've been successful, you've probably intuitively used someof these persuasion techniques before, but this book will mentoryou through a dramatic increase in your ability to persuade.Imagine how successful you'll be when you know how to strategicallylayer on tactic after tactic to methodically and effectively breakdown natural resistance, increase the emotions of acceptance anddesire, and move the prospect to the right outcome—the outcomeyou desire.

From the Back Cover

Praise for persuasion the art of getting what you want

"Dave has exposed the secrets of the most powerful persuaders inthe world. This book is a step-by-step guide to changing minds anddeeply influencing people in person, in print, on the air, oranyplace else you need to persuade. This book makes persuasion soeasy and predictable that it may be the most dangerous persuasionbook ever written . . . especially if it ends up in the hands ofyour competition."
—Mike Litman, CEO, Connect To Success, Inc. and coauthor ofConversations with Millionaires

"Dave Lakhani tells you everything you've just got to know aboutpersuasion in this book. It is written provocatively, yet clearly.And it is sure to open your mind while enriching your bank account.I highly recommend it. Fasten your seatbelt when you read it. Ittakes you on a thrilling ride!"
—Jay Conrad Levinson, "The Father of Guerrilla Marketing" andauthor of the Guerrilla Marketing series of books

"Dave Lakhani understands persuasion like few do and is able tobreak the process down so anyone can understand and use it. Ihighly recommend this book to anyone who hopes to improve their

ability to sell, market, advertise, or negotiate."
—Chet Holmes, Fortune 500 superstrategist and author of theMega Marketing, Business Growth Masters, and Guerrilla MarketingMeets Karate Master sales programs

"Man, talk about persuasive. Dave convinced me to read andreview his book, and I don't even like the guy."
—Blaine Parker, author of Million-Dollar Mortgage Radio

"Too few books actually put into practice what they promote.Dave Lakhani breaks the mold with this satisfying, powerfulread."
—John Klymshyn, author of Move the Sale Forward

Customer Reviews

This book is very easy to read and understand.
Thomas Holley
Anyone who has to persuade another person to do anything will find this book instantly valuable.
Patricia Trent
Dave Lakhani's book "Persuasion" is simply brilliant.
Brendon Burchard

Most Helpful Customer Reviews

115 of 129 people found the following review helpful By Kevin Hogan VINE VOICE on December 2, 2005
Format: Hardcover Verified Purchase
It's very bothersome to write a review that is going to largely be positive ...when that book directly competes with your own...for sales!

Former cult member, Lakhani starts with the dark side of persuasion then quickly moves into distinguishing the difference between manipulation and persuasion. Best is his step by step guide to manipulation. Very well done!

Many in the field of persuasion miss the crucial art of story. Lakhani does a nice job of giving his insights into one of the most difficult tasks a communicator have a story persuade.

The next thing I like in Art of Persuasion is Dave's outline of how to become an expert (guru) in 30 days. Expert status ==> credibility ==> more successful influence.

Another nice step by step outline is for changing beliefs. Easy to adopt and use.

Each chapter in the book is well thought out and presented concisely and with clarity.

This is an excellent primer on the art of persuasion and I recommend you pick it up today.

Kevin Hogan

Author of The Psychology of Persuasion


The Science of Influence
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63 of 71 people found the following review helpful By Diverse on March 5, 2009
Format: Hardcover
This book is a self-hurt book wearing self-help clothing. The techniques this guy proposes are 3rd rate. If you use these ham-handed techniques, you'll be the stereotypical overgroomed, oversmiling, overhappy, over the top stereotype that everyone's radar picks up instantly.
He gives useful tips like "Change your shirt twice a day, so you look polished." "Get a stylish haircut". "Make eye contact".
I laughed as i listened to this audiobook. It sounds like a Steve Martin skit "Training the failure to be loved by everyone."
The core problem: there is no subtlety to these techniques. Each one is focused on the reader "taking control" of each situation. The problem is, the people you're trying to take control of aren't as stupid as this guy portrays. It's implied that 'taking control' is always the best option.
I've found it's not.
For instance, take this line in the chapter "Establishing Familiarity". "When meeting people, become friendly with them. Find something you have in common, then refer to it often. In this way, they will like you, because they like the object or person you are referring to. BUT, beware.
Don't get TOO familiar with them, because they may use that familiarity against you. You need to retain control at all times, and make sure that the outcome is controlled by you."
Every transaction with another human is a zero sum game. There is a winner, there is a loser. Even when Lakhani labels it "win/win", it's really "win/lose".

So, if that's what you're looking for, and you actually know people that this clumsy, stumbling beginner's tactic will work on, then buy it.

This book is the sales manual from "Glen Gary Glen Ross' or "Boilerroom".
Read more ›
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30 of 32 people found the following review helpful By Kevin Eikenberry on May 6, 2006
Format: Hardcover Verified Purchase
If we want to be more effective in almost any area of our lives - whether as a leader, team mate, coach, marketer, or parent, being more persuasive can help us be more successful. For this reason I have become a student of persuasion and influence in the past few years.

This book is one of my new favorites in this topic area.

It talks about persuasion not from a theoretical perspective but from a real-life, "here's what you can do" perspective. There are three chapters in particular that lead me to recommend this book so strongly.

1. The first two chapters contrast manipulation from persuasion are very insightful and helpful to you as you consider the motives and intentions that you might have in a persuading situation. In my experience many people feel that if they work on becoming more persuasive in any sort of systematic way, that they will become manipulative. These two chapters will help you think that distinction through for yourself.

2. The chapter on the persuasion formula. By the time you get to this chapter none of the components of his formula will surprise you, but a formula is always helpful way to summarize things in our head (no, I'm not going to tell you what it is).

If you are drawn at all to the topic of persuasion, I highly recommend reading this book. It is well written, easy to read, and my copy already has marks and comments throughout - a good sign that it will be well used part of my library for a long time to come.
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38 of 44 people found the following review helpful By Reviewer on May 29, 2009
Format: Hardcover
Dave's books are thin on content and usually artificially inflated.

I like Dave for many things especially his vigor in exploring dimensions of marketing and persuasion. But these 2 books have very litte insightful content.

It looks like they have been written in a flurry,with a belief,that 'anyone' can write a book,even if they have very little of 'original insight' to share.

I am sure Dave has great insights to share.But they don't come out in either of his 2 books (Persuasion, Power of hour).I guess book writing requires much more time and effort.Its a long term project.And these books seem to have been written in a very short time.

Also it's hard to believe Reviews of Dave,because he always gives 5 star reviews to his fellow marketeers, who in turn return the favor.(Like Ken Hogan)This is something Dave Liebermann also does. Especially his recent books, are a lot of hype with very little real content.

As a recent trend,many marketeers in America have started doing 'artificial hype' of their books on Amazon. This gives a biased possitive view of the book.It may or maynot be justified.But what is missing is that the real readers voice (neutral and unincentivized) is getting buried.

I wish this trend can stop and the marketeers can trust the discretion of the readers and pay more attention in working on the quality of the book.

I am sure some of the same marketeers have great insights to share. Its just not coming out in their books because of rapid fire techniques of writing books they are employing. It may make money for them but in the long run,their books will be found to be very light on content.

I am sure good authors would like to take a different approach.
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More About the Author

I'm Dave Lakhani, President of, the nation's leading business acceleration strategy, sales and marketing, consulting and training firm. I'm also the author of Persuasion - The Art of Getting What You Want (Wiley Sept. 2005) and The Power of an Hour: Business and Life Mastery In One Hour A Week (Wiley 2006). Subliminal Persuasion: Influence and Marketing Secrets They Don't Want You To Know (Wiley), The 12 Factors of Business Success (Wiley) and How To Sell When Nobody's Buying (Wiley, 2009) I'm also the owner of,, and

Be sure to visit and click on resources to watch videos and get great persuasion, sales, and marketing ideas. You can also see my appearances on The Big Idea with Donny Deutsch and other media outlets.

I love connecting with readers of my book so start a conversation here on Amazon, drop me an email or comment on my blog, let's talk. You can also follow me on Twitter or Facebook

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