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Subliminal Persuasion: Influence & Marketing Secrets They Don't Want You To Know Hardcover – April 18, 2008

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Subliminal Persuasion: Influence & Marketing Secrets They Don't Want You To Know + Persuasion: The Art of Getting What You Want + How To Sell When Nobody's Buying: (And How to Sell Even More When They Are)
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Product Details

  • Hardcover: 224 pages
  • Publisher: Wiley; 1 edition (April 18, 2008)
  • Language: English
  • ISBN-10: 0470243368
  • ISBN-13: 978-0470243367
  • Product Dimensions: 5.9 x 0.9 x 8.8 inches
  • Shipping Weight: 8.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (36 customer reviews)
  • Amazon Best Sellers Rank: #555,162 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

Every day you make purchasing decisions based on unconscious beliefs and biases you don't even know you have. Great marketers and persuaders know how to convince you to buy a product without you even knowing it. You can choose to believe you're immune, but you can't choose not to be persuaded. The power of subliminal persuasion can move markets and control consumers—and that's a fact. But how?

If you're an entrepreneur, salesperson, advertiser, or business owner, understanding the art of subliminal persuasion will give your bottom line a big boost. In Subliminal Persuasion, master marketer Dave Lakhani reveals in step-by-step detail the exact techniques people use to secretly persuade and influence you. Now it's your turn. In no time, you'll have the power to broadcast your message into a convoluted, competitive marketplace, leveraging the tools of mass influence to motivate the masses to profitable action.

In a market so overstimulated and oversaturated with irrelevant consumer messages, how valuable would it be if you could slip under the radar of consumer consciousness and cause a group of people to take the action you want them to take? Subliminal Persuasion will walk you through the Consumer Seduction Process and teach you all the latest techniques for leveraging the emotions, beliefs, and desires of your audience to move them in any direction you want—effectively, profitably, and even ethically.

And these techniques aren't just for salespeople and business owners. No matter who you are or what you do, the ability to persuade people instantly is a powerful tool in the arsenal of anyone who deals with people in any meaningful way. Look inside and learn to create contagious marketing messages, control the emotions of your prospects, master the subliminal power of words, and harness the media for your own purposes.

Subliminal Persuasion is what happens when science meets seduction. This book is your guide to the techniques jealously guarded by ad agencies, politicians, and the world's best marketers. Once you've opened your eyes, you'll never see marketing the same way again.

From the Back Cover

Praise for Subliminal Persuasion

"If you want to understand how to give your messages persuasive impact, this book gives you the right tools at the right time. Persuasion = profit, and this book is your guide."
—Chet Holmes, author of The Ultimate Sales Machine

"I love this book—Dave has broken down the psychology and subtleties of subliminal persuasion and made them profitably accessible, so you can leverage it in your own sales and marketing efforts."
—Joel Bauer, author of How to Persuade People Who Don't Want to Be Persuaded and Gravitational Marketing: The Science of Attracting Customers

"Dave Lakhani reveals secrets that are making ad agencies salivate. These tactics should only be studied by those who aren't intellectually squeamish or intimidated by being brutally effective."
—Ben Mack, author of Think Two Products Ahead

"Dave Lakhani has written the first original work on subliminal persuasion that I have seen in years. Part of me wishes he wouldn't share this information with the rest of the world, so I would be the only one with access to it!"

–Michael Lovitch, CEO,

"Dave teaches you the fine art of consumer seduction and subliminal persuasion in a way that will change how you approach sales and marketing forever. If you want results read this book!"
—Glenn Dietzel, CEO, Awakened LLC, and author of Author and Grow Rich

"The psychological techniques of subliminal persuasion Dave Lakhani reveals in this book are sure to move people to action without them even knowing they've been influenced. These persuasion tools are amazingly powerful and easy for anyone to use."
—Dr. Mollie Marti, author of The 12 Factors of Business Success: Discover, Develop, and Leverage Your Strengths

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

Customer Reviews

This is a book I want everyone in my Inner Circle to read.
Kevin Hogan
On the flip side, this book will give you a strong set of tools you can use to persuade others to your way of thinking.
Steven Chambers
You will read this book with a note pen in hand and you will be scribbling on every page.
Ben Mack

Most Helpful Customer Reviews

13 of 16 people found the following review helpful By ServantofGod on April 29, 2009
Format: Hardcover
A month ago I rated the same author's "Power of an hour" a three star with a review title "Relatively compleat, but can be deeper and better". So I gave this a try but had been very disappointed. Apparently the author had packed and summarized all that he read into individual topics. The result is a disorganised and shallow collection of diverse ideas that a reader can hardly recall or practice. If it were not for the CDROM and the reference reading in the end of each chapter (I read some of those books and so I can tell, ironically, they are good recommendations) I would have given it only one star. In short, please give this a pass.
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10 of 12 people found the following review helpful By Steven Chambers on October 21, 2008
Format: Hardcover Verified Purchase
Dave Lakhani's Subliminal Persuasion is the type of book I wish I had written. It does an outstanding job of outlining and explaining the different persuasion techniques that are being used by politicians, businesses, schools and the government to influence how you think about the various issues and events of the day. Make no mistake, they are messing with your mind.

This book gives you the awareness you need to counteract these subliminally persuasive efforts so you can have more control over your own thoughts. On the flip side, this book will give you a strong set of tools you can use to persuade others to your way of thinking.

Chapter 3 - "Position and Package your Legend", was wonderful. An excellent primer on crafting a story supportive of how you want to be perceived

Definitely a "must read"
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4 of 4 people found the following review helpful By The Marketing Guy Who Drives Sales -r on June 19, 2010
Format: Hardcover
Lakhani has written this very useful book for marketers, advertisers, brand managers and just about anyone else who tries to influence and persuade others.

One of the best insights is his prescription to fully define who you are trying to influence, gain an understanding of their world view, beliefs and motivations and only then start to craft your communications based on full awareness of their frame of reference. Some might call this market research, others might call it propaganda (like Saul Alinsky--'use language within the experience of your audience') but I call it very insightful. I believe too many communications professionals focus on what they want to say about themselves or their product rather than narrowly defining their ideal market, understanding what is likely to motivate their target market and which portion of that target market is actually most receptive to various types of appeals.

This book does a great job discussing how to craft a message that will that will be believed, that will cause action to take place and for people to spread that message for you. It gets to the nuts and bolts of building a brand through positioning and communications.

I highly recommend it.

~~Review by the author of the e-book, "How to Build and Manage Your Brand (in sickness and in health)."
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27 of 36 people found the following review helpful By Kevin Hogan VINE VOICE on April 16, 2008
Format: Hardcover
"The essence of subliminal persuasion is the message: the message your audience hears, receives and experience as being true."

....and then Lakhani goes on to explain the subliminal persuasion (SP) is a message that enters the mind without conscious evaluation.

In Chapter 1, Dave wastes no time and gives you the formula for creating an urban legend. (This is very cool, one of those "worth the price of admission" sections.)

He also shows a very, very nice strategy that beautifully illustrates what I might refer to as Covert Hypnosis but Dave is defining as subliminal persuasion and it is excellent. In a nutshell Dave walks you through EXACTLY how to construct covert communication. This is done elegantly and it works.

Chapter Two- Leverage Applied Propaganda

A sweeping discussion of propaganda which ends with five lessons to be learned from arguably the greatest propagandist in history. The formula Lakhani uses for propaganda is spot on.

Chapter Three: Position and Package your Legend

Here Dave talks about three crucial factors every person that uses intentional persuasion needs to know. What to do with story telling, how to create complementary models and finally how to create a persona.

Chapter Four: Control the Emotion and The Content

Dave cuts to the chase. The emotions that persuaders need to concern themselves with. He not only itemizes them for the reader but details them. Very nice.

Next up is a complete chapter about getting endorsements. This is something few people do as well as Lakhani and is another one of those "worth the price of admission" sections in the book.
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6 of 7 people found the following review helpful By Doris Helge on April 17, 2008
Format: Hardcover
Because I teach ethical negotiation and persuasion skills and help people achieve greater joy on the job by knowing how to gain the compensation they deserve, I was eager to read Dave Lakhani's latest book. Dave delivers a factual yet entertaining, step-by-step approach that can enrich your understanding and help you reach your goals, regardless of whether you have already explored this subject or not. His examples are thought-provoking and relevant so I guarantee he will introduce new concepts, even if you think you have become jaded about this subject.

Knowing how others can potentially manipulate you and how you can ethically persuade other people to "do the right thing" is of immense benefit to anyone who wants to be happy at work and in their personal lives -- and, of course, also to people who want to gain volunteers for worthwhile social causes.

Therefore, I'm posting a 5 star review for this valuable reference and encourage readers to also review the additional references at the end of every chapter.
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