Subliminal Persuasion: Influence & Marketing Secrets They Don't Want You To Know (Hardcover)

by Dave Lakhani (Author)
Key Phrases: subliminal persuader, message contagion, applied propaganda, Edward Bernays, People's Media, Leverage Applied Propaganda (more...)

Editorial Reviews

Product Description
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 that really work in persuading and influencing others. It?s not about lying or tricking anyone, it?s about know what will appeal to people and how communicate that appeal effectively, profitably, and ethically. This is marketing that really convinces.

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.

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Product Details

• Hardcover: 224 pages
• Publisher: Wiley (April 18, 2008)
• Language: English
• ISBN-10: 0470243368
• ISBN-13: 978-0470243367
• Product Dimensions: 8.6 x 5.8 x 1 inches
• Shipping Weight: 13.4 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars See all reviews (28 customer reviews)
• Amazon.com Sales Rank: #117,518 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

17 of 20 people found the following review helpful:

5.0 out of 5 stars Subliminal Persuasion - Fresh, Hard Hitting, New Material, April 16, 2008

By	Kevin Hogan "Author of The Psychology of Pers... (Minnesota) - See all my reviews

"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.

Thorough discussions of "True Believers" and plenty on media use make for tantalizing reading that keeps you turning the pages and taking notes.

Maybe the hottest chapter is Creating a Cultic Following, followed immediately, interestingly enough by a chapter on Seduction.

This is far and away Lakhani's finest and most important work to date.

Unlike other books in the genre this book tells you not only WHAT to do but HOW to do it. That's a lot of bang for twenty five bucks.

Five stars?

No question. This is a book I want everyone in my Inner Circle to read.

Kevin Hogan
Author of The Psychology of Perusasion

5 of 5 people found the following review helpful:

5.0 out of 5 stars Covers some fresh areas of persuasion, April 17, 2008

By	Rob Northrup "Entrepreneur" (Norcross, GA USA) - See all my reviews (REAL NAME)

Mr. Lakhani has added some fresh material to the persuasion/influence field with this book. And it follows his mantra "Implementation is everything-money follows action!" throughout with well designed exercises and provocative questions.

If you are the type of person who is capable of picking up a pen and legal pad and then doing even one of the many step-by-step exercises in this book to create some action in your life or business, then the book is well worth a multiple of the cover price. If not, it will provide some additional insulation for your house until the time that you decide to take action. I recommend the action course right off the bat!

In the section on improving your product or personal "legend", he steps the reader through a step-by-step action plan using excellent questions to focus your story.

And I found three actionable things in the section on generating great testimonials that I hadn't previously considered. I have already taken action on two of the three.

Great read, and very accessible. I only wish it had been longer, but it is well worth the price.

5 of 5 people found the following review helpful:

5.0 out of 5 stars Subliminal persuasion affects your joy on the job & happiness in personal life, April 17, 2008

By	Doris Helge "Ph.D., author, 'Joy on the Job' ... (U.S.A.) - See all my reviews (REAL NAME)

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.