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The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business Hardcover – August 14, 2007
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Top Customer Reviews
Shortly after I read the article, I came across Maxwell and Dickman's excelent handbook, The Elements of Persuasion, a brilliant analysis of the components of every compelling story-whether it's talking a cop out of a parking ticket, getting that last stand-by seat to get to a wedding, or making a memorable presentation that doesn't end up in the PowerPoint land fill.
Maxwell and Dickman offer a five-element matrix, rooted in greek philosophy and confimed by the most recent discoveries of cognitive science, that can be used to create compelling narratives, whether simple or complex. I found this book imminently readable, entertaining and immediately applicable.
Technology opened the floodgates of information but how one presents new ideas to a society drowning in data is an enormous challenge. As a college educator and Organizational Development consultant I need to be the heroic role model of communicating creative ideas and managing change. Inspiring others is my passion; digital distraction and information overload are my adversaries.
The Elements of Persuasion is truly a book about magic. It is about the magic of relating, the magic of communicating and the magic of keeping others on the edge of their seats. At my earliest opportunities I used this story telling construct and the outcome was pure magic; my entire audience actually got it. The Elements of Persuasion is now required reading for all of my students and clients.
The authors also try to relate many concepts in the book to the elements of fire, earth, water, air, and space. These analogies seemed awkward and unnecessary at times.
Finally...I understand the "passion, hero, antagonist, awareness, transformation" concepts, but I would have liked more concrete, hands-on information on how these concepts can be integrated into corporate sales scenarios (not an unfair comment, as this is really how they are pitching the book).
Although this is a quick, entertaining read, it merits careful study. This is not simply a book of stories, it is a practical how-to for those struggling for a way to capture the importance of their mission, their vision, the potential of a new technology, or any other idea crucial to success. When you have finished, you will consider you critical messages in a new way, looking for the Passion, Hero, Antagonist, Awareness and Transformation that will embed your story in the listener's mind, and if successful, stir them to action. If you are a business leader, and especially if you are someone who sells products, ideas or concepts, this book belongs on your reading list.
Not all great business books are about strategy, execution, innovation, customer-focus or operational efficiency. This one is about a soft skill with hard impact. Highly recommended.
Most Recent Customer Reviews
The Elements of Persuasion has helped me tremendously in my coaching and training practice. The book outlines the reasons storytelling in simple, understandable terms. Read morePublished on February 16, 2014 by J Ryan
Beautifully spelt out with meaningful examples. The selling of pharmaceuticals was especially engaging. A great read easily implemented in out daily routines.Published on January 5, 2014 by Len
If you want to understand the power and utility of stories and storytelling from a business context, this book covers a lot of ground in an enviably short amount of space. Read morePublished on July 29, 2013 by Jonathan Verney
I've read no better book on using the power of story to build a successful brand. Looking forward to more books.Published on April 29, 2013 by T. J. Curtis
Great item, great service! Thanks for a great item and the speedy turnaround. Really appreciate the great item and service!Published on February 28, 2013 by Jake Deptula
While this book is certainly a classic, it doesn't tell you HOW to create a story. I see dozens of books instructing us to use stories but there is no book that helps with... Read morePublished on December 19, 2011 by Chris Reich
This is not a book for us 'belly to belly' salespeople looking for ways to get better at our jobs. This book seems to be better suited for a well capitalized entrepreneur who has... Read morePublished on May 28, 2011 by David D. Unger
Great book. Product Pitches, Value Propositions and Logical Arguments do not convince a Buyer in denial to change. Read morePublished on March 11, 2011 by Michael Harris
As read by a cynic:
The good: this book offers a useful, simple methodology to sell using the power of stories; if you know what you sell well, and if you have any sort... Read more