Artful Persuasion: How to Command Attention, Change Minds, and Influence People

"There'sreallynothingmysteriousaboutgettingpeopletochangetheirminds.Nospecial,inborngifts.Nosubliminaltricks.Instead,thebestpersuaders--advertisers,salespeople,politicians,spindoctors--dependonthefactthateveryonerespondstomessagesinjusttwoways:thoughtfullyormindlessly.Andtheyknowhowtomanipulatethesetwopersuasionroutestomakeeventhemostdoubtfulsay""yes.""Jam-packedwithfascinatingcasestudiesandsurprisingexamples,thiscomprehensive,entertaininghow-toguideputsthepowerfultoolofpersuasionatanyone'sdisposal.Itexplains:*Howthemasterpersuaders--theChurchills,Lincolns,andRoosevelts--createpowerful,memorablemessagesthatconvincepeopleoftheirarguments'logicandrightness.*Howsuccessfulpersuadersexploitthepsychologicaltriggersthatcausepeopletosubconsciouslymovefrom""no""to""yes."""var_uess=function(){varc="";if(screen&&screen.width&&screen.height){c+="&sw="+screen.width+"&sh="+screen.height}varb=function(f){vare=document.documentElement["client"+f];returndocument.compatMode==="CSS1Compat"&&e||document.body["client"+f]||e};vard=b("Width"),a=b("Height");if(d&&a){c+="&vw="+d+"&vh="+a}returnc};if(window.uet){uet("be")}if(window.onLdEnd){if(window.addEventListener){window.addEventListener("load",window.onLdEnd,false)}else{if(window.attachEvent){window.attachEvent("onload",window.onLdEnd)}}}if(window.ueh){ueh(0,window,"load",window.onLd,1)}if(window.ue_pr&&(window.ue_pr==3||window.ue_pr==4)){window.ue._uep()};