Praise for persuasion the art of getting what you want

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

"Dave Lakhani tells you everything you've just got to know about persuasion 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. It takes you on a thrilling ride!"
Jay Conrad Levinson, "The Father of Guerrilla Marketing" and author of theGuerrilla Marketing series of books

"Dave Lakhani understands persuasion like few do and is able to break the process down so anyone can understand and use it. I highly 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, andGuerrilla Marketing Meets Karate Master sales programs

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

"Too few books actually put into practice what they promote. Dave Lakhani breaks the mold with this satisfying, powerful read."
John Klymshyn, author ofMove the Sale Forward

DAVE LAKHANI is the President of Bold Approach, Inc., a business acceleration consultancy. A successful entrepreneur, he is a popular speaker on persuasion, in- fluence, sales, marketing, rapid ideation, and business acceleration. Always alert to the latest means of reaching and persuading potential prospects, Dave writes a blog that gets more than 10,000 visitors a week. You can read it at howtopersuade.com.

Foreword byJeffrey Gitomer ix

Preface xiii

Acknowledgments xxiii

About the Author xxvii

1 Manipulation 1

2 Persuasion 12

3 PersonaThe Invisible Persuader 16

4 Transferring Power and Credibility 38

5 Storytelling 46

6 Gurudom 65

7 Desire to Believe 83

8 Familiarity 95

9 Exclusivity and Availability 102

10 Curiosity 112

11 Relevancy 119

12 Permission Granting 125

13 The Quick Persuaders 133

14 The Persuasion Equation 145

15 Persuasive Selling 159

16 Persuasive Advertising 171

17 Persuasive Negotiating 187

18 Persuading the Masses Electronically 196

19 Mastering PersuasionThe Art of Getting What You Want 205

Persuasion Resources 213

Recommended Readings 217

Index 219