the art art o persuasion persuasion how to move minds
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The Skinny on The Art of Persuasion
The Skinny on The Art of Persuasion
the art o persuasion how to move minds
Jim Randel
the art o persuasion how to move minds
Jim Randel
Copyright © 2010 by Jim Randel Second printing, 2010 No part of this publication may be transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or by an information storage and retrieval system, or otherwise, except as permitted under Sections 107 or 108 of the 1976 U.S. Copyright Act, without the prior written consent of the Publisher. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that neither the Author nor the Publisher is engaged in rendering legal, accounting, nancial or other professional services. If legal advice or other expert assistance is required, the services of a competent professional should be sought. Neither the Publisher nor the Author shall be liable for damages, directly or indirectly, arising herefrom. ISBN: 978-0-9824390-0-5 Ebook ISBN: 978-0-9841393-5-4 Library of Congress: 2010922321 Illustration/Design:
In our time-starved and information-overloaded culture, most of us have have far too little time to read. As a result, our understanding of important subjects often tends to oat on the surface – without the insights of writings from thinkers and teachers who have spent years studying these subjects. Our series is intended to address this situation. Our team of readers and researchers has done a ton of homework preparing our books for you. We read everything we could nd on the topic at hand and spoke with the experts. Then we mixed in our own experiences and distilled what we have learned into this “skinny” book for your benet. Our goal is to do the reading for you, identify what is important, distill the key points, and present them in a book that is both instructive and enjoyable to read.
For information address Rand Media Co, 265 Post Road West, Westport, CT, 06880 or call (203) 226-8727. The Skinny On ™ books are available for special promotions and premiums. For details contact: Donna Hardy, call (203) 226-8727 or visit our website: www.theskinnyon.com Printed in the United States of America 925–4919 10 9 8 7 6 5 4 3 2
Welcome to a new series of publications entitled The Skinny On™, a progression of drawings, dialogue and text intended to convey information in a concise and entertaining fashion.
Although minimalist in design, we do take our message very seriously.. Please do not confuse format with content. The seriously time you invest reading this book will be paid back to you many, many times over.
Copyright © 2010 by Jim Randel Second printing, 2010 No part of this publication may be transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or by an information storage and retrieval system, or otherwise, except as permitted under Sections 107 or 108 of the 1976 U.S. Copyright Act, without the prior written consent of the Publisher. This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that neither the Author nor the Publisher is engaged in rendering legal, accounting, nancial or other professional services. If legal advice or other expert assistance is required, the services of a competent professional should be sought. Neither the Publisher nor the Author shall be liable for damages, directly or indirectly, arising herefrom. ISBN: 978-0-9824390-0-5 Ebook ISBN: 978-0-9841393-5-4 Library of Congress: 2010922321 Illustration/Design:
Welcome to a new series of publications entitled The Skinny On™, a progression of drawings, dialogue and text intended to convey information in a concise and entertaining fashion. In our time-starved and information-overloaded culture, most of us have have far too little time to read. As a result, our understanding of important subjects often tends to oat on the surface – without the insights of writings from thinkers and teachers who have spent years studying these subjects. Our series is intended to address this situation. Our team of readers and researchers has done a ton of homework preparing our books for you. We read everything we could nd on the topic at hand and spoke with the experts. Then we mixed in our own experiences and distilled what we have learned into this “skinny” book for your benet. Our goal is to do the reading for you, identify what is important, distill the key points, and present them in a book that is both instructive and enjoyable to read.
For information address Rand Media Co, 265 Post Road West, Westport, CT, 06880 or call (203) 226-8727. The Skinny On ™ books are available for special promotions and premiums. For details contact: Donna Hardy, call (203) 226-8727 or visit our website: www.theskinnyon.com
Although minimalist in design, we do take our message very seriously.. Please do not confuse format with content. The seriously time you invest reading this book will be paid back to you many, many times over.
Printed in the United States of America 925–4919 10 9 8 7 6 5 4 3 2
“There are millions of words written about how the human brain works … one thing is for sure. In order to persuade persuade someone else to your way of thinking, you must align your mind with theirs. theirs. Successful persuasion begins begins and ends when there is a ‘mind meld’ of real meaning, feeling, and understanding. So how do we we establish this mind meld? … The answer lies in understanding what motivates and drives the other person. perso n. Arm Armed ed with with that knowl knowledge, edge, you can posit position ion your thoughts and requests in such a way that they are easily and quickly accepted … with little or no questioning.”
Covert Persuasion: Psychological Tactics Tactics and Tricks to Win the Game, Kevin Hogan and James Speakman (Wiley, 2006)
“There are millions of words written about how the human brain works … one thing is for sure. In order to persuade persuade someone else to your way of thinking, you must align your mind with theirs. theirs. Successful persuasion begins begins and ends when there is a ‘mind meld’ of real meaning, feeling, and understanding. So how do we we establish this mind meld? … The answer lies in understanding what motivates and drives the other person. perso n. Arm Armed ed with with that knowl knowledge, edge, you can posit position ion your thoughts and requests in such a way that they are easily and quickly accepted … with little or no questioning.”
Covert Persuasion: Psychological Tactics Tactics and Tricks to Win the Game, Kevin Hogan and James Speakman (Wiley, 2006)
INTRODUCTION Persuasion: inducing.
the act of convincing, inuencing, or
Great persuaders – people who can get into your brain and massage your cerebrum. cerebrum. Wow! What is more powerful than that? Our team here at The Skinny On has studied great persuaders going back hundreds of years. years. And we have learned that persuasiveness is an acquired skill ... that there are principles, techniques, and strategies that you can develop to boost your persuasive powers. The book you are holding will help you improve your persuasiveness. And if you can persuade others to your your point of view – if you can move minds – well then you can do just about anything. In fact, in almost almost every endeavor in life, the more persuasive you are, the more likely you will be successful. So, give us an hour of your time. We assure you that it will be one of the best hours you’ve ever spent!
INTRODUCTION Persuasion: inducing.
the act of convincing, inuencing, or
Great persuaders – people who can get into your brain and massage your cerebrum. cerebrum. Wow! What is more powerful than that? Our team here at The Skinny On has studied great persuaders going back hundreds of years. years. And we have learned that persuasiveness is an acquired skill ... that there are principles, techniques, and strategies that you can develop to boost your persuasive powers. The book you are holding will help you improve your persuasiveness. And if you can persuade others to your your point of view – if you can move minds – well then you can do just about anything. In fact, in almost almost every endeavor in life, the more persuasive you are, the more likely you will be successful. So, give us an hour of your time. We assure you that it will be one of the best hours you’ve ever spent!
FOREWORD In this book I use the expression “persuasive event.” A persuasive event is any opportunity you have to inuence another person’s thinking. It can, of course, be a face-to-face face-to-face meeting, but it does not have to be. It may be a letter, letter, a phone call, an e-mail or text. Any form of communication communication with another person can be a persuasive event. People in all walks of life are constantly engaged in persuasive events. Whoever you are and whatever whatever you do, it’s critical critical to be able to convince others to see your point of view.
FOREWORD In this book I use the expression “persuasive event.” A persuasive event is any opportunity you have to inuence another person’s thinking. It can, of course, be a face-to-face face-to-face meeting, but it does not have to be. It may be a letter, letter, a phone call, an e-mail or text. Any form of communication communication with another person can be a persuasive event. People in all walks of life are constantly engaged in persuasive events. Whoever you are and whatever whatever you do, it’s critical critical to be able to convince others to see your point of view.
BY THE END OF THIS BOOK, YOU WILL HAVE A GREATER APPRECIATION FOR THE GENIUS OF TOM SAWYER. “Hello, old chap, you got to work, hey?”
1
2
“What do you call work?”
“Why, ain’t that work?” that work?”
“Well, maybe it is, and maybe it ain’t. All I know know is that it suits Tom Sawyer.”
“Oh come, now, you don’t mean to let on that you like it?”
3
4
“Like it? Well, I don’t see why I oughtn’t to like it. Does a boy get a chance to whitewash every day?”
“Say, Tom, let me whitewash a little.”
“No – no – I reckon it wouldn’t hardly do. Aunt Polly’s awful particular about her fence.”
“Oh, come, now – lemme just try! Only just a little.”
5
6
The Adventures o Tom Sawyer, Mark Twain
BY THE END OF THIS BOOK, YOU WILL HAVE A GREATER APPRECIATION FOR THE GENIUS OF TOM SAWYER. “Hello, old chap, you got to work, hey?”
1
2
“What do you call work?”
“Why, ain’t that work?” that work?”
“Well, maybe it is, and maybe it ain’t. All I know know is that it suits Tom Sawyer.”
“Oh come, now, you don’t mean to let on that you like it?”
3
4
“Like it? Well, I don’t see why I oughtn’t to like it. Does a boy get a chance to whitewash every day?”
“Say, Tom, let me whitewash a little.”
“No – no – I reckon it wouldn’t hardly do. Aunt Polly’s awful particular about her fence.”
“Oh, come, now – lemme just try! Only just a little.”
5
6
The Adventures o Tom Sawyer, Mark Twain
Hi, I’m Jim Randel and I’ll be your moderator for our story. Throughout this book I’ll be trying to inuence your thinking – to persuade you to adopt some of my thoughts on the art of persuasion.
1
MEET BILLY AND BETH, THE HEROES OF OUR STORY. THEY ARE RECENTLY MARRIED. Billy is 28 years old. He makes his living as a real estate broker.
Beth is 25. She works as a paralegal during the day and goes to law school at night.
2
Hi, I’m Jim Randel and I’ll be your moderator for our story. Throughout this book I’ll be trying to inuence your thinking – to persuade you to adopt some of my thoughts on the art of persuasion.
1
MEET BILLY AND BETH, THE HEROES OF OUR STORY. THEY ARE RECENTLY MARRIED. Billy is 28 years old. He makes his living as a real estate broker.
Beth is 25. She works as a paralegal during the day and goes to law school at night.
2
Lately, Billy has been frustrated at work. He has not been as successful as others in his ofce. He wonders if there is something wrong with him. Maybe my phone is broken.
Billy
“Yes, I know that … by the “Yes, way, you look very nice this morning. It’s just that she’s so obvious and yet her phone rings off the hook.”
Mary Johnson
3
5
“I don’t get it, Beth… Mary Johnson is having a great year. She is so fake and yet people fall for her attery.”
“No ... it’s not me! ”
“I can live or two months on a good compliment.”
“People like to be attered, Billy.”
4
“Could it be something you are doing wrong?”
Mark Twain
6
Lately, Billy has been frustrated at work. He has not been as successful as others in his ofce. He wonders if there is something wrong with him. Maybe my phone is broken.
Billy
“Yes, I know that … by the “Yes, way, you look very nice this morning. It’s just that she’s so obvious and yet her phone rings off the hook.”
“Could it be something you are doing wrong?”
Mary Johnson
3
5
“No ... it’s not me! ”
“I don’t get it, Beth… Mary Johnson is having a great year. She is so fake and yet people fall for her attery.”
“I can live or two months on a good compliment.”
“People like to be attered, Billy.”
Mark Twain
4
6
Let’s stop right right here for a moment. Billy is wrong. It is him!
“Actually I’m here to help you you.” .”
“May I help you?”
1. If Billy is not achieving what he wants, his rst stop should be the mirror. If Billy is not selling as well as others in his ofce, he needs to make a realistic assessment of why he is falling short. Every one of us can learn to be more persuasive. Billy
2. Billy is wasting time criticizing Mary Johnson. Mary is making sales and Billy is not. not. Billy should analyze what she is doing that he is not … and consider changing his approach.
7
9
It’s time for me to introduce myself to Billy. Billy. I’m going to try to show him how to improve his persuasiveness.
“Are you interested in buying or selling a home?”
“No thanks.”
At least I’m doing well at poker.
“Yes?” Billy Billy
8
10
Let’s stop right right here for a moment. Billy is wrong. It is him!
“Actually I’m here to help you you.” .”
“May I help you?”
1. If Billy is not achieving what he wants, his rst stop should be the mirror. If Billy is not selling as well as others in his ofce, he needs to make a realistic assessment of why he is falling short. Every one of us can learn to be more persuasive. Billy
2. Billy is wasting time criticizing Mary Johnson. Mary is making sales and Billy is not. not. Billy should analyze what she is doing that he is not … and consider changing his approach.
7
9
It’s time for me to introduce myself to Billy. Billy. I’m going to try to show him how to improve his persuasiveness.
“Are you interested in buying or selling a home?”
“No thanks.”
At least I’m doing well at poker.
“Yes?” Billy Billy
8
10
“My name is Jim Randel, I’m here with some suggestions for you.”
“Then why are you here? And who are you?”
“There is something about you I don’t like.”
“Would you buy a house from me?”
Billy
Billy
11
13
“I understand that it’s a bit pushy of me to barge in on you like this… but I hear you’ve not been having much success of late.”
“Thanks, but I don’t need your help.”
“Gee, Billy, please let me nish my point.”
“I wouldn’t even buy a lemonade from you… now get lost.”
Billy
Billy
12
14
“My name is Jim Randel, I’m here with some suggestions for you.”
“Then why are you here? And who are you?”
“There is something about you I don’t like.”
“Would you buy a house from me?”
Billy
Billy
11
13
“I understand that it’s a bit pushy of me to barge in on you like this… but I hear you’ve not been having much success of late.”
“Thanks, but I don’t need your help.”
“Gee, Billy, please let me nish my point.”
“I wouldn’t even buy a lemonade from you… now get lost.”
Billy
Billy
12
14
“All I am trying to do is persuade you that you don’t like me, and that you wouldn’t buy a lemonade from me.”
“Hurry up ... you are getting under my skin very quickly.”
“Are you nuts? “I am not not pushy!!” pushy!!” “I’ll be going now, Billy.”
Billy
15
17
“Are you dense?! I just told you that!!”
“Then my strategy worked. You see I was trying to get your attention. I’ve asked asked around. People tell me that you can be pushy at times.”
I realize my approach to Billy was a bit aggressive. That was deliberate. My conduct mimicked Billy’s approach to his business… he can be pushy ... and short with people when they don’t see things his way. In fact, he is constantly violating the #1 Rule of Persuasion.
Billy
16
18
“All I am trying to do is persuade you that you don’t like me, and that you wouldn’t buy a lemonade from me.”
“Hurry up ... you are getting under my skin very quickly.”
“Are you nuts? “I am not not pushy!!” pushy!!” “I’ll be going now, Billy.”
Billy
15
17
“Are you dense?! I just told you that!!”
“Then my strategy worked. You see I was trying to get your attention. I’ve asked asked around. People tell me that you can be pushy at times.”
I realize my approach to Billy was a bit aggressive. That was deliberate. My conduct mimicked Billy’s approach to his business… he can be pushy ... and short with people when they don’t see things his way. In fact, he is constantly violating the #1 Rule of Persuasion.
Billy
16
18
RULE OF PERSUASION #1: PEOPLE ARE PERSUADED BY PEOPLE THEY LIKE.
“The more we eel connected to, part o, liked by, or attracted to someone, the more persuasive they become.” Maximum Inuence: Inuence: The 12 Universal Laws of Power Persuasion, Kurt W. Mortensen (Amacom, 2004)
19
21
Great persuaders know how to build a connection with the people they are trying to persuade. They know how to put the other person at ease – how to lower his defenses:
Rule #1 is so very basic – and yet many people ignore or forget it. The fact is that all of us feel more trusting of and open to people we like … people that seem similar to us.
1. They nd a commonality – they identify some place or event or time that ties them to the other person. person. Once a mini-bond is created, it can be built upon. 2. They show interest and warmth – they ask questions about the other person. They solicit his or her viewpoints. viewpoints. 3. They are appreciative of the other person’s qualities. Billy thinks that Mary Johnson Johnson is an insincere atterer. atterer. And maybe she does overdo it, but the fact is that people love to hear nice things about themselves. 4. They adopt the vocabulary, tonality and speech patterns of the other person. Great persuaders are chameleon-like, they learn to adjust their persona to match up with other people. This puts the other person person at ease.
20
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RULE OF PERSUASION #1: PEOPLE ARE PERSUADED BY PEOPLE THEY LIKE.
“The more we eel connected to, part o, liked by, or attracted to someone, the more persuasive they become.” Maximum Inuence: Inuence: The 12 Universal Laws of Power Persuasion, Kurt W. Mortensen (Amacom, 2004)
19
21
Great persuaders know how to build a connection with the people they are trying to persuade. They know how to put the other person at ease – how to lower his defenses:
Rule #1 is so very basic – and yet many people ignore or forget it. The fact is that all of us feel more trusting of and open to people we like … people that seem similar to us.
1. They nd a commonality – they identify some place or event or time that ties them to the other person. person. Once a mini-bond is created, it can be built upon. 2. They show interest and warmth – they ask questions about the other person. They solicit his or her viewpoints. viewpoints. 3. They are appreciative of the other person’s qualities. Billy thinks that Mary Johnson Johnson is an insincere atterer. atterer. And maybe she does overdo it, but the fact is that people love to hear nice things about themselves. 4. They adopt the vocabulary, tonality and speech patterns of the other person. Great persuaders are chameleon-like, they learn to adjust their persona to match up with other people. This puts the other person person at ease.
20
22
The Journal of Experimental Social Psychology, Vol. 39 (2003) reports a study that emphasizes the importance of building a bond. Researchers in Holland wanted to observe the importance of familiarity … and then try to place a value on it. So they set up an experiment with waitresses at a popular restaurant.
The researchers wanted to know whether there was a value to mirroring another’s exact wording. wording. Their theory was that there would be – that imitation in word choice would create some kind of bond between customer and waitress. And the results were astounding: tips to the waitresses who repeated the customer’s orders verbatim were more than twice those of the other waitresses.
23
25
One group of waitresses was instructed to repeat certain words in a customer’s order verbatim order verbatim.. So when a customer said “bier” or “friet” (fries), the waitress would hesitate a few seconds and then repeat the order using the exact word “bier” or “friet.” The other group was also told to acknowledge the order but instead of using the exact words the customer used, the waitress would use a synonym for “bier” (e.g., “pils”) or “friet” (e.g., “patat”).
24
“Imitation is the sincerest orm o fattery.” Anonymous
26
The Journal of Experimental Social Psychology, Vol. 39 (2003) reports a study that emphasizes the importance of building a bond. Researchers in Holland wanted to observe the importance of familiarity … and then try to place a value on it. So they set up an experiment with waitresses at a popular restaurant.
The researchers wanted to know whether there was a value to mirroring another’s exact wording. wording. Their theory was that there would be – that imitation in word choice would create some kind of bond between customer and waitress. And the results were astounding: tips to the waitresses who repeated the customer’s orders verbatim were more than twice those of the other waitresses.
23
25
One group of waitresses was instructed to repeat certain words in a customer’s order verbatim order verbatim.. So when a customer said “bier” or “friet” (fries), the waitress would hesitate a few seconds and then repeat the order using the exact word “bier” or “friet.” The other group was also told to acknowledge the order but instead of using the exact words the customer used, the waitress would use a synonym for “bier” (e.g., “pils”) or “friet” (e.g., “patat”).
“Imitation is the sincerest orm o fattery.” Anonymous
24
26
The waitresses in the Dutch experiment had no idea what the objective of the exercise was. They treated all customers the same – the only point of distinction was how the customer’s order was acknowledged. And the experiment conrmed what the researchers had assumed: that even small differences in how you connect with people can lead to large differences in how they perceive you. The Dutch customers were obviously more comfortable with waitresses who used the same words as they did. And, they rewarded this comfort with much higher tips!!
ARE WE TALKING TALKING ABOUT MANIPULATION??
27
For a comprehensive book on how to create a bond between you and the person you want to inuence, try The Magic of Rapport , Richardson and Margulis (Hearst, 1981). This book details ideas for creating rapport – the premise being that the more comfortable a person is with you, the more likely he or she will see things your way.
29
At times there is a ne line between manipulation and persuasion. Some commentators feel that the difference is one of the persuader’s intent.
As an example, the authors speak to pacing pacing,, a term from the eld of hypnosis. The authors suggest that by mirroring another another person’s rate of speech, tonality, volume and vocabulary, vocabulary, you lull them into thinking you are just like them.
“Manipulation is inwardly focused on the outcome for the person doing the manipulation. Persuasion is externally focused on developing a win-win outcome where everyone’s needs are met.”
“(Pacing) is being or becoming like other people so that you can get their attention and friendship and help.”
Persuasion: The Art of Getting What You Want Dave Lakhani, (Wiley, 2005)
28
30
The waitresses in the Dutch experiment had no idea what the objective of the exercise was. They treated all customers the same – the only point of distinction was how the customer’s order was acknowledged. And the experiment conrmed what the researchers had assumed: that even small differences in how you connect with people can lead to large differences in how they perceive you. The Dutch customers were obviously more comfortable with waitresses who used the same words as they did. And, they rewarded this comfort with much higher tips!!
ARE WE TALKING TALKING ABOUT MANIPULATION??
27
29
For a comprehensive book on how to create a bond between you and the person you want to inuence, try The Magic of Rapport , Richardson and Margulis (Hearst, 1981). This book details ideas for creating rapport – the premise being that the more comfortable a person is with you, the more likely he or she will see things your way.
At times there is a ne line between manipulation and persuasion. Some commentators feel that the difference is one of the persuader’s intent.
As an example, the authors speak to pacing pacing,, a term from the eld of hypnosis. The authors suggest that by mirroring another another person’s rate of speech, tonality, volume and vocabulary, vocabulary, you lull them into thinking you are just like them.
“Manipulation is inwardly focused on the outcome for the person doing the manipulation. Persuasion is externally focused on developing a win-win outcome where everyone’s needs are met.”
“(Pacing) is being or becoming like other people so that you can get their attention and friendship and help.”
Persuasion: The Art of Getting What You Want Dave Lakhani, (Wiley, 2005)
28
30
I believe that the difference between manipulation and persuasion is in the nature of your approach. To me, manipulation suggests an attempt to inuence one’s thoughts using articial or fraudulent means. means. When I suggest you create a connection with another person, I don’t propose you disguise your true self. You still must be you you.. You just try to access and display those parts of you of you that are going to be most familiar to the other person. If you attempt to alter your essence in an effort to inuence someone else’s thinking, he or she will most likely see through you anyway.
31
We can’t leave the subject of manipulation without introducing a man named Niccolo Machiavelli. Machiavelli lived from 1469 to 1527. He wrote a well-known book titled The Prince. Prince. The Prince was Machiavelli’s analysis of how rulers gained and maintained power. Machiavelli believed that rulers needed to use manipulation and duplicity duplicity.. Today the word “Machiavellian” means an approach characterized by craftiness and expediency.
33
“Just like you, I go to church every Sunday, I volunteer at the soup kitchen, I read poetry, I do yoga.”
Could this guy be any more transparent? Who is he trying to fool??
We here at The Skinny On feel that it is our job to bring you all sides of important topics. topics. Some people believe that Machiavelli Machiavelli was correct. Others think that disingenuous people are eventually discovered and never achieve long-term success. Our point of view is the latter. latter. The rulers in Machiavelli’s Machiavelli’s day (500 years ago) lived in a world connected by word of mouth. Truth and reputation spre ad slowly. Today, one serious misstep on your part can be “heard” by others in minutes. minutes. And, once you obtain a reputation for insincerity, you will never be able to persuade people of anything. We believe that to be a great persuader – and a good person – you need to use your persuasive skills in a decent and honorable fashion.
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I believe that the difference between manipulation and persuasion is in the nature of your approach. To me, manipulation suggests an attempt to inuence one’s thoughts using articial or fraudulent means. means. When I suggest you create a connection with another person, I don’t propose you disguise your true self. You still must be you you.. You just try to access and display those parts of you of you that are going to be most familiar to the other person. If you attempt to alter your essence in an effort to inuence someone else’s thinking, he or she will most likely see through you anyway.
We can’t leave the subject of manipulation without introducing a man named Niccolo Machiavelli. Machiavelli lived from 1469 to 1527. He wrote a well-known book titled The Prince. Prince. The Prince was Machiavelli’s analysis of how rulers gained and maintained power. Machiavelli believed that rulers needed to use manipulation and duplicity duplicity.. Today the word “Machiavellian” means an approach characterized by craftiness and expediency.
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“Just like you, I go to church every Sunday, I volunteer at the soup kitchen, I read poetry, I do yoga.”
Could this guy be any more transparent? Who is he trying to fool??
We here at The Skinny On feel that it is our job to bring you all sides of important topics. topics. Some people believe that Machiavelli Machiavelli was correct. Others think that disingenuous people are eventually discovered and never achieve long-term success. Our point of view is the latter. latter. The rulers in Machiavelli’s Machiavelli’s day (500 years ago) lived in a world connected by word of mouth. Truth and reputation spre ad slowly. Today, one serious misstep on your part can be “heard” by others in minutes. minutes. And, once you obtain a reputation for insincerity, you will never be able to persuade people of anything. We believe that to be a great persuader – and a good person – you need to use your persuasive skills in a decent and honorable fashion.
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“The most important sin si ngl gle e ingred ediien entt in the formula of success is knowing how to get along with people.”
“So this jerk drops in on me today. Named Jim Randel. Tells me he wants to help me.”
“About 6 feet tall? Very good looking?”
Teddy Roosevelt 35
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“Well I would defnitely defnitely not not call him good looking, but yes, he was about 6 feet tall … what kind of question is that anyway?”
“If it’s the same guy, I’ve met him.”
BACK TO BILLY BILL Y AND BETH B ETH
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“The most important sin si ngl gle e ingred ediien entt in the formula of success is knowing how to get along with people.”
“So this jerk drops in on me today. Named Jim Randel. Tells me he wants to help me.”
“About 6 feet tall? Very good looking?”
Teddy Roosevelt 35
37
“Well I would defnitely defnitely not not call him good looking, but yes, he was about 6 feet tall … what kind of question is that anyway?”
“If it’s the same guy, I’ve met him.”
BACK TO BILLY BILL Y AND BETH B ETH
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“You’ve “Y ou’ve met him??”
“Yes, he teaches a course “Yes, on Persuasive Skills at my law school. His class is extremely popular.”
“Help you! I threw him out of my ofce.”
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“You’re kidding me!”
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“Gee Billy, not exactly the best way to win friends and inuence people.”
“No, really. really. In fact, I’m trying to get into his course next semester, but it’s closed out. Maybe you can help me with him.”
“Win friends and inuence people?!”
“Oh, I’m just kidding around, Billy. Billy. That’s the title of a bestselling book by a man named Dale Carnegie.”
42
“You’ve “Y ou’ve met him??”
“Yes, he teaches a course “Yes, on Persuasive Skills at my law school. His class is extremely popular.”
“Help you! I threw him out of my ofce.”
“Gee Billy, not exactly the best way to win friends and inuence people.”
39
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“You’re kidding me!”
“No, really. really. In fact, I’m trying to get into his course next semester, but it’s closed out. Maybe you can help me with him.”
“Win friends and inuence people?!”
“Oh, I’m just kidding around, Billy. Billy. That’s the title of a bestselling book by a man named Dale Carnegie.”
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Dale Carnegie’s book, How to Win Friends and Inuence People was written in 1936. It has sold 20 million copies. Although 75 years old, this book still has tremendous relevance today.
Carnegie is not really suggesting you act like a puppy in order to win people over. He is using the puppy example as a metaphor. His point is that people will lower their defenses when approached by a person who shows pleasure to see them … who expresses warmth with no apparent ulterior motive … who has endearing qualities. Here are Carnegie’s ve suggestions for winning people over: (1) smile, (2) show interest in the other person, (3) encourage the other person to talk about him or herself, (4) make the other person feel important and, (5) pay close attention. This stuff certainly certainly isn’t rocket science. science. Still, it’s incredible incredible how many people (like Billy) miss opportunities to connect with others.
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“Why not study the technique of the greatest winner of friends the world has ever known? Who is he? You may meet him tomorrow coming down the street. When you get within ten feet of him, he will begin to wag his tail. If you stop and pet him, he will almost jump out of his skin to show you how much he likes you. And you know that behind this show of affection on his part, there are no ulterior motives: he doesn’t want to sell you you any real estate, and he doesn’t want to marry you.” How to Win Friends and Inuence People, Dale Carnegie (Prentice Hall, 1936)
44
Dale Carnegie was a genius at understanding people. But the point I want to make is this: the challenge is not just to appear warm, appear warm, gracious and interested. The challenge is to be warm, gracious and interested. I believe that the best persuaders are people who are actually interested in other people. Who connect with others not just because they need to – in order to persuade – but because they want to. If you are someone who “couldn’t care less,” you will never be a great persuader. persuader. Nor much of a person.
46
Dale Carnegie’s book, How to Win Friends and Inuence People was written in 1936. It has sold 20 million copies. Although 75 years old, this book still has tremendous relevance today.
Carnegie is not really suggesting you act like a puppy in order to win people over. He is using the puppy example as a metaphor. His point is that people will lower their defenses when approached by a person who shows pleasure to see them … who expresses warmth with no apparent ulterior motive … who has endearing qualities. Here are Carnegie’s ve suggestions for winning people over: (1) smile, (2) show interest in the other person, (3) encourage the other person to talk about him or herself, (4) make the other person feel important and, (5) pay close attention. This stuff certainly certainly isn’t rocket science. science. Still, it’s incredible incredible how many people (like Billy) miss opportunities to connect with others.
43
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“Why not study the technique of the greatest winner of friends the world has ever known? Who is he? You may meet him tomorrow coming down the street. When you get within ten feet of him, he will begin to wag his tail. If you stop and pet him, he will almost jump out of his skin to show you how much he likes you. And you know that behind this show of affection on his part, there are no ulterior motives: he doesn’t want to sell you you any real estate, and he doesn’t want to marry you.” How to Win Friends and Inuence People, Dale Carnegie (Prentice Hall, 1936)
Dale Carnegie was a genius at understanding people. But the point I want to make is this: the challenge is not just to appear warm, appear warm, gracious and interested. The challenge is to be warm, gracious and interested. I believe that the best persuaders are people who are actually interested in other people. Who connect with others not just because they need to – in order to persuade – but because they want to. If you are someone who “couldn’t care less,” you will never be a great persuader. persuader. Nor much of a person.
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“The senior partner in our law rm never pays attention to the paralegals, and so ...”
I wonder how my fantasy football team did … Uh oh, oh, I think Beth is talking to me.
RULE OF PERSUASION #2: PREPARE BEFORE YOU SPEAK. THEN, PREPARE AGAIN.
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Billy is not a very good listener. He is also tone deaf in that he doesn’t hear or see himself the way others do. I have my work cut out for me with Billy. Billy. But we’ll get back to him. Let’s move on to the second rule for effective persuasion.
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An effective persuasion is not something that just happens. Most great persuaders – from salespeople to politicians to trial attorneys – think about what they are trying to accomplish and how they are going to do that well in advance of moving their lips. lips. As it happens, I will be addressing this topic tonight during my course on persuasion at the law school.
50
“The senior partner in our law rm never pays attention to the paralegals, and so ...”
I wonder how my fantasy football team did … Uh oh, oh, I think Beth is talking to me.
RULE OF PERSUASION #2: PREPARE BEFORE YOU SPEAK. THEN, PREPARE AGAIN.
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Billy is not a very good listener. He is also tone deaf in that he doesn’t hear or see himself the way others do. I have my work cut out for me with Billy. Billy. But we’ll get back to him. Let’s move on to the second rule for effective persuasion.
An effective persuasion is not something that just happens. Most great persuaders – from salespeople to politicians to trial attorneys – think about what they are trying to accomplish and how they are going to do that well in advance of moving their lips. lips. As it happens, I will be addressing this topic tonight during my course on persuasion at the law school.
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Good evening. Tonight we are going to discuss the connection between persuasion and preparation. The probability that you will achieve a successful persuasive event is directly proportional to the amount of preparation you do before you even start trying to persuade. persuade.
50
The same is true for business attorneys. attorneys. As negotiation is critical in any business deal, good business attorneys think through what they want to say in advance of meeting with the other party or attorney.. Ditto for good salespeople. And so on. attorney
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Some people have the impression that great trial lawyers are silver-tongued orators with a natural ability to sway a judge or jury. jury. That’s not the fact. What sways people is a well-conceived, well-presented argument or position that makes sense to the listener. That is why the most successful trial lawyers spend hours and hours in preparation before they ever get to the courtroom.
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“The mark of the serious person, or the real professional, in any eld is that he takes far more time to prepare than the average. … Great successes are often determined by attention to the smallest smallest details. One fact, one inaccuracy, can make all the the difference. And everything counts.” The 100 Absolutely Unbreakable Laws of Business Success, Brian Tracy (BK Publishers, 2000)
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Good evening. Tonight we are going to discuss the connection between persuasion and preparation. The probability that you will achieve a successful persuasive event is directly proportional to the amount of preparation you do before you even start trying to persuade. persuade.
The same is true for business attorneys. attorneys. As negotiation is critical in any business deal, good business attorneys think through what they want to say in advance of meeting with the other party or attorney.. Ditto for good salespeople. And so on. attorney
51
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Some people have the impression that great trial lawyers are silver-tongued orators with a natural ability to sway a judge or jury. jury. That’s not the fact. What sways people is a well-conceived, well-presented argument or position that makes sense to the listener. That is why the most successful trial lawyers spend hours and hours in preparation before they ever get to the courtroom.
“The mark of the serious person, or the real professional, in any eld is that he takes far more time to prepare than the average. … Great successes are often determined by attention to the smallest smallest details. One fact, one inaccuracy, can make all the the difference. And everything counts.” The 100 Absolutely Unbreakable Laws of Business Success, Brian Tracy (BK Publishers, 2000)
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Preparation is about scripting a persuasive event as much as possible. There are three good reasons why preparation will improve your persuasiveness.
55
First, the more you prepare, the more comfortable you will be in your presentation. When you are prepared, you will be more at ease during your presentation. And a listener listener can sense that. When you are unprepared, you may be stressed and the other person can sense that too. The more comfortable you are, the more comfortable the listener is, and the higher the probability that she will decide as you wish.
56
The second reason preparation works is that the better prepared you are, the more control you will exercise over the listener’s thought processes. You should assume that no matter how interesting you are, your listener’s mind is itting around. That is human nature. Your goal is to keep control of the other person’s attention as best you can.
57
During your preparation, you need to consider where you may lose the other person’s attention. If there is a progression to your presentation that the listener must follow, think through where the chain might break. Reect on how to keep the listener focused on the logic and sequence of your presentation. Prepare for those times when his mind may wander from or reject what you are saying.
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Preparation is about scripting a persuasive event as much as possible. There are three good reasons why preparation will improve your persuasiveness.
The second reason preparation works is that the better prepared you are, the more control you will exercise over the listener’s thought processes. You should assume that no matter how interesting you are, your listener’s mind is itting around. That is human nature. Your goal is to keep control of the other person’s attention as best you can.
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First, the more you prepare, the more comfortable you will be in your presentation. When you are prepared, you will be more at ease during your presentation. And a listener listener can sense that. When you are unprepared, you may be stressed and the other person can sense that too. The more comfortable you are, the more comfortable the listener is, and the higher the probability that she will decide as you wish.
During your preparation, you need to consider where you may lose the other person’s attention. If there is a progression to your presentation that the listener must follow, think through where the chain might break. Reect on how to keep the listener focused on the logic and sequence of your presentation. Prepare for those times when his mind may wander from or reject what you are saying.
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I have always been interested in magic. magic. When performing magic, especially close-up magic like card or coin tricks, a magician learns the importance of controlling his audience. These tricks usually usually involve sleight of hand, and so one of the goals of the magician is to distract the viewer from seeing exactly what he is doing.
The third reason to prepare is to reect upon what you can reasonably accomplish in a given persuasive event. This helps you decide when to stop talking and let silence create its impact. Does this seem odd to you? Do you really have to spend time preparing to know exactly when to shut up?
This distraction – or what magicians call misdirection – is about controlling the mind and eyes of the audience. It involves a lot of practice and preparation. 61
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Well, let me give you a three-part answer: YES! YES!! YES!!! “Misdirection is part of this psychological technique (of magicians). It is the science of controlling not only the spectators’ eyes, but also their minds. It is this phase of magic that attracts so many doctors, lawyers, teachers, and other people who have a particular interest in the way the human mind works. I once heard a psychiatrist – who was also an excellent card trickster say that through his attention to misdirection, the magician develops a knowledge of certain peculiarities of human thought that surpasses anything to be found in psychology books.”
Most people love the sound of their own voice. When they are talking – and especially when things are going well for them – they get caught up in the moment. They want to talk forever. Unfortunately, that can have have a negative effect. I want to tell you a story told to me many years ago by a law professor of mine. His name was Irving. Before he was a professor he was a trial lawyer.
How to Do Tricks with Cards, Bill Turner (Collier Books, 1949)
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I have always been interested in magic. magic. When performing magic, especially close-up magic like card or coin tricks, a magician learns the importance of controlling his audience. These tricks usually usually involve sleight of hand, and so one of the goals of the magician is to distract the viewer from seeing exactly what he is doing.
The third reason to prepare is to reect upon what you can reasonably accomplish in a given persuasive event. This helps you decide when to stop talking and let silence create its impact. Does this seem odd to you? Do you really have to spend time preparing to know exactly when to shut up?
This distraction – or what magicians call misdirection – is about controlling the mind and eyes of the audience. It involves a lot of practice and preparation. 61
59
Well, let me give you a three-part answer: YES! YES!! YES!!! “Misdirection is part of this psychological technique (of magicians). It is the science of controlling not only the spectators’ eyes, but also their minds. It is this phase of magic that attracts so many doctors, lawyers, teachers, and other people who have a particular interest in the way the human mind works. I once heard a psychiatrist – who was also an excellent card trickster say that through his attention to misdirection, the magician develops a knowledge of certain peculiarities of human thought that surpasses anything to be found in psychology books.”
Most people love the sound of their own voice. When they are talking – and especially when things are going well for them – they get caught up in the moment. They want to talk forever. Unfortunately, that can have have a negative effect. I want to tell you a story told to me many years ago by a law professor of mine. His name was Irving. Before he was a professor he was a trial lawyer.
How to Do Tricks with Cards, Bill Turner (Collier Books, 1949)
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Smith is on the stand being questioned by the defendant’s attorney.
One day Irving was in his ofce when a man came to see him with a big bandage where his nose should have been. The man claimed that he had had been in a ght, and that the other guy had bitten off his nose. “I want to sue the guy!”
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“So, Mr. Smith, given where you were located, you could not possibly have seen my client bite off the plaintiff’s nose … is that not correct?”
“Yes, that’s correct.”
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After doing some homework, homework, Irving decided to take the case and it went to trial. The defendant claimed that he had not bitten off the nose … that it had been sliced off when Irving’s client fell against some glass. Irving knew that a jury would award greater damages to his client if they concluded that the defendant had in fact bitten off his client’s nose.
OK, the defendant’s counsel has obtained an important admission from Smith, specically that Smith had not seen the nose-biting. What should the attorney have done next? Well how about just sit down? This was the time to say “no further questions, your honor.” But, noooooo …. this attorney had not prepared. He had not spoken with Smith in advance. And so he pressed his position.
There was only one witness to the ght. His name was Smith. Irving had prepared well. He knew what Smith would say. Unfortunately for the defendant, his attorney was not as well prepared.
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Smith is on the stand being questioned by the defendant’s attorney.
One day Irving was in his ofce when a man came to see him with a big bandage where his nose should have been. The man claimed that he had had been in a ght, and that the other guy had bitten off his nose. “I want to sue the guy!”
“So, Mr. Smith, given where you were located, you could not possibly have seen my client bite off the plaintiff’s nose … is that not correct?”
“Yes, that’s correct.”
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After doing some homework, homework, Irving decided to take the case and it went to trial. The defendant claimed that he had not bitten off the nose … that it had been sliced off when Irving’s client fell against some glass. Irving knew that a jury would award greater damages to his client if they concluded that the defendant had in fact bitten off his client’s nose.
OK, the defendant’s counsel has obtained an important admission from Smith, specically that Smith had not seen the nose-biting. What should the attorney have done next? Well how about just sit down? This was the time to say “no further questions, your honor.” But, noooooo …. this attorney had not prepared. He had not spoken with Smith in advance. And so he pressed his position.
There was only one witness to the ght. His name was Smith. Irving had prepared well. He knew what Smith would say. Unfortunately for the defendant, his attorney was not as well prepared.
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ONE STEP TOO MANY ———
“So, Mr. Smith, you cannot possibly testify that my client bit off the plaintiff’s nose?”
“Well, I did see him spit it out!”
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OOOPS
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Irving really enjoyed that moment. He knew what Smith would say say.. And he knew that he could elicit the full story when it was his chance to question Smith. But, when the defendant’s own counsel brought forth the incriminating information … well, that was so juicy (no pun intended).
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ONE STEP TOO MANY ———
“So, Mr. Smith, you cannot possibly testify that my client bit off the plaintiff’s nose?”
“Well, I did see him spit it out!”
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OOOPS
Irving really enjoyed that moment. He knew what Smith would say say.. And he knew that he could elicit the full story when it was his chance to question Smith. But, when the defendant’s own counsel brought forth the incriminating information … well, that was so juicy (no pun intended).
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The defendant’s attorney had never learned the key to effective (persuasive) crossexamination… methodical preparation. preparation. Preparation forces you to think through what you can accomplish in a given persuasive event, and when to stop pressing.
“When you strike ‘ile’ (oil), stop boring; many a man has bored clean through and let the ‘ile’ run out o the bottom!” b ottom!” Advice from a famous Scottish trial trial attorney The Art of Cross-Examination Cross-Examination,, Francis Wellman (McMillian, 1903)
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Excuse me for getting worked up, but people who don’t know when to quit talking drive me nuts! If you want to be an effective persuader, you must know when to stop pushing. I can’t count the times I’ve been in a courtroom, or business negotiation, or sales presentation when a persuader hurt himself by not knowing when to shut the heck up.
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In recap then, there are three good reasons to prepare before you attempt to persuade: One,, the more prepared you are, the more uid you will be. One Two, the better your preparation, the stronger your control over the Two, listener. Three, with preparation, you will know precisely when to stop Three, pushing. Let’s now move on to my next important Rule of Persuasion.
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The defendant’s attorney had never learned the key to effective (persuasive) crossexamination… methodical preparation. preparation. Preparation forces you to think through what you can accomplish in a given persuasive event, and when to stop pressing.
“When you strike ‘ile’ (oil), stop boring; many a man has bored clean through and let the ‘ile’ run out o the bottom!” b ottom!” Advice from a famous Scottish trial trial attorney The Art of Cross-Examination Cross-Examination,, Francis Wellman (McMillian, 1903)
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Excuse me for getting worked up, but people who don’t know when to quit talking drive me nuts! If you want to be an effective persuader, you must know when to stop pushing. I can’t count the times I’ve been in a courtroom, or business negotiation, or sales presentation when a persuader hurt himself by not knowing when to shut the heck up.
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In recap then, there are three good reasons to prepare before you attempt to persuade: One,, the more prepared you are, the more uid you will be. One Two, the better your preparation, the stronger your control over the Two, listener. Three, with preparation, you will know precisely when to stop Three, pushing. Let’s now move on to my next important Rule of Persuasion.
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FURTHER READING Here is a list of some of the books we reviewed in preparing The Skinny on the Art of Persuasion: Persuasion: All Marketers are Liars, Seth Godin (Penguin, 2005) Blink: The Power of Thinking without Thinking,Malcolm Thinking, Malcolm Gladwell (Little Brown, 2005) Body Language, Julius Fast (Pocket Books, 1971) Close for Success, Jim Londay (Longman, 1988) Covert Persuasion: Psychological Tactics and Tricks to Win the Game, Kevin Hogan and James Speakman (Wiley, 2006) Dirty Little Secrets: Why Buyers Can’t Buy and Seller’s Can’t Sell, Sharon Drew Morgen (Morgen Publishing, 2009) High Trust Selling, Todd Duncan (Thomas Nelson, 2002) How Customers Think, Gerald Zaltman (Harvard Press, 2003) How to Do Tricks with Cards (Collier Books, 1949) How to Master the Art of Selling, Tom Hopkins (Warner Books, 1980) How to Win Friends and Inuence People, Dale Carnegie (Pocket Books, 1936) How We Decide, Johan Lehrer (Houghton Mifin, 2009) Inuence: The Psychology of Persuasion, Robert Cialdini (HarperCollins, 1984) Irrational Exuberance, Robert Shiller (Doubleday, 2005)
FURTHER READING Here is a list of some of the books we reviewed in preparing The Skinny on the Art of Persuasion: Persuasion: All Marketers are Liars, Seth Godin (Penguin, 2005) Blink: The Power of Thinking without Thinking,Malcolm Thinking, Malcolm Gladwell (Little Brown, 2005) Body Language, Julius Fast (Pocket Books, 1971) Close for Success, Jim Londay (Longman, 1988) Covert Persuasion: Psychological Tactics and Tricks to Win the Game, Kevin Hogan and James Speakman (Wiley, 2006) Dirty Little Secrets: Why Buyers Can’t Buy and Seller’s Can’t Sell, Sharon Drew Morgen (Morgen Publishing, 2009) High Trust Selling, Todd Duncan (Thomas Nelson, 2002) How Customers Think, Gerald Zaltman (Harvard Press, 2003) How to Do Tricks with Cards (Collier Books, 1949) How to Master the Art of Selling, Tom Hopkins (Warner Books, 1980) How to Win Friends and Inuence People, Dale Carnegie (Pocket Books, 1936) How We Decide, Johan Lehrer (Houghton Mifin, 2009) Inuence: The Psychology of Persuasion, Robert Cialdini (HarperCollins, 1984) Irrational Exuberance, Robert Shiller (Doubleday, 2005)
Maximum Inuence: The 12 Universal Laws of Power Persuasion, Kurt W. Mortensen (AMACOM, 2004)
The One Minute Salesperson, Spencer Johnson (William Morrow, 1984)
Nudge, Thaler and Sunstein (Penguin, 2008)
The Psychology of Persuasion: How to Persuade Others to Your Way of Thinking, Kevin Hogan (Pelican, 1996)
People Skills, Robert Bolton (T (Touchstone, ouchstone, 1979) The Power of Patience, M.J. Ryan (Random House, 2003) Persuasion: The Art of Getting What you Want, Want, Dave Lakhani (Wiley, 2005) Predictably Irrational: The Hidden Forces that that Shape our Decisions, Dan Ariely (HarperCollins, 2008)
The Prince, Niccolo Machiavelli (1500) What Every Body is Saying, Joe Navarro (HarperCollins, 2008) Why We Buy, Paco Underhill (Simon & Schuster, 1999)
Principled Persuasion: Inuence with Integrity, Sell with Standards, Dr. Marlene Caroselli (CPD Press, 1999) Real Estate Advertising, Lawrence Danks (Real Estate Education, 1983) Sway: The Irresistible Pull of Irrational Behavior,Ori Behavior, Ori and Rom Brafman (Doubleday, 2008) The 100 Absolutely Unbreakable Laws of Business Success, Brian Tracy (Berrett-Koehler, 2000) The Art of Cross-Examination, Francis Wellman (Macmillian, 1903) The Denitive Book of Body Language, Allan and Barbara Pease (Bantam, 2006) The Greatest Salesman in the World, Og Mandino (Bantam, 1968) The Hidden Brain, Shankar Vedantam (Spiegel & Grau, 2010) The Hidden Persuaders, Vance Packard (Pocket Books, 1957) The Magic of Rapport, Jerry Richardson and Joel Margolis (Hearst, 1981)
Maximum Inuence: The 12 Universal Laws of Power Persuasion, Kurt W. Mortensen (AMACOM, 2004)
The One Minute Salesperson, Spencer Johnson (William Morrow, 1984)
Nudge, Thaler and Sunstein (Penguin, 2008)
The Psychology of Persuasion: How to Persuade Others to Your Way of Thinking, Kevin Hogan (Pelican, 1996)
People Skills, Robert Bolton (T (Touchstone, ouchstone, 1979) The Power of Patience, M.J. Ryan (Random House, 2003) Persuasion: The Art of Getting What you Want, Want, Dave Lakhani (Wiley, 2005) Predictably Irrational: The Hidden Forces that that Shape our Decisions, Dan Ariely (HarperCollins, 2008)
The Prince, Niccolo Machiavelli (1500) What Every Body is Saying, Joe Navarro (HarperCollins, 2008) Why We Buy, Paco Underhill (Simon & Schuster, 1999)
Principled Persuasion: Inuence with Integrity, Sell with Standards, Dr. Marlene Caroselli (CPD Press, 1999) Real Estate Advertising, Lawrence Danks (Real Estate Education, 1983) Sway: The Irresistible Pull of Irrational Behavior,Ori Behavior, Ori and Rom Brafman (Doubleday, 2008) The 100 Absolutely Unbreakable Laws of Business Success, Brian Tracy (Berrett-Koehler, 2000) The Art of Cross-Examination, Francis Wellman (Macmillian, 1903) The Denitive Book of Body Language, Allan and Barbara Pease (Bantam, 2006) The Greatest Salesman in the World, Og Mandino (Bantam, 1968) The Hidden Brain, Shankar Vedantam (Spiegel & Grau, 2010) The Hidden Persuaders, Vance Packard (Pocket Books, 1957) The Magic of Rapport, Jerry Richardson and Joel Margolis (Hearst, 1981)
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Join The Skinny OnTM community today! • Get 20% o your rst purchase • Receive exclusive exclusive oers, oers, previews and discounts • See excerpts excerpts from all The Skinny On books TM
• Suggest topics for new books • View and subscribe to The Skinny On weekly webcomic TM
• Become a writer for The Skinny On TM
www.TheSkinnyOn.com Connect with us on:
After years of studying how people learn, Rand Media Co has created The Skinny On™ series of books to provide a plain-Engli plain-English sh explanation of today’s most important topics. Information is presented in an entertaining story format.
stick “ These books kick rears and take names. Using entertaining writing, stick
fgure drawings and a comic book style layout, they use simple stories to quickly convey valuable inormation … Highly recommended. recommended. Author Jim Randel has created one o the best, most interesting series I’ve seen in a very long time.” Mercury News, The Newspaper o Silicon Valley
“ I’d heard about these Skinny books rom a business colleague, so I decided to glance at the one on persuasion. persuasion . Beore I knew it, I had read and loved the whole book. I heartily recommend recommend it – no matter how persuasive you think you already are.”
After years of studying how people learn, Rand Media Co has created The Skinny On™ series of books to provide a plain-Engli plain-English sh explanation of today’s most important topics. Information is presented in an entertaining story format.
stick “ These books kick rears and take names. Using entertaining writing, stick
fgure drawings and a comic book style layout, they use simple stories to quickly convey valuable inormation … Highly recommended. recommended. Author Jim Randel has created one o the best, most interesting series I’ve seen in a very long time.” Mercury News, The Newspaper o Silicon Valley
“ I’d heard about these Skinny books rom a business colleague, so I decided to glance at the one on persuasion. persuasion . Beore I knew it, I had read and loved the whole book. I heartily recommend recommend it – no matter how persuasive you think you already are.” Ken Solomon, CEO/Chairman, The Tennis Channel
Some call our books “eye candy or the brain” … others like the term “minimalist magic” magic” … and still others describe our books as “a revolutionary reading experience.” Bu But n o m a t t e r w h a t t h e y s a y , people everywhere can’t stop talking about The Skinny On books.
The Skinny on the Art of Persuasion is about developing the skills to move minds. minds. In this graphic, graphic, one-hour read you’ll learn learn how to infuence the thinking o others. You’ll learn skills to increase your persuasiveness and eventually, your success at whatever endeavor you pursue. about the author: Jim Randel is an attorney and entrepreneur who has studied topics of nancial literacy and personal achievement for thirty years.
learn more at:
theskinnyon.com
