Maximum Influence. The 12 Universal Laws of Power Mortensen K.W
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- Annotation
- Foreword
- Overview
- Acknowledgments
- Overview
- Keywords
- Persuasion: The Heartbeat of Our Economy
- Used for You or Against You
- When You Have the Right Tools You Will Succeed
- Definitions
- Ethos
- Pathos
- Logos
- Persuasion, Communication, and Knowledge Breed
- Confidence
- The Foundational Principles of Persuasion
- The Laws of Persuasion Are Neutral
- Persuasion Must Have an Audience
- Effective Persuasion Requires Adaptation
- Effective Persuasion Has Lasting Impact
- The Formula: Twelve Laws of Maximum
- Influence
- Chapter 2: The Twelve Universal Laws of
- Power Persuasion
- Overview
- Twelve Automatic Triggers of Persuasion
- Thinking About Not Thinking
- The Twelve Laws of Persuasion
- Two Paths of Persuasion
- Chapter 3: The Law of Dissonance--Internal Pressure Is the Secret
- Overview
- The Theory of Cognitive Dissonance
- Methods of Protecting Mental Consistency
- Everyday Examples of Dissonance
- Maintaining Psychological Consistency
- Using Dissonance to Create Action
- The Law of Dissonance in Marketing
- The Bait and Switch
- Brand Loyalty
- Cognitive Dissonance and Public Commitment
- Getting Your Foot in the Door
- Using FITD Effectively
- Three Steps to Using the Law of Dissonance
- Step One: Get a Commitment
- Public
- Affirmative
- Voluntary
- Effortful
- Step Two: Create Dissonance
- Step Three: Offer a Solution
- Chapter 4: The Law of Obligation—How to Get Anyone to Do a Favor for You
- Overview
- Definition of the Law of Obligation
- The Law of Obligation and Marketing
- Fundraising and the Law of Obligation
- Applying the Law of Obligation
- Reciprocal Concessions
- Give a Favor, Expect a Favor in Return
- Secrets Create Obligation: The Secret of Secrets
- Caution
- Chapter 5: The Law of Connectivity—Contagious Cooperation
- Overview
- Attraction: The Halo Effect
- Similarity: Similar Is Familiar
- People Skills: Winning Instant Acceptance from
- Others
- Goodwill
- Bonding: Name Calling Works
- Humor
- Smile
- Respect
- Rapport: The Instant Connection
- Body Language: Attracts or Distracts
- Eyes
- Hands
- Head
- Legs
- Touch
- Mirroring and Matching
- Mirroring Language
- Matching Breathing
- Matching Voice
- Mirroring Moods
- Matching Energy Level
- Breaking the Mirror
- Chapter 6: The Law of Social Validation--The Art of Social Pressure
- Overview
- Going with the Crowd
- The Law of Social Validation at Work
- Social Validation: The Power of the Group
- The Dark Side of Social Validation
- Bystander Apathy
- De-Individuation
- Chapter 7: The Law of Scarcity—Get Anyone to Take Immediate Action
- Overview
- Why Scarcity Drives Us Wild
- The Threat of Potential Loss
- You Can’t Have It
- Creating Allure
- Chapter 8: The Law of Verbal Packaging--The Leverage of Language
- Overview
- Murder Hate Depressed Cancer Sad Despair
- The Fundamentals of Language Usage
- Word Choice
- Double-Speak: Tame the Sting
- Package Your Numbers
- Positive Word Choice
- Emotion-Packed Words
- Approximately
- The Use of Silence
- Using Vivid Language to Paint Pictures
- The Value of the Simple Statement
- Sixteen Attention-Grabbing Words
- Vocal Techniques: Keep People Attentive and
- Listening
- Pace
- Vocal Fillers
- Pitch
- Volume
- Pauses
- Dental Verbal Packaging
- Sweetening the Pot: Triple the Value
- Reducing It to the Ridiculous: Create Perspective
- Shifting Focus
- Door-in-the-Face
- Comparison Effect: Taking Their Temperature
- How to Use the Law of Contrast
- Chapter 10: The Law of Expectations—The Impact of Suggestion
- Overview
- Expectations as Assumptions: Expect with Confidence
- Expectations of Others Affect Behavior
- School Teachers
- Grubby Day
- Littering
- Parental Expectation
- Blood Drive
- Reputation Expectations
- First Impression Expectations
- Embedded Commands
- Goal Setting: Creating Personal Expectations
- Pacing and Leading
- Chapter 11: The Law of Involvement--Create and Awaken Curiosity
- Overview
- Increasing Participation
- Role-Playing
- Asking for Advice
- Visualization
- Physical Movement
- Contact
- Creating Atmosphere
- Law offices
- Aroma
- Using the Art of Questioning
- A Two-Way Street
- Encourage participation
- Generating Competition
- Chapter 12: The Law of Esteem—How Praise Releases Energy
- Overview
- Self-Esteem
- The Ego
- Challenge to the Ego
- Ingratiation: Make Others Feel Important
- Praise Others Daily
- How to Give Sincere Praise
- Effects of Praise
- Acceptance
- Chapter 13: The Law of Association--Create the Climate
- Overview
- The Amazing Power of Endorsements
- Anchors: Capture the Feeling
- Smells: The Aroma of Persuasion
- Music: Feel the Beat
- The Might of Symbols
- Sponsorship: Lasting Impact
- Images: How to Get Through Their Guard
- Color Triggers
- Use Association to Persuade and Influence
- Chapter 14: The Law of Balance—Logical Mind vs. Emotional Heart
- Overview
- Logic: What Stirs an Audience
- Evidence and Logic
- Statistics
- Analogies
- Examples
- Compelling Evidence
- Emotion: Winning People’s Hearts
- Types of Emotions: Emotional Mastery
- Worry
- Fear
- Anger
- Sympathy and Compassion
- Jealousy
- Shame
- Pity
- Your Emotional Radar
- Tip the Scale
- Chapter 15: Your Pre-Persuasion Checklist--The Inside Secrets of Maximum Influence
- Overview
- Beliefs
- Values
- Indifference
- Monitoring the Ability to Change: Getting Inside the Closed Mind
- Where the Audience Stands
- The Hostile Audience
- The Persuasion Pitfall
- Monitoring Your Listening Skills: Crack the Code
- Top Five Challenges to Listening Effectively
- Your Persuasion Radar
- Structuring Winning Arguments
- 1. Create Interest
- 2. State the Problem
- 3. Offer Evidence
- 4. Present a Solution
- 5. Call to Action
- Giving a Call to Action
- Structure Points
- 1. Repetition
- 2. Theme
- 3. Brevity and Simplicity
- The Gettysburg Address
- 4. Primacy and Recency Effects
- 5. Offer Choices
- Inoculation: Defend Against the Attack
- Preparation Is the Key to Influence
- Persuasion: The Gas to Your Engine of Success
- Notes
- Index
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