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the art of persuasion

how to move minds

by jim randel

This book caught me completely off guard tons of substance in a fun-filled, one-hour read. My highest recommendation!
Mike Goss, Managing Director, Bain Capital

The Easiest Learning There Is!!

10 RULES OF PERSUASION
1. Likeability works. 2. Prepare. Then prepare again. 3. Listen and watch.

The Easiest Learning There Is!!

The Coolest Series in America!!

success

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an introduction to the subject

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The Skinny on Success is a funny, insightful and concise explanation as to why some people achieve their goals and others do not. I cant think of a better way to spend an hour (well, maybe one way) but as far as reading goes, this book is as good as it gets. Jeffrey Kindler / CEO/Chairman, Pfizer

4. Scarcity pushes people to act. 5. People want to be consistent. 6. Create a sense of reciprocity. 7. In lieu of analysis, people often take shortcuts to reach decisions. 8. People follow crowds, celebrities, and authority figures.

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This book performs an extraordinary public service.


Richard Blumenthal, Attorney General State of Connecticut

Ive tracked Jimmys incredible run of successful real estate investments for twenty years.
Jeff Dunne, Vice Chairman, CB Richard Ellis

The Skinny on Success is a funny, insightful and concise explanation as to why some people achieve ... this book is as good as it gets.
Jeffrey Kindler, CEO/Chmn, Pfizer

This book performs an extraordinary public service ...


Richard Blumenthal Connecticut Attorney General

Ive tracked Jimmys incredible run of successful real estate investments for twenty years.
Jeff Dunne, Vice Chairman, CB Richard Ellis

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Dont let the stick figures fool you ... Jim Randel will have you laughing and thinking at the same time. A very enjoyable read!
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9. Decisions are all about emotions. 10. Persuasiveness is about integrity.

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Gerri Detweiler, National Credit Card Expert

A friend gave me this book ... perhaps because he thinks Im time-challenged. In any event, I loved it ... substantive, fun, and funny. I give it my highest recommendation.
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The Skinny on The Art of Persuasion

the art of 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, financial 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 far too little time to read. As a result, our understanding of important subjects often tends to float 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 find 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 benefit. 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. Although minimalist in design, we do take our message very seriously. Please do not confuse format with content. The time you invest reading this book will be paid back to you many, many times over.

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 9254919 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 someone else to your way of thinking, you must align your mind with theirs. Successful persuasion begins and ends when there is a mind meld of real meaning, feeling, and understanding. So how do we establish this mind meld? The answer lies in understanding what motivates and drives the other person. Armed with that knowledge, you can position your thoughts and requests in such a way that they are easily and quickly accepted with little or no questioning. Covert Persuasion: Psychological Tactics and Tricks to Win the Game, Kevin Hogan and James Speakman (Wiley, 2006)

INTRODUCTION
Persuasion: inducing. the act of convincing, influencing, or

Great persuaders people who can get into your brain and massage your cerebrum. Wow! What is more powerful than that? Our team here at The Skinny On has studied great persuaders going back hundreds of 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 point of view if you can move minds well then you can do just about anything. In fact, in 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 youve ever spent!

FOREWORD
In this book I use the expression persuasive event. A persuasive event is any opportunity you have to influence another persons thinking. It can, of course, be a face-to-face meeting, but it does not have to be. It may be a letter, a phone call, an e-mail or text. Any form of 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 you do, its 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?

What do you call work?

Why, aint that work?

Well, maybe it is, and maybe it aint. All I know is that it suits Tom Sawyer.

Oh come, now, you dont mean to let on that you like it?

Like it? Well, I dont see why I oughtnt 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 wouldnt hardly do. Aunt Pollys awful particular about her fence.

Oh, come, now lemme just try! Only just a little.

The Adventures of Tom Sawyer, Mark Twain

Hi, Im Jim Randel and Ill be your moderator for our story. Throughout this book Ill be trying to influence your thinking to persuade you to adopt some of my thoughts on the art of persuasion.

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.

Lately, Billy has been frustrated at work. He has not been as successful as others in his office. He wonders if there is something wrong with him.
Maybe my phone is broken.

Yes, I know that by the way, you look very nice this morning. Its just that shes so obvious and yet her phone rings off the hook.

Could it be something you are doing wrong?

Billy

Mary Johnson

I dont get it, Beth Mary Johnson is having a great year. She is so fake and yet people fall for her flattery.

No ... its not me!

I can live for two months on a good compliment.

People like to be flattered, Billy.

Mark Twain

Lets stop right here for a moment. Billy is wrong. It is him! 1. If Billy is not achieving what he wants, his first stop should be the mirror. If Billy is not selling as well as others in his office, he needs to make a realistic assessment of why he is falling short. Every one of us can learn to be more persuasive. 2. Billy is wasting time criticizing Mary Johnson. Mary is making sales and Billy is not. Billy should analyze what she is doing that he is not and consider changing his approach.

May I help you?

Actually Im here to help you.

Billy

Its time for me to introduce myself to Billy. Im going to try to show him how to improve his persuasiveness.
At least Im doing well at poker.

Are you interested in buying or selling a home?

No thanks.

Yes?
Billy
Billy

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Then why are you here? And who are you?

My name is Jim Randel, Im here with some suggestions for you.

There is something about you I dont like.

Would you buy a house from me?

Billy

Billy

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Thanks, but I dont need your help.

I understand that its a bit pushy of me to barge in on you like this but I hear youve not been having much success of late.

I wouldnt even buy a lemonade from you now get lost.

Gee, Billy, please let me finish my point.

Billy

Billy

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Hurry up ... you are getting under my skin very quickly.

All I am trying to do is persuade you that you dont like me, and that you wouldnt buy a lemonade from me.

Are you nuts? I am not pushy!! Ill be going now, Billy.

Billy

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Are you dense?! I just told you that!!

Then my strategy worked. You see I was trying to get your attention. Ive 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 Billys approach to his business he can be pushy ... and short with people when they dont see things his way. In fact, he is constantly violating the #1 Rule of Persuasion.

Billy

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RULE OF PERSUASION #1: PEOPLE ARE PERSUADED BY PEOPLE THEY LIKE.

The more we feel connected to, part of, liked by, or attracted to someone, the more persuasive they become.
Maximum Influence: The 12 Universal Laws of Power Persuasion, Kurt W. Mortensen (Amacom, 2004)

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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: 1.  They find a commonality they identify some place or event or time that ties them to the other 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. 3.  They are appreciative of the other persons qualities. Billy thinks that Mary Johnson is an insincere flatterer. 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 at ease.

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.

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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 anothers exact 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 customers orders verbatim were more than twice those of the other waitresses.

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One group of waitresses was instructed to repeat certain words in a customers 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 form of flattery.


Anonymous

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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 customers order was acknowledged. And the experiment confirmed 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 ABOUT MANIPULATION??

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For a comprehensive book on how to create a bond between you and the person you want to influence, 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. As an example, the authors speak to pacing, a term from the field of hypnosis. The authors suggest that by mirroring another persons rate of speech, tonality, volume and vocabulary, you lull them into thinking you are just like them. (Pacing) is being or becoming like other people so that you can get their attention and friendship and help.

At times there is a fine line between manipulation and persuasion. Some commentators feel that the difference is one of the persuaders intent. Manipulation is inwardly focused on the outcome for the person doing the manipulation. Persuasion is externally focused on developing a win-win outcome where everyones needs are met. Persuasion: The Art of Getting What You Want Dave Lakhani, (Wiley, 2005)

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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 influence ones thoughts using artificial or fraudulent means. When I suggest you create a connection with another person, I dont propose you disguise your true self. You still must be you. You just try to access and display those parts of you that are going to be most familiar to the other person. If you attempt to alter your essence in an effort to influence someone elses thinking, he or she will most likely see through you anyway.

We cant 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. The Prince was Machiavellis analysis of how rulers gained and maintained power. Machiavelli believed that rulers needed to use manipulation and 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. Some people believe that Machiavelli was correct. Others think that disingenuous people are eventually discovered and never achieve long-term success. Our point of view is the latter. The rulers in Machiavellis day (500 years ago) lived in a world connected by word of mouth. Truth and reputation spread slowly. Today, one serious misstep on your part can be heard by others in 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 single ingredient in the formula of success is knowing how to get along with people.
Teddy Roosevelt
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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?

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Well I would definitely not call him good looking, but yes, he was about 6 feet tall what kind of question is that anyway?

If its the same guy, Ive met him.

back to billy and beth

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Youve met him??

Yes, he teaches a course on Persuasive Skills at my law school. His class is extremely popular.

Help you! I threw him out of my office.

Gee Billy, not exactly the best way to win friends and influence people.

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Youre kidding me!

No, really. In fact, Im trying to get into his course next semester, but its closed out. Maybe you can help me with him.

Win friends and influence people?!

Oh, Im just kidding around, Billy. Thats the title of a bestselling book by a man named Dale Carnegie.

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Dale Carnegies book, How to Win Friends and Influence 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 Carnegies five 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 isnt rocket science. Still, its 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 doesnt want to sell you any real estate, and he doesnt want to marry you. How to Win Friends and Influence 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, 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 couldnt care less, you will never be a great persuader. Nor much of a person.

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The senior partner in our law firm never pays attention to the paralegals, and so ...

I wonder how my fantasy football team did Uh 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 doesnt hear or see himself the way others do. I have my work cut out for me with Billy. But well get back to him. Lets 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. 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.

The same is true for business 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.

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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. Thats 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 field is that he takes far more time to prepare than the average. Great successes are often determined by attention to the smallest details. One fact, one inaccuracy, can make all 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.

The second reason preparation works is that the better prepared you are, the more control you will exercise over the listeners thought processes. You should assume that no matter how interesting you are, your listeners mind is flitting around. That is human nature. Your goal is to keep control of the other persons 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 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 persons attention. If there is a progression to your presentation that the listener must follow, think through where the chain might break. Reflect 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. When performing magic, especially close-up magic like card or coin tricks, a magician learns the importance of controlling his audience. These tricks 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. 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. 59

The third reason to prepare is to reflect 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?

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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. How to Do Tricks with Cards, Bill Turner (Collier Books, 1949)

Well, let me give you a three-part answer: YES! YES!! YES!!! 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 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.

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One day Irving was in his office when a man came to see him with a big bandage where his nose should have been. The man claimed that he had been in a fight, and that the other guy had bitten off his nose. I want to sue the guy!

Smith is on the stand being questioned by the defendants attorney.

So, Mr. Smith, given where you were located, you could not possibly have seen my client bite off the plaintiffs nose is that not correct?

Yes, thats correct.

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After doing some 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 Irvings 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 clients nose. There was only one witness to the fight. 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.

OK, the defendants counsel has obtained an important admission from Smith, specifically 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.

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So, Mr. Smith, you cannot possibly testify that my client bit off the plaintiffs nose?

ONE STEP TOO MANY


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. And he knew that he could elicit the full story when it was his chance to question Smith. But, when the defendants own counsel brought forth the incriminating information well, that was so juicy (no pun intended).

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The defendants attorney had never learned the key to effective (persuasive) crossexamination methodical 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 of the bottom!
Advice from a famous Scottish trial attorney The Art of Cross-Examination, Francis Wellman (McMillian, 1903)
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Excuse me for getting worked up, but people who dont know when to quit talking drive me nuts! If you want to be an effective persuader, you must know when to stop pushing. I cant count the times Ive been in a courtroom, or business negotiation, or sales presentation when a persuader hurt himself by not knowing when to shut the heck up.

In recap then, there are three good reasons to prepare before you attempt to persuade: One, the more prepared you are, the more fluid you will be. Two, the better your preparation, the stronger your control over the listener. Three, with preparation, you will know precisely when to stop pushing. Lets 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: All Marketers are Liars, Seth Godin (Penguin, 2005) Blink: The Power of Thinking without 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 Cant Buy and Sellers Cant 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 Influence People, Dale Carnegie (Pocket Books, 1936) How We Decide, Johan Lehrer (Houghton Mifflin, 2009) Influence: The Psychology of Persuasion, Robert Cialdini (HarperCollins, 1984) Irrational Exuberance, Robert Shiller (Doubleday, 2005)

Maximum Influence: The 12 Universal Laws of Power Persuasion, Kurt W. Mortensen (AMACOM, 2004) Nudge, Thaler and Sunstein (Penguin, 2008) People Skills, Robert Bolton (Touchstone, 1979) Persuasion: The Art of Getting What you Want, Dave Lakhani (Wiley, 2005) Predictably Irrational: The Hidden Forces that Shape our Decisions, Dan Ariely (HarperCollins, 2008) Principled Persuasion: Influence 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 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 Definitive 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)

The One Minute Salesperson, Spencer Johnson (William Morrow, 1984) The Psychology of Persuasion: How to Persuade Others to Your Way of Thinking, Kevin Hogan (Pelican, 1996) The Power of Patience, M.J. Ryan (Random House, 2003) The Prince, Niccolo Machiavelli (1500) What Every Body is Saying, Joe Navarro (HarperCollins, 2008) Why We Buy, Paco Underhill (Simon & Schuster, 1999)

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After years of studying how people learn, Rand Media Co has created The Skinny On series of books to provide a plain-English explanation of todays most important topics. Information is presented in an entertaining story format.

These books kick rears and take names. Using entertaining writing, stick 

figure drawings and a comic book style layout, they use simple stories to quickly convey valuable information Highly recommended. Author Jim Randel has created one of the best, most interesting series Ive seen in a very long time.
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I d heard about these Skinny books from a business colleague, so I decided to


glance at the one on persuasion. Before I knew it, I had read and loved the whole book. I heartily recommend it no matter how persuasive you think you already are.
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Some call our books eye candy for the brain others like the term minimalist magic and still others describe our books as a revolutionary reading experience. But n o m a t t e r w h a t t h e y s a y , people everywhere cant stop talking about The Skinny On books. The Skinny on the Art of Persuasion is about developing the skills to move minds. In this graphic, one-hour read youll learn how to influence the thinking of others. Youll 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 financial literacy and personal achievement for thirty years.

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