You probably have been struggling with persuasion.

You never seem to be successful in getting others to take your position on issues.

This book comes to your aide to help you acquire the competence of understanding what works in the minds of people to make them either resist or adapt to the message you directly to them. It does not just focus on telling you what to do in order to be persuasive; instead, it goes deeper to anchor the strategies on sound psychological principles.

It matters that you understand your audience and know them well before you can even pass the message across. The book has various chapters that are steps one has to take in ensuring they give their message a persuasive edge that can pierce through the target’s resistance.

• The first step is on molding the perception of your target which focuses on how to ensure that you understand the preconceptions of the target.
• The second step focuses on eliciting congruent attitudes. You will know how to use body language to influence your target.
• The following step is triggering social pressure which is about making the person do what so many people are doing.
• The next step is to habituate your message by making your target come to accommodate your idea or message without making them feel uncomfortable.
• The next step is to optimize your message by ensuring the target can easily evaluate it at the level that you desire.
• The next step is driving the momentum of the target just to ensure they remain in compliance and do not change their mind before you accomplish your mission.
• The next step is sustaining compliance and regards to ensuring people make favorable associations.

Now you should be ready to be taken on a journey of self-discovery, to unleash your potential of persuasion.

If you love psychology, this will be an insightful listen.