How to Persuade People Who Don't Want to be Persuaded E-Book

Joel Bauer

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 337

Veröffentlichungsjahr: 2011

Beschreibung

The art of persuasion as taught by one of the world's most sought-after speakers and pitchmen In this daring book, Joel Bauer teaches you how to persuade by making your messages entertaining. Learn the secrets behind "The Fright Challenge," "The Transformation Mechanism," and other persuasion tactics used by pitchmen, carneys, and conjurors to convince people to their way of thinking. Along with coauthor Mark Levy, Bauer has taken these ethical, entertainment-based techniques, and has made them practical for everyday use-capable of influencing one person or a thousand, in business and in life. Joel Bauer (Los Angeles, CA) is an expert in performance-based live marketing who The Wall Street Journal online referred to as "undoubtedly the chairman of the board" of corporate tradeshow rain-making. Mark Levy (Chester, NJ) has written for the New York Times, has authored or coauthored three books, and is the founder of Levy Innovation, a consulting firm that makes individuals and companies memorable.

Leseprobe

Table of Contents

Praise

Title Page

Copyright Page

Dedication

Acknowledgments

Chapter 1 - DRAW IN THE LISTENER

OVERVIEW

Chapter 2 - CHANGE THE MOMENT

CHANGE THE MOMENT WITH WORDS

THE HARVARD BUSINESS REVIEW KNOWS EMOTION TRUMPS LOGIC

Chapter 3 - THE TRANSFORMATION MECHANISM

METAPHORS AS A MEANS OF MAKING SENSE

MAKING THE SHIFT TO MECHANISMS

THE MECHANISM IN ACTION

TAKING AN ENTERTAINMENT INVENTORY

HOW DO YOU BUILD A MECHANISM?

WHAT IF YOU DON’T HAVE A SKILL OR DON’T KNOW OF A PUZZLE YOU CAN USE?

Chapter 4 - THE BODY METAPHOR

WHAT A BODY METAPHOR LOOKS LIKE

BODY METAPHORS AND YOU

APPLYING THE BODY METAPHOR

Chapter 5 - THE PAPER METAPHOR

WHAT IS A PAPER METAPHOR?

HOW TO CREATE YOUR OWN PAPER METAPHOR

Chapter 6 - THE QUICK PITCH OPENING

CONSTRUCT YOUR OWN OPENING

Chapter 7 - THE QUICK PITCH BODY

WHAT THE BODY SENTENCE DOES FOR YOU

CONVERSATIONAL KEYS

TIME TO MOVE

GUT TRAINING

TODAY

Chapter 8 - THE SLOGAN PITCH

Chapter 9 - CONVINCE WITH SAMPLES

THINGS TO THINK ABOUT WHEN IT COMES TO CREATING A SAMPLE OF YOUR OFFERING

Chapter 10 - THE POWER OF FREE

Chapter 11 - THE POWER OF GIFTS

GIVE THE BEST GIFT POSSIBLE

PERSONALIZE THE GIFT AS MUCH AS YOU CAN

HOW CAN YOU APPLY THESE PRINCIPLES?

Chapter 12 - SOLID PROOF

CLIENT LISTS

CLIENT TESTIMONIALS

CELEBRITY ENDORSEMENTS

ASSOCIATION AND ORGANIZATION MEMBERSHIPS

EXPERT OPINION

SURVEY RESULTS

THE REAL REASON WHY

SPECIFICITY

CASE STUDIES

PHOTOGRAPHS

GUARANTEES

PROPS

Chapter 13 - DYNAMIC CLARITY

HOW DO YOU GET CLEAR?

Chapter 14 - BE DISTINCT

WHAT IS POSITIONING?

WHY PICK A POSITION?

NO SWEAT

WHY DOES POSITIONING WORK?

WHAT ARE SOME SLANTS TO POSITION YOURSELF BY?

IN A NUTSHELL

Chapter 15 - OVERCOME RESISTANCE

THE STRAIGHTFORWARD APPROACH

SIDE APPROACHES

ALTERNATE WAYS OF DEALING WITH RESISTANCE

Chapter 16 - THE LOOK

THE 4, 4, 4 PRINCIPLE

WHY DON’T ALL BUSINESSPEOPLE DRESS WELL?

THE RULES OF GOOD DRESS

Chapter 17 - THE PLATFORM PITCH

THE AUDIENCE

THE STRUCTURE

THE BUILD STEP

THE HOLD STEP

THE MOVE STEP

Chapter 18 - THE MECHANISM EMERGENCY KIT

THE MECHANISMS

INDEX

ABOUT THE AUTHORS

More Praise forHow to Persuade People Who Don’t Want to Be Persuaded

“Joel Bauer and Mark Levy draw back the curtain and let you see, hear, touch, and use the most mysterious mechanisms of success—influence and persuasion. If you’re thinking lightweight cunning or heavyweight sociology, forget it. We’re talking about an ancient craft our ancestors knew that our generation forgot. This book will teach you how to wield your best ideas to influence others with the mystical dexterity of a caveman who strikes a flint just so—and creates fire.”

—Nick Corcodilos, founder of the North Bridge Group, Inc. and author ofAsk the Headhunter

“How to Persuade People Who Don’t Want to Be Persuaded is a gem. Its concepts are clear, its examples are powerful, and the writing in it provides readers with the energy inherent in a great pitch. If you want to elevate your ideas and get them received as if they were manna from heaven, you must read this book.”

—Leslie Yerkes, president of Catalyst Consulting Group, Inc. and author of301 Ways to Have Fun at Work, Fun Works,andBeans

“Joel Bauer and Mark Levy teach you how to get into the mind of the decision maker and convert ’no’ into ’yes.’”

—Jeffrey Gitomer, author ofThe Sales BibleandThe Patterson Principles of Selling

“I’ve watched Joel Bauer work with audiences for 12 years and now I understand why he’s been the undisputed leader in persuasion. But How to Persuade People Who Don’t Want to Be Persuaded isn’t just a story about Joel. It’s an unselfish recipe for personal and professional development. This book is a gift.”

—Matt Hill, president, The Hill Group

“Joel Bauer and Mark Levy elevate the art of salesmanship to a level others only dream about and reveal persuasion strategies few professionals would be willing to share. Truly, this is a book on how to be a success.”

—Larry Becker, former creative partner of Becker-Kanter Advertising

“Mr. Bauer possesses amazing insight, and offers inspired revelations into human behavior. This book is dangerous.”

—William Bakoyni, president and CEO, Video Technologies

“No hocus-pocus here. This book will awaken the negotiator within and enable you to be more persuasive that you ever thought possible.”

—Max Cohen, cofounder and CEO, CashAdvance.com

“Bauer and Levy don’t just prove the power of persuasion in their new book; they show you how to become an expert at this key life skill—quickly and easily.”

—Peter Economy, coauthor ofManaging for Dummies

“While reading Joel Bauer’s book, you’ll get an urge to rush out and test what you’ve learned. When you see your first ’victim’s’ eyes light up, you’ll realize his persuasion techniques really work. From that moment on, you’re hooked.”

—Scott Goodman, CEO, Samson Technologies

“How to Persuade People Who Don’t Want to Be Persuaded is candid, insightful, educational, and fun. Read it and put some magic into your business life.”

—Jeffrey J. Fox, author ofHow to Make Big Money in Your Own Small BusinessandHow to Become CEO

“Donald Trump’s Art of the Deal and Joel Bauer’s How to Persuade People Who Don’t Want to Be Persuaded are two essentials for those looking to succeed in business.”

—Bob Bedbury, director of Business Development, Gumas Advertising

“Master Joel and Mark’s influence strategies and you can become the business world’s next pied piper.”

—Stewart Levine, author ofThe Book of AgreementandGetting to Resolution

“I found influence principles I could immediately apply to my business on almost every page.”

—David Goldsmith, founder, MetaMatrix Consulting, Inc.

“Joel Bauer is such a rock star. He has shown up with his own brand of real magic and it will rock your world. Read every word and read it again.”

—Angelica J. Holiday, TV producer, entertainment/advertising/marketing & brand consultant

“A must read and a fun read for business people at any level. The book grabs you the moment you pick it up and is full of underground practices, which will have you persuading like a professional pitchman.”

—Thomas J. Waletzki, president, Eizo Nanao Technologies

“How to Persuade People Who Don’t Want to Be Persuaded will shake you out of your comfort zone and, in the process, draw others to your ideas. A wonderfully unorthodox look at how to influence and get attention.”

—John Izzo, author ofSecond Innocence: Rediscovering Joy & WonderandAwakening the Corporate Soul

This book is printed on acid-free paper.

Copyright © 2004 by Joel Bauer and Mark Levy. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

Thanks to Magic magazine publisher Stan Allen and editor-in-chief John Moehring for permission to use interview material that was published in its April 2003 issue.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 and 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 10923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone].

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. The publisher is not engaged in rendering professional services, and you should consult a professional where appropriate. Neither the publisher nor the author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data:

Bauer, Joel, 1960-

How to persuade people who don’t want to be persuaded : get what you want—every time! / Joel Bauer, Mark Levy.

p. cm.

Includes bibliographical references and index.

ISBN 0-471-64797-7 (hardcover)

1. Persuasion (Psychology) I. Levy, Mark, 1962- II. Title.

BF637.P4B32 2004

153.8’52—dc22

2003027633

For my mother, Carol, who never said, “It cannot be done,” and my wife, Cherie, who said, “Is that all?”

—J. B.

For my mother, Rhoda, who read me Treasure Island, and my wife, Stella, who can persuade with the best of them.

—M. L.

ACKNOWLEDGMENTS

I’d like to thank my wife, Cherie, who knew I had potential when it was well hidden; my amazing children, Chanelle, Briana, and Sterling, who every day teach me what life is really about; my mother, Carol Bauer, and my father, Stephen Shoyer; my adoring grandfathers, Albert and Duffy; and my closest friends, Bill Bakoyni, Larry Becker, David Borys, Gary Lamers, Eric Maurin, Dale Penn, Jason Randal, David Stahl, and Jon Stetson. Without their ongoing support, the journey toward getting what I’ve always wanted would have been lonely. I’d like to thank my life teachers, Jack Chanin, Paul Diamond, Joe DeLion, Gary Hunter, Hidy Ochiai, Ron Praver, Benny Ray, and Gregg Webb; the Kenin Coin & Stamp Shop Magic Department when I was eleven; the staff of Carnival Cruise Lines when I was thirteen; and my publicist, Phil Lobel, who has worked brilliantly with the media to get the word out about me.

I’d also like to thank my co-author, Mark Levy, who is a writing god. Working with Mark is the only way my techniques and philosophy could have ever been transferred so expertly to the page. He climbed inside my world, and became a friend as well.

Life has dealt me a great hand, and the cards will remain in play until my last breath.

—J. B.

I’d like to thank my wife, Stella, whose love and support has kept me going; my mom, Rhoda; my brother, Paul; my sister, Joyce; and, all my other amazing relatives, like Gil, Irwin, and Joan. I thank my friends whose wisdom helped Joel and me write this book: Dick “The Guru” Axelrod, Renee Babiewich, Larry Becker (for introducing me to Joel), Steve “There’s a peculiarity in my shoe” Cohen, Patti Danos, Kevin Daum (for a twohour conversation that made it all clear), Christopher Dilts and his hair, Jack Foster, Bob “The Happy Skeptic” Friedhoffer, Michael “Leonardo” Gelb, Nathan Gold, David “Ferris Buehler” Goldsmith, Michelle Herman, Paul Harris, Robert “Short Sentences” Jacobs, Mac “Vegas, baby!” King, Paul Lemberg, Steve “How did it walk?” Sanderson, Rich Schefren, Adam Snukal, Ken Swezey (who was excited by our book concept before anyone else, and whose enthusiasm gave the “PitchMind” rocket a lift into orbit), and Karl Weber. Also, thanks to our literary agent, Muriel Nellis, and her assistant, Jane Roberts, to everyone at Wiley, with a big shout out to Matt “The Nurturer” Holt and Tamara “The Transylvanian” Hummel, and to Claire Huismann and the killer staff at Impressions Book and Journal Services. Also also, I’d like to thank my pets. When you’re writing eleven hours a day with no humans in sight, a bark, a meow, or a tweet can be awfully comforting. Bless you Kuma, Jofu (“Fuzio”), Tiger, and Betsy.

Finally, I would like to thank the man himself, Joel Bauer. Joel is a masterful businessperson, performer, and friend. If you ever get the chance to see him in action, take it!

—M. L.

1

DRAW IN THE LISTENER

What you’re about to read is a bit frightening. Sometimes seminar attendees walk out on me as I deliver this material because they’re disturbed by what they hear. These are smart people walking out. I don’t blame them for leaving. This is the stuff of nightmares.

As you continue reading, you’re going to learn to persuade in a way you never imagined possible. Not in a Dale Carnegie way. Not by smiling and tossing in people’s first names as you speak with them. This is about getting people to do what you want. Particularly strangers. (When a Wired reporter saw hundreds of strangers follow my commands in unison, he called the display “a feat of mass obedience that must be seen to be believed.”)

My persuasion model is unusual, but deadly effective. I didn’t read about it in a magazine or develop it with a team of university scholars. Instead, it comes from my 37 years’ experience in front of audiences and from my study of those true masters of influence, show folk; mostly show folk in the “dark arts.”