Guerrilla Persuasion

Author: (USA) Robert B. Cialdini
Publisher:
Publish Date: 2005-09-01
Features: How to Make Your Business Presentation More Attractive, Achieve Conventional Goals with Unconventional Strategies to Seek the Greatest Return on the Smallest Investment. A Marketing Classic. The core concept of "guerrilla" marketing lies in: In fierce marketing competition, break the mold, use new, unconventional, and unique ideas, not rely on massive promotion and spending, make full use of limited resources, to seek the greatest return on the smallest investment. Everyone is a born persuader and needs to persuade others. What does it take to be an outstanding persuader? Instinct is a rich asset. In addition, you need extraordinary talent, charisma, and experience. Whether you are preparing or making a formal presentation, speaking at a meeting, or engaging in one-on-one conversations with people in an office, on the street, or in a parking lot, accepting and applying the five basic principles in this book will help you think and talk creatively, and successfully tackle every new business challenge. To determine whether you have the potential to be an excellent persuader, you need to deeply understand the following five basic principles: Character: Understand your role and level as a persuader, highlighting determination, ability, empathy, and fairness; Power: Assess the temperament of your audience, and communicate with power brokers; Goals: Clarify and define measurable goals that align with your character and audience; Argumentation: Engage in detailed contact with your audience privately using case studies, authority, or visual imagery; Refutation: Learn to refute others' arguments and overcome opposing views. In this book, the author provides a meticulous and detailed analysis of the art of persuasion from five aspects: character, power, goals, argumentation, and refutation, allowing you to understand every detail of persuasion and helping you bravely overcome the various obstacles and fears associated with persuasion. Persuasion, like marketing, is a process, not an event; like marketing, it requires patience and insight. Beyond logic and reasoning, the core of persuasion is to be emotionally rich and passionate. By learning from this book, once you master persuasion, you also gain acceptance, recognition, and success. The more you understand the intricate details of persuasion, the better you can persuade. This is not only true in marketing but also in all aspects of life.