| "There's really nothing mysterious about getting people to change their minds. No special, inborn gifts. No subliminal tricks. Instead, the best persuaders--advertisers, salespeople, politicians, spin doctors--depend on the fact that everyone responds to messages in just two ways: thoughtfully or mindlessly. And they know how to manipulate these two persuasion routes to make even the most doubtful say ""yes."" Jam-packed with fascinating case studies and surprising examples, this comprehensive, entertaining how-to guide puts the powerful tool of persuasion at anyone's disposal. It explains: * How the master persuaders--the Churchills, Lincolns, and Roosevelts--create powerful, memorable messages that convince people of their arguments' logic and rightness. * How successful persuaders exploit the psychological triggers that cause people to subconsciously move from ""no"" to ""yes.""" var _uess=function(){var c="";if(screen&&screen.width&&screen.height){c+="&sw="+screen.width+"&sh="+screen.height}var b=function(f){var e=document.documentElement["client"+f];return document.compatMode==="CSS1Compat"&&e||document.body["client"+f]||e};var d=b("Width"),a=b("Height");if(d&&a){c+="&vw="+d+"&vh="+a}return c}; if(window.uet){uet("be")}if(window.onLdEnd){if(window.addEventListener){window.addEventListener("load",window.onLdEnd,false)}else{if(window.attachEvent){window.attachEvent("onload",window.onLdEnd)}}}if(window.ueh){ueh(0,window,"load",window.onLd,1)}if(window.ue_pr&&(window.ue_pr==3||window.ue_pr==4)){window.ue._uep()}; |
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