Artful Persuasion: How to Command Attention, Change Minds, and Influence People

"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; and how successful persuaders exploit the psychological triggers that cause people to subconsciously move from "no" to "yes".