When a book on persuasion leaves you uncomfortable over how easy it is to manipulate people, it has probably done a good job. Author Kurt W. Mortensen, who warns that persuasion, like other tools, can be used for good or evil, will probably raise your hackles as he takes you deeper into the world of manipulation. His advice on how to become a "Master Persuader" is convincing. Reading this volume may tell you how to win the persuasion game, but, by itself, it will not equip you to do so any more than a roadmap will transport drivers to their destinations. Luckily for buyers and voters everywhere, it takes years of experience to learn how and when to apply the lessons taught in this book. That said, within these pages the craft of craftiness is laid plain for all to read. Machiavelli move over – Mortensen wants to teach you some new persuasive techniques. getAbstract recommends this book to those whose livelihoods depend on altering hearts and minds.
In this summary, you will learn
- The 12 laws that tell you how to persuade others;
- The way marketers apply these laws to influence your behavior; and
- How to balance logic and emotion when making your argument.
About the Author
Kurt W. Mortensen is an authority on persuasion and motivation. He frequently speaks on these topics and operates worldwide training and consulting programs.