Summary of How to Persuade People Who Don't Want to be Persuaded

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How to Persuade People Who Don't Want to be Persuaded book summary


9 Overall

9 Applicability

9 Innovation

8 Style


Most books about developing effective persuasive techniques are based on traditional debate methods and on fine-tuning ethos, logos and pathos to convince people to do things your way. Authors Joel Bauer and Mark Levy acknowledge the benefits of earlier approaches, but entertainment and fun are their attention getters of choice. The authors advocate "infotainment," adapting pitching techniques used by flamboyant non-business people, such as gamblers, carnival barkers and magicians. They may have a point. Some of their techniques, including the use of tricks and props, might help you seize an audience. (Warning for the fumble-fingered, some of these magic tricks literally require sleight-of-hand practice.) Determining if these games would work in most traditional corporate settings, or on a repeated basis, is another question. getAbstract recommends this book to particularly adventurous marketing and sales presenters. Only certifiable extroverts need apply.

In this summary, you will learn

  • How to combine entertainment and showmanship for persuasive sales presentations; and
  • How to use showbiz techniques to win your audience.

About the Authors

Joel Bauer is a public speaker and "infotainer" who addresses about 200 corporate audiences annually, mostly at trade shows. Mark Levy is the founder of Levy Innovation, a marketing strategy firm. He has written or co-created four books, including Accidental Genius and Revolutionize Your Thinking Through Private Writing, which has been translated into five languages.



Make Them Look and Listen
Step right up! How long can I juggle? What’s under my hat? Don’t take your eyes off my hands! Intrigued already? That is an "infotainment" teaser, an evocation of one of the most effective persuasive tactics, the "Theatrical Persuasion Model."...

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