persuasion Now, one bookstore owner has to compete with hundreds of bookstores around the globe and with Amazon for the same business. Persuasion, Communication, and Knowledge Breed Confidence The greatest common denominator of the ultraprosperous is that wealthy people are master communicators. There is a direct correlation between your ability to persuade others and the level of your income. Impeccable and masterful communication unarguably leads to wealth. The highest paid and most powerful people on the planet are all master communicators. These individuals put themselves at stake in front of large groups, communing and persuading in such a way that people are inspired to support them. Your financial success in life will be largely determined by your ability to communicate with other people. Everything you want, but don't currently have, you will have to get from others. Your ability to effectively communicate and persuade will be your key to riches. Persuasion is also your golden ticket to promotion. Communication skills rank number one of all the personal qualities employers seek in college graduates While most people shy away from overtly persuasive situation master communicators welcome such opportunities. Master communicators feel in control of challenging situations because they understand the art of persuasion and they know how to recognize and use persuasive strategies. The Foundational Principles of Persuasion The Laws of Persuasion Are Neutral Central to understanding persuasion is the concept of neutrality. The laws of persuasion are neither good nor evil. They simply exist. Just as nuclear energy can be used to create electricity or an atomic bomb, persuasion can be used to create unity or to force compliance. Whether the outcome is good or bad depends on the person using the laws and how that person applies the techniques of persuasion. Some people desire to win at any cost, using any available tactics including misusing the laws of persuasion. These individuals are willing to use guilt, violence, intimidation, temptation, bribery, and blackmail to get the desired result. However, when used properly, persuasion is our best friend. Through persuasion we create peace agreements, promote fundraising efforts, and convince motorists to buckle up. Persuasion is the means by which the coach of an underdog team inspires players to win. It is also the method employed by the Surgeon General to convince people to have regular mammograms and prostate examinations, by managers to increase employee performance and morale, and by hostage negotiators to convince criminals to free their captives. This book focuses on using Maximum Influence in positive ways. Misuse of the laws will only come back to haunt you in the long run. You might get shortterm instant results, but your longterm future will be bleak. The tools outlined in this book are powerful and are not to be used selfishly. They should not be considered a means of gaining a desired result at any cost. persuasion