The art of persuasion as taught by one of the world’s most
sought-after speakers and pitchmen
In this daring book, Joel Bauer teaches you how to persuade by
making your messages entertaining. Learn the secrets behind 'The
Fright Challenge, ’ 'The Transformation Mechanism, ’ and other
persuasion tactics used by pitchmen, carneys, and conjurors to
convince people to their way of thinking. Along with coauthor Mark
Levy, Bauer has taken these ethical, entertainment-based
techniques, and has made them practical for everyday use-capable of
influencing one person or a thousand, in business and in
life.
Joel Bauer (Los Angeles, CA) is an expert in performance-based live
marketing who The Wall Street Journal online referred to as
'undoubtedly the chairman of the board’ of corporate tradeshow
rain-making. Mark Levy (Chester, NJ) has written for the New York
Times, has authored or coauthored three books, and is the founder
of Levy Innovation, a consulting firm that makes individuals and
companies memorable.
Spis treści
Acknowledgments xi
1 Draw in the Listener 1
2 Change the Moment 13
3 The Transformation Mechanism 22
4 The Body Metaphor 40
5 The Paper Metaphor 53
6 The Quick Pitch Opening 66
7 The Quick Pitch Body 78
8 The Slogan Pitch 90
9 Convince with Samples 101
10 The Power of Free 112
11 The Power of Gifts 125
12 Solid Proof 133
13 Dynamic Clarity 150
14 Be Distinct 159
15 Overcome Resistance 176
16 The Look 186
17 The Platform Pitch 197
18 The Mechanism Emergency Kit 213
Index 233
About the Authors 241
O autorze
JOEL BAUER is one of the most sought-after public speakers in America, addressing some 200 audiences each year. His clients include such organizations as 3M, Canon, General Motors, IBM, Intel, Mitsubishi, Motorola, Panasonic, and Philips. The Wall Street Journal Online has referred to him as 'undoubtedly the chairman of the board’ of corporate tradeshow rainmaking.
MARK LEVY is the founder of Levy Innovation, a marketing strategy firm that makes people and companies compelling. He has also written or co-created four books, including Accidental Genius: Revolutionize Your Thinking Through Private Writing, which has been translated into five languages.
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