Persuade by Nick Baldock & Bob Hayward

Author:Nick Baldock & Bob Hayward
Language: eng
Format: epub
Publisher: Panoma Press Ltd

Here is a potent tool of influence, one that can transform your ability to create conviction and belief in others. Used correctly, you will have the opportunity to turn a mere presentation into a dynamic opportunity to secure committed action. This tool will make you a robust, efficient and more prosperous influencer. The opportunities this will present to you are truly immense.

This tool, known as ‘chunks of belief ’ (or embedded commands), is based on an understanding of human psychology and motivation. It addresses people’s needs to be moved emotionally and convinced intellectually. It is used in different forms by hypnotists, advertisers and even novelists such as Tom Clancy! It produces belief and conviction instead of merely interest.

When I first learned this tool, I was amazed how well it worked with everyone I encountered. I even used it to convince my then 11-year-old daughter (she’s a little older now) to enjoy her drama lessons. It also works in writing and mail-shots.

Isn’t that something worth taking some time to understand?

If you thought ‘Yes’ to the last question, then you have experienced a chunk of belief in action as an embedded command.

A piece of belief as an embedded command is delivered in a sequence of steps:

1. State a big claim (first sentence)

2. Tell people what it will mean to them in general terms (second sentence)

3. Make a more personal benefits statement (third and fourth sentences)

4. Give logical evidence (like the second paragraph)

5. Give emotional or story-based proof (like the third paragraph)

6. Ask for action, or try a test close

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