The secrets to persuading anyone, at work and in life, from a top communication strategist.
The secrets to persuading anyone, at work and in life, from a top communication strategist.
In the post-fact, deeply divided world we live in, true persuasion is rare. Engaging with people holding differing opinions is rarer still. But for progress to take place, persuasion must happen. Whether it's convincing an employer you are right for the job, a customer that your product is the best, or your closed-minded uncle that good people can disagree, it takes the art--and science--of persuasion to move forward.
So, how do you change someone's mind--or at least advance the conversation--when everyone is entrenched in their own points of view? Communication expert Lee Hartley Carter has spent nearly twenty years advising and helping the world's most well-known companies do just that.
Among the counterintuitive secrets you'll learn-
*It's not enough to understand the person you're talking to--you must truly empathize with them (yes, even them).
*Logic alone doesn't work. Stories and emotions are what move us most.
*When communicating in a crisis, our first instinct is almost always wrong.
Filled with deeply researched insights into how we make up--and change--our minds, as well as colorful real-world examples and actionable recommendations, Persuasion will help you hone your message and craft your narrative in order to get heard and get results.
The secrets to persuading anyone, at work and in life, from a top communication strategist.
The secrets to persuading anyone, at work and in life, from a top communication strategist.
In the post-fact, deeply divided world we live in, true persuasion is rare. Engaging with people holding differing opinions is rarer still. But for progress to take place, persuasion must happen. Whether it's convincing an employer you are right for the job, a customer that your product is the best, or your closed-minded uncle that good people can disagree, it takes the art--and science--of persuasion to move forward.
So, how do you change someone's mind--or at least advance the conversation--when everyone is entrenched in their own points of view? Communication expert Lee Hartley Carter has spent nearly twenty years advising and helping the world's most well-known companies do just that.
Among the counterintuitive secrets you'll learn-
*It's not enough to understand the person you're talking to--you must truly empathize with them (yes, even them).
*Logic alone doesn't work. Stories and emotions are what move us most.
*When communicating in a crisis, our first instinct is almost always wrong.
Filled with deeply researched insights into how we make up--and change--our minds, as well as colorful real-world examples and actionable recommendations, Persuasion will help you hone your message and craft your narrative in order to get heard and get results.
The secrets to persuading anyone, at work and in life, from a top communication strategist.
Lee Hartley Carter is president of maslansky + partners, a language strategy firm based on the single idea that "it's not what you say, it's what they hear." Carter oversees a diverse range of communication and language strategy work for Fortune 100 and 500 companies, trade associations, and nonprofits in the United States and globally. As a television news personality and researcher, she doesn't rely on traditional polling for her unique insights into U.S. politics; rather, she analyzes voters' emotional responses to help understand and empathize with them on a more visceral level. The reaction matters, but the "why" behind it matters more. It was this approach that allowed her to accurately predict the results of the 2016 presidential election and primaries.
“If you're searching for the right words, Lee Carter ought to be
your first stop. There's no one who better understands messaging
persuasion or what people really want."
—Tucker Carlson
“Everyday life is filled with situations that require the art of
persuasion. From negotiating a raise to selling a product.
From winning a political debate to getting your kids to do
their homework. In every situation, you can choose how to
approach the other person and what language to use. Lee Carter
gives you a road map to making choices that will help you get what
you want. Through real-world examples and extensive research, she
has created simple tools that you can put to use to win hearts and
minds.
Effective communication starts with the ability to empathize deeply
with your audience. In Persuasion, Lee explains what empathy is,
why it matters, and how to use it to craft persuasive messages.
Filled with examples and case studies, this book takes complex
concepts and makes them easy to understand, and and readily
applicable to everyday life.”
—Michael Maslansky, CEO maslansky + partners, author of Language of
Trust
I can’t think of a time when understanding the art and science of
persuasion was more important than right now. This book is academic
in its comprehensive approach. It’s practical in how the reader can
and should benefit from every lesson. It’s so loaded with
essential insight that I put my highlighter down after the first
chapter – there was yellow on every page. As an occasional
competitor, I shouldn’t admit this but the “Persuasion Plan
Workbook” is so essential to effective communication that I plan to
steal it and use it for my clients immediately.
—Dr. Frank I. Luntz, author of Words That Work
“As this engaging book makes clear, what we have in common is often
much more powerful than the differences that divide us. Building
empathy and trust, rather than trying to be ‘right,’ offers a path
toward positive change—on an individual level and for our culture
at large.”
—Scott Barry Kaufman, PhD
Host of The Psychology Podcast and author of Transcend
"Don’t let the title fool you - this book is as much about
listening as it is talking. Lee Carter explains how if you want
someone to listen to you, you have to start by listening to them.
If you are want to know how to shift someone’s mindset, this
practical book will help you see that the key ingredient is
actually empathy."
—J. Stuart Ablon, Ph.D.
Associate Professor at Harvard Medical School and author of
Changeable
“As Lee Carter rightly points out, nobody today can afford to be a
persuasion amateur. The very connections that sustain us and the
aspirations that elevate us are at stake. Fortunately, she has
created this smart playbook for a more effective, and far more
human, approach to communication.”
—Matthew DiGirolamo, Chief Communications Officer, L’Oréal
USA
“In the world of politics, Lee sees the entire playing field. This
book will teach you to tell your story for maximum
impact.”
—Mitchell M. Roschelle, Partner at PricewaterhouseCoopers
“In this compelling book, Lee gives us a roadmap for how to climb
out of the empathy chasm. For people who long to find the place of
commonality where meaningful change can happen, this is the
book.”
—Sharon Callahan, CEO TBWA Worldhealth
“In Persuasion, Lee Carter puts a science behind the art of
persuasion. She gives clear instruction on how to affect change
through communication. Everyone from CEO’s to school teachers,
parents to pastors, will find this book deeply helpful. Many of the
largest corporations in the world hire Lee Carter to help them
communicate effectively. In Persuasion, she shares her best advice
with us. If you want to communicate in a way that leads to change,
read this book and apply it.”
—J. Josh Smith
Pastor of Prince Avenue Baptist Church and author of Preaching for
a Verdict
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