Why you need inception -- The dominance hierarchy -- Creating certainty -- Using pre-wired ideas -- The power of plain vanilla -- Leveraging pessimism -- How to be compelling -- Putting the scripts to work.
Summary:
"No one likes being pressured into making a purchase. Over decades of being marketed, pitched, sold (and lied) to, we've all grown resistant to sales persuasion. The moment we feel pressured to buy, we pull away. And if we're told what to think, our defenses go up. These days, it's just not enough to make a great pitch. That's why Oren Klaff says it's time to throw out the old playbook on persuasion"-- Provided by publisher.
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