Maximum influence : the 12 universal laws of power persuasion

284 Pages·2013·1.74 MB·English

by  Kurt W. Mortensen

Maximum Influence
The 12 Universal Laws of Power Persuasion
Second Edition
Kurt W. Mortensen
American Management Association
New York • Atlanta • Brussels • Chicago • Mexico City • San Francisco Shanghai • Tokyo • Toronto •
Washington, D. C.
Bulk discounts available. For details visit:
www.amacombooks.org/go/specialsales
Or contact special sales:
Phone: [phone]
E-mail: [email protected]
View all the AMACOM titles at: www.amacombooks.org
American Management Association: www.amanet.org
This publication is designed to provide accurate and authoritative information in regard to the subject matter
covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or
other professional service. If legal advice or other expert assistance is required, the services of a competent
professional person should be sought.
Library of Congress Cataloging-in-Publication Data Mortensen, Kurt W.
Maximum influence : the 12 universal laws of power persuasion / Kurt W. Mortensen. — Second
edition.
pages cm
Includes bibliographical references and index.
ISBN-13: 978-0-8144-3209-9
ISBN-10: 0-8144-3209-3
1. Persuasion (Psychology) 2. Influence (Psychology) 3. Success—Psychological aspects. I. Title.
BF637.P4M67 2013
153.8’52—dc23
2012047022
© 2013 Kurt W. Mortensen.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in
any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior
written permission of AMACOM, a division of American Management Association, 1601 Broadway, New
York, NY 10019.
The scanning, uploading, or distribution of this book via the Internet or any other means without theexpress
permission of the publisher is illegal and punishable by law. Please purchase only authorized electronic
editions of this work and do not participate in or encourage piracy of copyrighted materials, electronically
or otherwise. Your support of the author’s rights is appreciated.
About AMA
American Management Association (www.amanet.org) is a world leader in talent development, advancing
the skills of individuals to drive business success. Our mission is to support the goals of individuals and
organizations through a complete range of products and services, including classroom and virtual seminars,
webcasts, webinars, podcasts, conferences, corporate and government solutions, business books and
research. AMA’s approach to improving performance combines experiential learning—learning through
doing—with opportunities for ongoing professional growth at every step of one’s career journey.
Printing number
10 9 8 7 6 5 4 3 2 1
Contents
Foreword
Acknowledgments
Introduction
1. The Power of Persuasion
Key to Success
2. Subconscious Triggers
The Automatic Yes
3. The Law of Connectivity
Contagious Cooperation
4. The Law of Involvement
Create and Maintain Interest
5. The Law of Esteem
How Praise Releases Energy
6. The Law of Obligation
How to Get Anyone to Do a Favor for You
7. The Law of Dissonance
Internal Pressure Is the Secret
8. The Law of Verbal Packaging
The Leverage of Language
9. The Law of Association
Create the Environment of Influence
10. The Law of Balance
Logical Mind Versus Emotional Heart
11. The Law of Expectations
The Impact of Suggestion
12. The Law of Contrast
How to Make Price (or Time) a Nonissue
13. The Law of Social Validation
The Art of Social Pressure
14. The Law of Scarcity
Get Anyone to Take Immediate Action
15. The Inside Secrets of Maximum Influence
Your Prepersuasion Checklist
Epilogue
Notes
Index
About the Author
Foreword
N
apoleon Hill said, “Persuasion is the magic ingredient that will help you to
forge ahead in your profession or business—and to achieve happy and lasting
personal relationships.” As we all know, persuasion is the skill of the
ultraprosperous. It is how people gain power and influence. It is how people
create staggering wealth—how businesses thrive, how books are published, how
properties are purchased, and how websites sell millions of dollars worth of
product. Persuasion is the lifeblood of powerful and effective day-to-day living.
The art of persuasion is what makes the world turn.
I have known Kurt Mortensen for years. A master of persuasion himself, he
exudes every quality and possesses every skill set forth in this book. Through
this book, Kurt has provided the most complete, comprehensive work on
persuasion and influence I have ever read. Nowhere in persuasion literature have
I ever seen the art broken down into such thorough and easy-to-understand
concepts, covering every aspect of persuasion imaginable. Never before has it
been so easy to understand human behavior and how to use it to your advantage.
Based on true-life examples and exhaustive psychological and sociological
research, Kurt imparts of his wisdom, knowledge, and experience with insight,
wit, and enthusiasm.
The powerful, time-tested, and proven techniques in the following pages will
equip the reader with the tools necessary to make profound life changes. These
very laws of persuasion have made me millions of dollars and have helped
thousands of others apply them in both their business and personal lives to
strengthen relationships, to create wealth, to transform careers, to influence lives
for the better. Each one of the laws discussed will improve your success
dramatically, even doubling and tripling your income. I only wish I had had this
kind of information earlier in my career! It would have limited the number of
lessons I had to learn at the school of hard knocks.
One of the number one skills you must learn in building your financial
empires is persuasion. Reading this book will be a truly life-changing influence
for anyone who applies the principles so thoroughly and carefully outlined.
Maximum Influence is a must for the library of anyone who wants to be in
control of all aspects of his or her life. Reading this book will not only make you
a student of persuasion, but also a learned scholar.
Robert G. Allen
Author of Nothing Down, Creating Wealth,
Multiple Streams of Income, and
Coauthor of The One-Minute Millionaire
Acknowledgments
A
big thanks to all the customers, clients, partners, and employees who helped
make Maximum Influence and Advanced Influence a reality. I want to express
my love and appreciation to my loving wife Denita. She is my light and the main
reason for my success. I also want to thank my children, Brooke, Mitchell,
Bailey, and Madison, for their love, laughter, and support throughout this project
and throughout my life. Family is what makes life a joy and our dreams worth
pursuing. I also want to express special thanks to my colleagues and students,
who made this research possible.