Kurt W. Mortensen's Maximum Influence

Another book review I read today, was of Kurt W. Mortensen's Maximum Influence: The 12 Universal Laws of Power Persuasion. I highly recommend this book for my staff and peers at work -- think of the wonderful head games you can play as you manipulate me!

Persuasion -- the review introduces it as "one of the most important skills to develop if you want to be in control and achieve all you can in life." Yes, this does actually mean that you can get away with doing no work, have control over people and probably take over the world. (Don't knock it, it's working for Bush!) It also has practical everyday uses, one of which is on the job, where it is generally accepted that your ability to persuade people positively impacts your income and career mobility. So what do you need to know to persuade? The twelve laws:

1. The Law of Dissonance -- people generally behave in a manner that is consistent with their beliefs, attitudes and values. Behaving differently causes discomfort.
2. The Law of Obligation -- people generally feel a strong urge to return favours -- they feel obligated, as if something is hanging over their head.
3. The Law of Connectivity -- people are generally more easily influenced by those that feel connected to. Connection comes from the presence of an attraction, a similarity, your people skills that allows you to make a good first impression, and the existence of a rapport.
4. The Law of Scarcity -- people generally want something more, when it's scarce -- the perceived value increases.
5. The Law of Verbal Packaging -- language is the tool used for persuasion, therefore the more skilled you are with the use of language, the more persuasive you will be.
6. The Law of Contrast -- when two vastly different alternatives are introduced in succession to people, it is generally easier for them to make judgment comparisons.
7. The Law of Expectations -- people generally behave and perform the way it is expected of them to.
8. The Law of Involvement -- you will be more effective in persuading people if you engage all of their senses actively.
9. The Law of Esteem -- people generally respond to compliments.
10. The Law of Association -- when there isn't enough time to make logical decisions, the association of what is being presented with people's life experiences allows them to make judgment calls.
11. The Law of Balance -- in persuading people, you have to balance the appeal to their emotions and their logic.