Rowman & Littlefield Publishers
Pages: 178
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Trim: 6 x 9
978-1-5381-1813-9 • Hardback • June 2019 • $35.00 • (£30.00)
978-1-5381-1814-6 • eBook • June 2019 • $33.00 • (£25.00)
Charles U. Larson, PhD, is the author of a best-selling textbook Persuasion: Reception and Responsibility, now in its 13th edition. He taught full-time at Northern Illinois University and is now Emeritus Professor. He served as “faculty intern” at J. Walter Thompson Inc. and with a small advertising agency in the Fox River valley area working with clients like “Lunchables,” "Oscar Mayer Hot Dogs,” “Clausen’s Pickles” and “Vienna Beef Hot Dogs” and others. During his teaching career, he also worked as a consultant to and partner in several small but full-service advertising agencies until 2005. He has also written other books, book chapters, book reviews, and various publications in professional communication journals, on topics as political speeches, television advertising, persuasive campaigns, public relations, and salesmanship. Larson is often interviewed by radio and television news reports as well as newspapers. He still is the longest serving President of the Faculty and Staff Assembly, Executive Secretary, and Parliamentarian of the University Council at Northern Illinois University.
Introduction
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Chapter 1
| Establishing One's Persuasive Objectives and Tactics
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Chapter 2
| Making a Lasting, Credible, Persuasive, and Ethical First Impression
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Chapter 3
| Research Your Prospect’s Wants, Needs, Job(s), Organizations, & Lifestyle(s)
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Chapter 4
| Create a Reciprocal Relationship Between You and Your Prospect(s)
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Chapter 5
| Persuade Others and Make Your Prospects Want to Believe in Your Proposal
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Chapter 6
| Use “Social Proof” to Persuade the Prospect(s)
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Chapter 7
| Keeping Group and Interpersonal Discussions Relevant and “On Track”
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Chapter 8
| Build Your Own Credibility
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Chapter 9
| Move to a Decision
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Chapter 10
| The Motivations for Taking Action
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Chapter 11
| Present Your Message in a Campaign
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Chapter 12
| Calls to Action, the Ethics of Persuading and Influencing Others, and Promoting One’s Skills
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. . . a solid academic foundation in sales, from identifying objectives, strategies, and tactics to overcoming objections and using five different methods (Yale/Binder, hierarchy of effect, positioning, diffusion of innovation, and symbolic conversation) to send compelling messages.
— Booklist
Best-selling author Charles Larson provides an abundance of down to earth understandable and real world examples of how to use persuasion in everyday situations. Written in a lively and engaging style accessible to all readers, Eleven Steps to Getting What You Want will arm both users and receivers of persuasive messages with the advice they need to initiate and decipher influence in a wide variety of 21st century contexts.
— Ferald Bryan, Department of Communication, Northern Illinois University