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Publisher's Summary

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 20 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.

Includes a PDF of the Persuasion Plan Workbook

PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.

©2019 Lee Hartley Carter (P)2019 Penguin Audio

Critic Reviews

“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)

“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)

What listeners say about Persuasion

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To Carter, Facts Don’t Matter

I purchased this audiobook thinking that the form of persuasion Lee Hartley Carter is teaching you to implement would have a basis in factual argumentation.

However, the book’s subtitle is misleading. To Carter, it’s not just that the facts don’t SEEM to matter, it’s that they don’t matter at all. Full stop. What matters instead is your customers’ perceptions. Ah, there’s the key word. Customers. So it’s a book about public relations, an entire industry built on the practice of peddling pseudoethical bullshit to make customers ‘feel good’ about your product, regardless of the Capital-T Truth about a company and its products.

The most appropriate metaphor that comes to mind is Don Draper, the leading character in the AMC TV series Mad Men.

Don Draper’s entire job - also, coincidentally, in the PR and Advertising industry - is to make people feel good about the products they buy, even if that product is literally destroying you from the inside out. The show is rife with this imagery. Take the first episode, for example, where Don’s ad firm helps the Lucky Strike cigarette company combat the negative press (re cigarettes’ myriad negative health effects) around cigarettes by elevating a standard tobacco industry practice that no one knew about, namely the fact that Lucky Strike’s tobacco was ‘toasted.’ Ironically, this exact strategy is highlighted in Carter’s book as a way to get consumers to refocus their attention after you company receives negative press. In other words, give the consumer a story that sedates them and makes them feel good so they don’t have to care about facts. Facts require effort. No one cares about facts. Carter insists this repeatedly throughout the book.

Or take Don Draper, for example. By all outward accounts, he’s the man who has everything. A fantastic, lucrative career, a brilliant mind, a lovely wife and children, and a home in the New York suburbs.

The problem is, everything under that fine, polished veneer is as rotten as the cigarettes Don sells. He’s a philanderer, a drunk, a heavy smoker, a chauvenist, and a fraud. Everything about him, including his name, is fraudulent, since he stole the identity of a man who died in a neighboring foxhole during WWII and deserted his post.

This book is just like Don Draper, or Lucky Strike cigarettes. Beautiful on the outside and compelling on the surface, but rotten to the core. Don’t waste your time unless you intend to approach this book critically and skeptically.

6 people found this helpful

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Great perspective

Loved it! Read through entire book, then go back and do the work. This is not just informative, but gives you a plan to follow!

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Most useful book

It was a very informative book on how to get your point across to somebody by speaking their language, even if it means changing your point from exactly what you want to say to what will be best heard by your target audience. This book focused a lot in examples in the corporate world, but the points can be reformatted for yourself and personal relationships if that is your goal. I would highly recommend this book to business professionals, as well as doctors, therapists or other professionals that need to convey information to patients, or to anybody who is having disagreements with friends/family over politics or other “hot button” issues. It was an easy listen (it easily kept my attention), and not too long in length. I will be listening to this book again.

1 person found this helpful

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Excellent book!

Someone else should narrate. Lee knows the means and methods of persuasion. Absolutely insightful. My criticism is in the delivery. She does not use the powers of silence, tone and cadence in the delivery.

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I dare you . . .

Start this riveting book and then just try to put it down . . . I dare you!

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Enjoyable and actionable approach to getting your point across.

Lee Hartley Carter has made complex marketing strategy and behavioral science approachable, interesting and actionable. I highly recommend this book to those looking to get their point across, sell products/services and sway opinions in personal and professional situations.

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Self-promotion

Here is why I think so in the form of a summary of the book.

What do you need to persuade customers according to the author:
1. Motivation (believe it or not, whole chapter dedicated to importance of having desire to persuade)
2. Empathy. Which is, according to the sources author mentions, is the ability to somehow see behind what people are saying.

Then there are about two short examples of how her company was able to magically read the people's mind.

People were saying one thing, but they concluded something completely unrelated, rather random, which leaded to a huge success for her company.

There is absolutely no information on how they did it.

I mean, it all sounds good, but it's about all information the book has.

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step by step to a clear message!

Lee Carter's origin story reads like a marketing superhero. And, while we can't walk in her path to this point from her proverbial Krypton, she gives concise examples of the important moments along the way so that we can also be champions for our own cause. Well done Lee!

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Little persuasion

The book starts out with some fundamentals but gets into a lot of political topic. Why 2016 went the way it did and how the messaging for the Hilary lost her the election.
It is a book about progressive ideas and how to get the other side to agree with you. There are techniques of marketing and persuasion mixed in but I think you can do that with telling why climate change is important or gun rights.
This was not what I thought it would be and I tried to give the book a chance. I should buy a book on persuasion and get only information on that subject, techniques not spin.

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Persuasion

This book should be mandatory reading for all business owners,CEO’s,salespeople and anyone engaged in marketing. Excellent.