Inner Wealth Perspective

Persuasion: Key to Success, Happiness and Wealth, Segment 4
By Kurt Mortensen

The Foundational Principles of Persuasion

2. Persusasion Must Have an Audience
The art of persuading and influencing others always requires an audience. This component is constant, so it is critical to know how to adapt quickly to your audience’s needs, wants, fears, and desires. Knowing how to research and read your audience will help you determine which tools or techniques of Magnetic Persuasion will be the most effective in any given situation. Using the wrong techniques and tools, on the other hand, will automatically create barriers between you and your audience, which in turn will diminish your potential to persuade them. When you effectively integrate the principles and laws of Magnetic Persuasion with the characteristics of influence, power, and motivation, your audience will always be friendly and desirable results will be the outcome. In the Pre-Persuasion chapter, I will spend more time on analyzing, adapting, and reading your audience.

3. Effective Persuasion Requires the Adaptation of Skills and Techniques.
Have you ever tried the same approach with a customer that your boss uses on you and have it bomb miserably? Becoming a Master Persuader requires more than mimicking other persuaders. You must not only fully understand the wide variety of persuasive techniques available, but you must also be ready to use the techniques best suited for any given situation. Acquiring this level of skill demands a commitment to watch, analyze, study, and apply the concepts of Magnetic Persuasion.

As mentioned earlier, “everyone is not a nail.” Human nature is as varied as the colors of the rainbow. Human actions and thoughts are never perfectly predictable because each of us has different emotions, attitudes, beliefs, personalities, and traits. A beginner’s tendency is to find one persuasive technique that works and stick with that. Unfortunately, you cannot use the same persuasion tool on everyone. Depending on the situation and the techniques you use, people will agree, refuse, or be indifferent to your efforts. The Master Persuader has many tools and can therefore adapt and customize them to suit any situation or personality.

4. Effective Persuasion has Lasting Impact.
Do you want short-term temporary results or long-term permanent results? Effective Magnetic Persuasion has lasting impact, but it requires dedicated study and long-term commitment on the part of the persuader. The Hierarchy of Persuasion sheds light on how the world uses different levels of persuasion, ranging from control at the most short-term level to genuine commitment at the long-term level.

The qualities listed at the base of the pyramid are the most easily and commonly used, but they achieve only temporary results. Such results are temporary because they do not address a person’s genuine wants or desires. Persuasion based on the qualities listed at the top of the pyramid is effective whether pressure is perceived or not. Such a method creates lasting results because it taps into and involves a person’s true interests. Determining whether you want short or long-term results dictates what area on the pyramid you should focus your efforts.

Imagine the CEO of a large corporation calling his vice president to a meeting. At the meeting, the vice president is informed that he must raise $20,000 for a foundation the company is going to sponsor. The CEO is not concerned with the means the vice president uses as long as they result in a check for $20,000. It is determined that such a sum would be equivalent to getting $100 from each employee…a daunting endeavor!

The vice president considers the various ways he could accomplish this task. It would be both easy and quick to approach the employees using control. He could use physical force or threats on their life to obtain the money. This do-it-or-else mentality would get immediate results. The long-term impact, however, would likely involve rebellion, revenge, resentment, etc. What about coercion? Surely the employees would provide the requested donation if they were told doing otherwise would negatively affect their next job evaluation. Would this tactic get immediate results? Sure. Again, however, the long-term effects would be resentment and rebellion.

The vice president decides control and/or coercion do not provide the best outcomes. Next, he considers compliance. If he offered incentives, benefits, or rewards, it would be a win-win situation, right? Suppose each employee offering to donate $100 would get an extra two weeks of paid vacation. The problem is, once the incentive is gone, compliance will also disappear. He might get the $100 this time, but what about the next time he asks for a donation? This method is still only a temporary fix because the employees will be conditioned to always expect a reward for their compliance.

The vice president next considers cooperation. He could spend time with the employees, explaining why this charity is so important and how it would be a great honor for them to participate. He could convince, encourage, or “sell” with logic, emotion, and information to donate to this worthy cause. Now, armed with the tools of effective persuasion, he’s onto an approach that will have lasting, positive results. As long as the employees feel he is telling the truth and acting in their best interest, they will be open to his proposal.

Finally, the vice president considers the top form of persuasion: commitment. If he has a great reputation and relationship with his employees, there will be mutual respect, honor, and trust. These conditions will enable the employees to comfortably make out their $100 checks. They know the vice president is a man honor who would never ask them to do anything that would not be in their best interest. They can commit to him because they feel he is committed to them.

Commitment is the highest ideal of Magnetic Persuasion because its impact is the most permanent and far-reaching. Regardless of whether or not you are actually present, your reputation as one possessing integrity, honor, trust, and respect will continuously inspire commitment from everyone you have ever had contact with.

The Formula: Five Key Factors to Becoming a Master Persuader
Getting people to do what you want and, at the same time, to enjoy it is not an accident or coincidence. You must use proven laws and techniques to achieve such results. As you master these techniques, you’ll experience predictable control and influence over others. The five key factors to becoming a Master Persuader are as follows:

1. The 12 Laws of Persuasion
2. The 10 Characteristics of Influence
3. The 5 Structures of Power
4. The Motivation Equation
5. The Pre-Persuasion Checklist

Professional negotiators, sales professionals, and upper management professionals around the world use these laws and principles. They are the same principles that help thousands of people gain control of their lives and their financial futures. Mastery of all five areas is crucial for Magnetic Persuasion. I promise that if you read this book and act upon your newly acquired knowledge, it will not be long before you find yourself in a completely different position than you are today. You will act instead of being acted upon. You will speak and be heard. You will lead and be followed.

Go to to find out the 10 steps to perfect public speaking.

Excerpts taken from Magnetic Persuasion
by Kurt Mortensen

The One Minute Millionaire