Persuasion IQ | Kurt W. Mortensen

Summary of: Persuasion IQ: The 10 Skills You Need to Get Exactly What You Want
By: Kurt W. Mortensen


In the book ‘Persuasion IQ: The 10 Skills You Need to Get Exactly What You Want,’ author Kurt W. Mortensen delves into the art of persuasion, explaining its importance and how it differs from manipulation. He emphasizes the need for understanding the needs and desires of the person being persuaded and highlights the significance of appearance, demeanor, and voice in persuasive communication. Mortensen provides helpful tactics to become more persuasive, such as cultivating a network of friends, using engaging stories, and establishing oneself as an expert or authority in a particular field. He also offers techniques for achieving agreements and supporting decision-making.

The Power of Persuasion

Persuasion is a survival tool used to develop agreements and consensus through discussion. Unlike manipulation, it does not involve deception and seeks to foster long-term, mutually beneficial relationships. Skilled persuaders’ personal attributes, such as appearance and demeanor, can support their advocacy efforts. Effective persuaders must cultivate good personalities, dress well, and pay attention to details such as table manners. Persuasion is not just about selling, but also about gaining agreement and support. Good persuasion involves understanding the true needs and desires of the person being persuaded and presenting information congruent with their indicated desires.

The Art of Persuasion

A good speaker should learn to project their voice, modulate tone, eliminate filler words, and use body language to establish authority. Eye contact and audience participation are also critical aspects of a persuasive speech.

The Power of Social Connections

In his book, the author emphasizes the significance of having a robust network of friends in establishing credibility and enhancing integrity. The endorsement of other people’s friendship adds to one’s power and in turn, improves the weight of the message. The author suggests asking for introductions to well-connected friends of friends and joining fraternal or social groups like the Masons, Lion’s Club, Rotary Club, or Red Cross. Further, support from an authority figure or a community leader can improve the credibility of an individual.

The Power of Storytelling in Persuasion

Engaging stories lead people to conclusions, making them an effective tool in persuasion. To tell a convincing story, include all elements necessary for finding solutions to related problems, creating an emotional connection, and driving people to decisions. Persuasion involves making others feel great about choosing your way. Salespeople need three stories ready: a biography, a company story, and one about their product. To perfect their storytelling, salespeople must practice and listen to themselves deliver the story. Breaking a story into sections and telling them at different times during a presentation can enhance delivery and emotional engagement.

Building Credibility and Influence

In order to become a recognized expert in your field and gain credibility and influence, you need to establish a specific area of expertise, invest 1,000 hours into studying it, develop a unique perspective, express your beliefs through various outlets, and promote your ideas through media. This process is known as “gurudom,” or the community of influence that well-known experts like Peter Drucker have developed. By following these steps, you can elevate your status as an expert and become a leading authority in your field.

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