The Art of Woo: Using Strategic Persuasion
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The Art of Woo” hits on all cylinders, except perhaps its title. This book offers practical advice and a clear roadmap on how to persuade others, that is the selling of ideas. The book is entertaining, well written, and full of good stories, quotes, and historical personalities and business greats. I highly recommend this book for everyone because all of us has to sell our ideas: to our families, co-workers and clients. As Lee Iacocca said “you can have brilliant ideas, but if you can’t get them across, your ideas won’t get you anywhere.”
What makes “The Art of Woo” so good is its emphasis on relationships and people skills. Woo is about “relationship-based persuasion, a strategic process for getting people’s attention, pitching your ideas, and obtaining approval for your plans and projects.” In our manically fast email impersonal technology driven world “woo is about people, not saving time.”
The book includes self-tests, practical tips, and a clear strategy: 1) survey your situation 2) confront the five barriers 3) make your pitch, and 4) secure your commitments. The barriers include relationships, credibility, communication mismatches, belief systems, and interests and needs. The authors recommend other books and have documented their research.
Lastly, this book pulls together much of the famous material of other persuasion books, such as Robert Cialdini’s “Influence: the Psychology of Persuasion,” “Soft Selling,” and “Blink”. The book quotes Steven Covey, Marcus Buckingham, and dozens of business and historic leaders (Churchill, Franklin, Andy Grove, Sam Walton, etc.) If you only have time to read one book on persuasion this is an excellent choice.
The Art of Woo: Using Strategic Persuasion to Sell Your Ideas
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