Eleven Steps to Getting What You Want

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

Chapter 1
Establishing One's Persuasive Objectives and Tactics
Chapter 2
Making a Lasting, Credible, Persuasive, and Ethical First Impression
Chapter 3
Research Your Prospect’s Wants, Needs,   Job(s), Organizations, & Lifestyle(s)
Chapter 4
Create a Reciprocal Relationship Between You and Your Prospect(s)
Chapter 5
Persuade Others and Make Your Prospects Want to Believe in Your Proposal
Chapter 6
Use “Social Proof” to Persuade the Prospect(s)
Chapter 7
Keeping Group and Interpersonal Discussions Relevant and “On Track”
Chapter 8
Build Your Own Credibility
Chapter 9
Move to a Decision
Chapter 10
The Motivations for Taking Action
Chapter 11
Present Your Message in a Campaign
Chapter 12
Calls to Action, the Ethics of Persuading and Influencing Others, and Promoting One’s Skills