Tabla de Contenidos: “…Make It the Default -- Overcoming Effort -- Create a Roadmap -- Streamline the Behavior -- Chapter 7 Emotion: Why the Best Ideas Produce the Most Anxiety -- Emotional Friction -- Hiring Emotion -- Noah's Animal House -- The Emotional Life of Procurement -- Picking Second Best -- The Shift to Self-Service Fuel -- Chapter 8 OvercomingEmotion: How to Quiet the Fears That Impede Progress -- Activating Latent Demand -- Overcoming Our Blindness to Emotional Friction -- Focus on Why -- Become an Ethnographer -- Pay It, Plan It -- Bring the Outside In -- Hiring Your Customers -- Focus on Why -- Become an Ethnographer -- Bring the Outside In -- Chapter 9 Reactance: Why We Feel the Impulse to Resist Change -- Rats, Graffiti, and the Origins of Reactance -- Why Strong Evidence Is the Worst Evidence -- Rethinking the Hard Sell -- Chapter 10 Overcoming Reactance: How to Help Your Audience Persuade Themselves -- The Power of Self-Persuasion -- The Power of Notecards -- Deep Canvassing -- Ask Yes Questions -- How Brainwashing Works -- Total Participation -- Co-Design -- Three Rules for Self-Persuasion -- Rule 1: Self-Persuasion Isn't a Suggestion Box -- Rule 2: Make Commitments Public -- Rule 3: Make It Meaningful -- Overcoming Reactance -- Reactance-Busting Tactics -- Ask Yes Questions -- Co-Design -- Chapter 11 Three Case Studies: Putting Friction Theory into Practice -- Notes -- Chapter 1: The Law of Attraction -- Chapter 2: Thinking in Fuel -- Chapter 3: Inertia -- Chapter 4: Overcoming Inertia -- Chapter 5: Effort -- Chapter 6: Overcoming Effort -- Chapter 7: Emotion -- Chapter 8: Overcoming Emotion -- Chapter 9: Reactance -- Chapter 10: Overcoming Reactance -- Chapter 11: Three Case Studies -- Acknowledgments -- About the Authors -- Index -- EULA…”

Tabla de Contenidos: “…News Reports -- Note Making -- Persuade Me! -- Biography and Autobiography -- Picture It! …”

Tabla de Contenidos: “…Introduction -- Section a: build your core -- How to prepare communication that works -- Section b: get more done more quickly -- Ensure people do what you want immediately -- Find the time to communicate brilliantly -- Impress senior audiences, when you haven't much time -- Ensure people remember your key messages -- Quickly create presentations that work -- Have better, quicker meetings and conference calls -- Only attend the meetings you need to -- Prepare for meetings in the right way -- Ensure meetings generate actions, not just discussion topics -- Run punchy, interesting and effective update meetings (or not have them) -- Get a quick response to an fyi email -- Empty your inbox -- See how much extra time you?ve now got -- Persuade more people to say "yes" -- Understand what really motivates people -- Say things that excite people -- Align your agenda to everyone else's -- Get an enthusiastic "yes" very quickly -- Prove you're someone's best option -- Make a sale -- Write a winning proposal or sales presentation -- Stand out from the crowd -- Cause long-term change, not a short-term blip -- Use the best communication channel to get a quick "yes -- Create titles that instantly grab people -- Write eye-catching introductions -- Use analogies to make your point -- Structure your communications so they're more persuasive -- Pass an exam -- Get a job interview -- Enjoy your job more -- Ensure everyone : including you : thinks you're great -- Build powerful relationships quickly -- Get things right first time -- Deliver interesting presentations that impress everyone -- Use "word pictures" to help people remember things -- Use initials to help people remember things -- Use games and activities to make your point -- Enjoy using powerpoint -- Create great visuals to enhance your message -- Start a presentation brilliantly (when your audience is large and/or doesn't know you) -- Appear polished, even if you haven't practiced much -- Prepare for and deliver an excellent q&a session -- Ensure your important initiatives succeed -- Have good two-way conversations -- Enjoy attending networking events -- Help people read your documents quickly -- Improve people's performance through observation and coaching -- Improve people's performance after annual reviews -- Improve people's performance when you delegate to them -- Section E: Eliminate the negatives -- Stop saying "no" too quickly -- Say "no" in a way that doesn't cause you problems -- Come up with good ideas, but can't think of any -- R emove someone's concerns about what you're planning to do -- Remove someone's final reason for saying "no" -- Get good outcomes from challenging conversations -- Stop procrastinating about having challenging conversations -- Stop your messages becoming diluted -- Stop diluting other people's messages -- Stop hating presentations -- Avoid people instantly doubting your credibility -- Stop wasting your time with people who can't make decisions -- Prevent avoidable disasters -- Stop saying irrelevant stuff -- Break the pattern of hearing useful ideas, but doing nothing with them -- Conclusion: build momentum : to keep your snowball rolling, just turn right -- Appendix: Useful communication templates -- And for more help -- Acknowledgments -- About andy bounds -- Index…”

Tabla de Contenidos: “…-- Scope of Business English -- Communication to Inform -- Communication to Persuade -- Basic Forms and Types of Communication -- Basic Elements of Communication Process -- The Linear Concept of Communication -- The Shannon-Weaver Model -- The Elements of Communication -- Two-way Communication -- Value and Self Development -- Meetings and Social Visits -- Group Behaviour -- High-context Cultures -- Low-context Cultures -- Time As a Cultural Factor -- Monochronic Time -- Polychronic Time -- Space As a Cultural Factor -- Media of Communication -- Communication and Electronic Media -- Communication and Social Media -- Review Your Learning -- Reflect on Your Learning -- Endnotes -- Chapter 2: Communication Barriers and Methods to Overcome Them -- The Major Difficulties in Communication -- Barriers to Communication -- Improving Communication -- Principles of Effective Communication -- The Seven Cs of Communication -- Universal Elements in Communication -- Review Your Learning -- Reflect on Your Learning -- Endnotes -- Chapter 3: Oral Communication -- What Is Oral Communication? …”

Tabla de Contenidos: “…ELREY OLAFR, HIJO DE TRYGGVI, (...); 29. EL REY PERSUADE A SIGMUNDR; 30. SIGMUNDR INTENTA CRISTIANIZAR LAS ISLAS FEROE; 31. …”

Tabla de Contenidos: “…. -- 29 Know when to break with convention. -- 30 Persuade, don't coerce. -- 31 Design for passive attention. -- 32 Know the purpose. -- 33 Only interrupt when necessary. -- 34 Make notifications valuable. -- 35 Minimize form input. -- 36 Little time, little design. -- 37 Rules are meant to be broken. -- Define -- 38 Choose the right client. -- 39 Be a good detective. -- 40 Gather requirements. -- 41 Define the problem statement. -- 42 Find shortcuts. -- 43 Done is better than perfect. -- 44 Underpromise and overdeliver. -- 45 Introduce complexity only when necessary. -- 46 Some complexity cannot be reduced. -- 47 Imagine the user journey. -- 48 Create a user flow. -- 49 Remove barriers and obstacles. -- 50 What isn't there matters. -- 51 Pointing devices inform functionality. -- Research -- 52 Design cannot be fully objective…”

Tabla de Contenidos: “…Incorporating visuals and other media -- Prepping for virtual presentations: The same but different -- Test your technology beforehand -- Manage your presentation space -- Use visuals wisely and keep slides clear and uncluttered -- Take advantage of the advanced features of remote presentation applications -- Leveraging the Communicative Power of Visualization -- Practicing Your Presentation to Improve Your Confidence -- Part 4 Persuading and Driving Results -- Chapter 12 Knowing the People You're Trying to Persuade -- Analyzing Your Audience -- Conducting a demographic analysis -- Digging deeper with a psychographic analysis -- Using Communication Direction to Your Advantage -- Upward communication: Finesse required -- Demonstrate respect -- Cut to the chase -- Show how your proposal will benefit the organization or individual -- Downward communication: A balancing act -- Explain your rationale -- Approach the situation with a curious mind -- Listen and be prepared to respond to complaints and excuses -- Lateral communication: Navigating peer-to-peer interactions -- Seek mutually beneficial solutions -- Acknowledge and respect your communication history -- Balance competition with cooperation -- Anticipating Possible Objections -- Researching possible objections: Conducting surveys -- Conducting an indirect survey -- Surveying actual audience members -- Preparing your responses to objections -- Remaining objective and demonstrating it -- Chapter 13 Engaging in Persuasion That Drives Results -- Sizing Up the Stakeholders -- Identifying stakeholders and their interests -- Sharing the credit to give stakeholders a sense of ownership -- Clarifying Your Goal and Aligning It with Your Audience -- Putting your goals and the needs of your audience in perspective -- Setting realistic goals and objectives…”

Tabla de Contenidos: “…Cover -- Brief Contents -- Contents -- Preface -- About the Authors -- Part I: Theory of Bussiness Communication -- Case Study: The Profile of an Effective Communicator -- Chapter 1: The Nature and Process of Communication -- The Role of Communication -- An Instance of Unclear Communication -- Defining Communication -- Classification of Communication -- The Purpose of Communication -- Communication to Inform -- Communication to Persuade -- The Process of Communication -- The Linear Concept of Communication -- The Shannon-Weaver Model -- The Two-way Communication Process -- The Elements of Communication -- The Major Difficulties in Communication -- Barriers to Communication -- Incorrect Assumptions -- Psychosocial Barriers -- Conditions for Successful Communication -- The Seven C's of Communication -- Universal Elements in Communication -- How Sentence Structure Affects Meaning -- Communication and Electronic Media -- Communication and Social Media -- Summary -- Case: Communication Failure -- Review Your Learning -- Reflect on Your Learning -- Apply Your Learning -- Self-check Your Learning -- Endnotes -- Chapter 2: Organizational Communication -- The Importance of Communication in Management -- Some Important Functions of Management -- How Communication Is Used by Managers -- Communication Concerns of the Manager -- Human Needs -- Theory X and Theory Y -- Communication Training for Managers -- Communication Structures in Organizations -- Vertical Communication -- Horizontal Communication -- Line and Staff Management -- Formal Communication -- Informal Communication -- Information to be Communicated at the Workplace -- Summary -- Case: Communication Breakdown at City Hospital -- Review Your Learning -- Reflect on Your Learning -- Apply Your Learning -- Self-check Your Learning -- Endnotes -- Chapter 3: Intercultural Communication Skills…”

Tabla de Contenidos: “…5.1 Interpersonal Behavior5.2 Adversarial and Secondary Relations; 5.3 The Persuade Package Revisited; 5.4 Attitudes and Scales; 5.5 Conversation and Stories; 5.6 Relationship Recapitulation; Chapter 6 The VOTE Program; 6.1 Roll Call Voting; 6.2 Consequences: ISSUES and BILLS; 6.3 Preferences: GROUPS and MEMBERS; 6.4 Relations: MEMBERS and GROUPS; 6.5 The VOTE Algorithm; 6.6 Summary of VOTE Decision Model; Chapter 7 Decision Strategies; 7.1 Choices and Explanations; 7.2 Popular Decision; 7.3 Not Constitutional; 7.4 Unimportant Bill; 7.5 Inconsistent Constituency; 7.6 Best for the Country…”

Tabla de Contenidos: “…-- Industrialisation and mass society -- The beginning of consumer society -- The second moment: professionalisation, consolidation, and redemption -- The problem with patent medicine -- The search for respectability -- The third moment: hidden persuaders and Creative Revolutionaries -- The fear of advertising -- "Think Small" and the Creative Revolution -- The fourth moment: digital advertising, algorithms, and social media -- The first online advertising -- Algorithmic advertising -- Social media advertising -- The changing nature of advertising -- References -- Chapter 3: Analysing advertisements: Form, semiotics, and ideology -- Advertising contexts, codes, and conventions -- The importance of medium -- Analysing static advertisements -- Analysing video advertisements -- Analysing advertising in video games -- Semiotic analysis of advertising -- Denotative signs -- Connotative meanings -- Anchorage and meaning -- Mythology and ideology…”

Tabla de Contenidos: “…-- Machine Learning in Market Research -- Marketplace Segmentation -- Social Media Monitoring -- Competitive Analysis -- Raising Awareness -- Public Relations -- Direct Response -- Database Marketing -- Advertising -- Pay-per-Click (PPC) Search -- Search Optimization (aka Content Marketing) -- Social Media Engagement -- Social Snooping -- Socialbots -- Social Posting -- In Real Life -- The B2B World -- Lead Scoring -- Sales Management Advisory -- DIY-Some Models Are Useful -- Notes -- Chapter 5: Using AI to Persuade -- The In-Store Experience -- Shopping Assistance -- Restaurants -- Store Operations -- On the Phone -- The Onsite Experience-Web Analytics -- Landing Page Optimization -- A/B and Multivariate Testing -- Onsite User Experience -- Recommendation Engines -- Personalization -- Merchandising -- Pricing -- Market Basket Analysis -- Closing the Deal -- Remarketing -- E-mail Marketing -- Back to the Beginning: Attribution -- Notes -- Chapter 6: Using AI for Retention -- Growing Customer Expectations -- Retention and Churn -- Many Unhappy Returns -- Customer Sentiment -- Customer Service -- Call Center Support -- Bots -- Predictive Customer Service -- Notes -- Chapter 7: The AI Marketing Platform -- Supplemental AI -- Salesforce -- Adobe -- Marketing Tools from Scratch -- Communicating Insightsâ€"Narratives from Data -- Customer Journey Journal -- Recommender in Chief -- Build a Whole Website -- A Word about Watson -- Hey, Check This Out -- That Was Easy…”

Tabla de Contenidos: “…." -- Use the Best Possible Words -- Look for Words Ending in -tion, -ment, -ance, -ing -- Look for the "to Be" Verb and Similar Weak Verbs -- Decide the True Action You Want to Convey -- Put the Actor in the Right Place in the Sentence -- The Actor Comes Before the Verb -- The Actor Comes After the Verb -- The Actor Is Absent from the Sentence -- Chapter 9 Form Follows Function: Structuring Your Documents -- Persuading -- Informing -- Chapter 10 Make It Easy: Creating Reader-Friendly Documents -- Personal Pronouns -- Write Short Sentences -- Vary Your Sentence Length -- Don't Overwhelm the Reader -- Chapter 11 Hit Send with Confidence: Writing Emails That Resonate -- Structure and Content -- Effective Subject Lines -- Hellos and Goodbyes -- The Body of Your Text -- Other Considerations -- Manage Expectations -- Set the Right Tone -- Section Four Your Interactions -- Chapter 12 It's a Dialogue, Not a Monologue: Conducting Effective Client Meetings -- Before the Meeting -- Understand Your Communication Style -- Adopt the Right Frame of Mind -- During the Meeting -- Step 1: Set the Tone -- Step 2: Confirm the Purpose of the Meeting -- Step 3: Gather Current Information -- Step 4: Discuss Your Information -- Step 5: Discuss the Benefits to Your Client -- Step 6: Establish Action Steps -- After the Meeting -- Summary…”

Tabla de Contenidos: “…Part II Interviewing for Buying Insights -- Chapter 4 Setting Up Your Buyer Persona Study -- Persuade Stakeholders That You Need Buying Insights, Not "Buyer Personas" -- Overcome the "We Know Our Buyers" Objection -- When You Don't Have Time for Buyer Persona Interviews -- How to Design Your Buyer Persona Study -- Study Design Question #1: What Buying Decision Will Be the Focus of Your Buyer Persona? …”

Tabla de Contenidos: “…/ James McBride Dabbs -- Hidden persuaders in human relations / Heslip "Happy" Lee -- Call for reason / Fred L. …”
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Tabla de Contenidos: “…Multiattribute Models -- Attitude‐toward‐Object Model -- Adding an Attribute -- Changing the Perceived Importance of Attributes -- Developing New Products -- Attitude‐toward‐Behavior Model -- Theory of Reasoned Action -- Theory of Trying to Consume -- Attitude‐toward‐the‐Ad Model -- Attitude‐toward‐Social‐Media‐Posts Model -- Attitudes' Motivational Functions -- The Utilitarian Function -- The Ego‐Defensive Function -- The Value‐Expressive Function -- The Knowledge Function -- Associating Brands with Worthy Objects or Causes -- The Elaboration Likelihood Model -- Cognitive Dissonance and Conflict Resolution -- Resolving Conflicting Attitudes -- Causality and Attribution -- Self‐Perception Attributions -- Foot‐in‐the‐Door Technique -- Attributions toward Others -- Attributions toward Objects -- Analyzing Self‐Attributions -- Summary -- Review and Discussion Questions -- Hands‐on Assignments -- Key Terms -- PART III Communication and Consumer Behavior -- 7 Persuading Consumers -- The Elements of Communication -- Source Credibility and Persuasion -- Time Passage and Source Credibility -- Barriers to Effective Communications -- Psychological Selectivity -- Message Clutter -- Broadcasted versus Addressable Messages -- The Evolution of Tv Advertising -- Addressable Communication -- Message Structure -- Image and Text -- Framing -- Framing Impact Behavior -- One‐ or Two‐Sided -- Native Ads -- Order Effects -- Persuasive Appeals -- Comparative -- Fear -- Humor -- Sex -- Timeliness -- Feedback and Effectiveness -- Summary -- Review and Discussion Questions -- Hands-on Assignments -- Key Terms -- 8 From Print and Broadcast to Social Media and Mobile Advertising -- Social Media and Consumer Behavior -- Individuals and Networks -- Consumer Engagement -- Advertising on Social Media -- Advertising Channels -- Google -- Advertising Strategies -- Mobile Advertising…”

Tabla de Contenidos: “…Designing Messages for Mobile Devices -- Proofreading Your Message -- Distributing Your Message -- Communication Challenges at Type Together -- Key Terms -- Summary of LearningObjectives -- Test Your Knowledge -- Apply Your Knowledge -- Practice Your Skills -- Expand Your Skills -- Build Your Career -- Developing as a Professional Being Dependable and Accountable -- Apply Your Skills Now Make QA Part of Your Communication Process -- Part 3 Digital, Social, and Visual Media -- 7 Digital Media -- Communication Close-up at Futurice -- Digital Media for Business Communication -- Digital and Social Media Options -- Compositional Modes for Digital and Social Media -- The Emoji Question-overcoming the Limitations of Lean Media -- Email -- Planning Email Messages -- Writing Email Content -- The Subject Line: Persuading People to Open Your Messages -- Completing Email Messages -- Business Messaging -- Categories of Business Messaging -- Tips for Successful Messaging -- Website Content -- Organizing Website Content -- Drafting Website Content -- Podcasting -- Communication Challenges at Futurice -- Key Terms -- Summary of LearningObjectives -- Test Your Knowledge -- Apply Your Knowledge -- Practice Your Skills -- Expand Your Skills -- Build Your Career -- Apply Your Skills Now Develop Professional-Grade Email Skills -- Intelligent Communication Technology Nice Chatting with You -- 8 Social Media -- Communication Close-up at ExterionMedia -- How Businesses Use Social Media for Internal and External Communication -- Strategies and Tactics for Successful Social Media Use -- Establishing a Social Media Strategy -- Developing Social Media Content -- Managing the Organizational Challenges of Social Media -- Social Networking for Business Communication -- Categories of Social Networking Platforms -- Four Content Strategies for Business Social Networking…”

Tabla de Contenidos: “…Mobile Connectivity -- Mobile Marketing Communication -- Mobile Marketing Assets -- Rules and Regulations -- Reaching Mobile Users -- Mobile Marketing Strategy and Planning -- Marketing on Mobile Websites -- Core Mobile Products and Services -- Incentives and Loyalty Programs -- Location-Based Services -- Mobile Marketing Channel Management -- Mobile and Other Marketing Channels -- Mobile Search -- Mobile Advertising -- Understanding Your Mobile Advertising Options -- Google AdWords Pay-per-Click -- Website Banners and Google AdSense -- Video and YouTube Ads -- Social Media Ads -- In-App Ads -- On-Site App Ads -- Choosing Your Mobile Ad Strategy -- Website Only -- App Only -- Website and App -- Mobile Marketing Measurement and Control -- Mobile Marketing Analytics -- Interpreting Your Analytics -- Chapter 9 Email Marketing -- Guiding Principles -- Every Email Is a Wanted Email -- We Are Lawful and Responsible -- We Earn Our High Deliverability -- Establishing Campaign Goals -- Email Metrics and Reporting -- Where Email Marketing Fits -- Email Marketing Work Within Organizations -- Tools for Email Marketing -- Stay Up to Date on What's Possible -- Growing Your Email List -- Building a New Email Marketing List -- Attracting or Repelling Subscribers -- The Data You Collect -- Personalization -- Too Much Personalization -- Segmentation -- List Hygiene -- Avoid Auto-Subscribe -- Scale Down Inactive Subscribers -- Clean Out Poison Addresses -- Deliverability -- Creating Email Content Designed to Persuade and Get to the Inbox -- Format for Email Clients -- Domain and Server Reputation -- Warm Up New Servers -- Compliance with Regulations -- How the History of Email and Spam Affects Your Campaigns Today -- How Spammers and Bad Actors Work and How to Avoid Looking Like Them -- Government Rules and Regulations…”

Tabla de Contenidos: “…Appreciating the Difficulties of Staying Impartial -- Being neutral . . . up to a point: The BBC -- Things are heating up: The climate change debate -- Struggling to find a consensus -- Appealing to Feelings: The Psychology of Argument -- Using emotions to powerful effect -- Grabbing the attention of the gullible -- Spotting prejudice dressed as science -- Manipulating Minds and Persuading People -- Understanding how persuasion in society works -- Recognizing the language of persuasion -- Recoiling in horror as millions of Americans see "Daisy" get blown up by a bomb -- Spotting the techniques being used on you! …”

Tabla de Contenidos: “…-- 9.1.1 Learning Outcomes -- 9.2 Political Campaigning -- 9.2.1 There Are No Accidental Images -- 9.2.2 Building a Campaign Strategy -- 9.2.3 The Campaign Trail Logistics -- 9.2.4 Political Advertising -- 9.3 Public Affairs: The Role of PR in Government -- 9.3.1 Issues Management -- 9.3.2 Political Communication as Lobbying -- 9.4 NGO and Outsider PR -- 9.5 Political Media -- 9.5.1 Political Media Online -- 9.5.2 Political Media Today -- 9.5.3 Adversarial Journalism -- 9.6 Propaganda and Persuasion -- 9.6.1 Persuading the Political Audience -- 9.7 Conclusions -- References -- Websites Used or Mentioned -- 10. …”

“…Persuading the board to invest in information security measures requires sales skills. …”