The anatomy of persuasion / Norbert Aubuchon.

Includes bibliographical references and index.

1. Overview -- 2. Creativity -- 3. Two Principles of Communication -- 4. The Buying Process -- 5. The Persuasion Process: Part I -- 6. Needs -- 7. The Persuasion Process: Part II -- 8. Controlling the Persuasion Process -- 9. Features, Functions, and Benefits -- 10. Setting Your Objective -- 11. Using the Tools -- 12. Case Study: How to Increase Staff During a Hiring Freeze -- 13. Case Study: How to Get Funding for Your Program -- 14. Case Study: How to Be a Rocket Scientist! -- 15. Building Your Own Proposal -- 16. A Touch of the Real World -- 17. Can You Find the Errors? -- 18. Selling Your Ideas to Higher Management -- 19. The Anatomy of Persuasion as a Management Tool -- A Final Word: Thinking and Talking in Terms of Benefits -- App. I. A Checklist of Common Errors -- App. II. The Anatomy of Persuasion Preparation Guidelines -- App. III. The Anatomy of Persuasion Outline Guide -- App. IV. The Anatomy of Persuasion Structure and Alignment Chart.