1.
Here’s the secret formula
that earned USD$21,804
in a single sales presentation.
From Fred Then, author of the successful “The Art of Effective Persuasion. The Star Wars Way”

2.
Caution! To be effective you need to understand
two things: The 9 Rules Of Effective Persuasion &
The 4 Steps Formula of Effective Persuasion.

3.
Areyou
preparedtojoin
TheDarkSide?
Ihavebeenmeaning
toask.Ifwearethe
DarkSide,whydo
wewearwhite?

4.
My name is Fred Then and I’ll share my
“9 Secret Rules of Effective Persuasion”
The good news is that
you willmaster them
with a little practice
… andfaith in the Force

5.
The 9 Rules Of Effective Persuasion
SithorJedi,itworksforeveryone!
DevelopedbyFredThen
Troopers.Todaywe
learntousethe
Empire’sgreatest
weapon.Ourbrains!
Ohgood!
Whenwill
theybe
issued?

6.
12,000views
in24hours!

7.
Chewie!
Engage Hyperdrive!

8.
Being persuasive allows you to influence
Your colleagues, friends and even kids!
YesTrooperTK367.
Wehaveadeal!

9.
Being Persuasive isn’t limited
by your current abilities

10.
To be Leader, persuasive you will be.
Listen to me you must.

11.
The real secret tobeing an effective
persuader is knowing what (not who)you
are talking toand in what language.
IwishIknewhow
totalktoher.
Iwishhewould
saywhatI
wantedtohear.

12.
A laptop processes 100,000,000
instructions per second.
Our brain processes 10,000,000,000,000,000
instructions per second.
Our Conscious Mind can receive :
2,000 Bits of data per second.
Our Subconscious Mind can receive :
400,000,000Bits of data per second.
So guess who’s really the boss?
MygoodnessR2,
itdoesseem
impressivedoesn’tit?
(That’s10Quadrillion!)
TheWinner!

13.
Fred’s 9 Rules can be divided into 3 Categories :
Brain | Emotions | Stories
Readytodoyour
B.E.S.?

14.
Fred’s Rules For : Brain | Emotions | Stories
1.ConvincetheBrain,notthePerson.
2.TheSubconscious rules,youfollow.
3.It’snotThink-Do-Feel,it’sFeel-Do-Think

15.
Fred’s Rule #1 :
Convince the brain, not the person.
You talking to me?

16.
Fred’s Rule #2 :
The subconscious rules, the rest follows.
IthinkI’mbeingmanipulated…
Ihaveyounow…

17.
Fred’s Rule #3 :
How does your Brain decide?
Feel – Do - Think
Thatexplainsthe
holeinmyhead.

18.
Fred’s Rules For : Brain | Emotions | Stories
4.Emotionisthesecretlanguageofthebrain
5.Peoplechooseemotionally&justifylogically.
6.Focusonthe“What’sInItForMe?”.

19.
Fred’s Rule #4 :
Emotion isthe secret language ofthe brain.
OhDarth,yousureknow
howtopersuadeaSithLady
Uh.BemydateorI’ll
blowupasmallmoon!

20.
Fred’s Rule #5 :
People choose emotionally &justify logically.
YesLordVader,itisabsolutely
necessaryformetohave
thesePom-Pomsforour
assault.They…uh…boost
troopermorale!

21.
Fred’s Rule
#6 :
Always
answer the
“What’s In It
For Me”
Need.
So,whatwillyoudo
formeifIcanget
youamedic?
Groan.

22.
Fred’s Rules For : Brain | Emotions | Stories
7. Whateveryouhavetosay,sayitinastory.
8. Factsalonedon’tconvince.
9. Thebeststoriesarepersonalones.

23.
Fred’s Rule #7 :
Topersuade effectively, tell a good story.
…andthat’swhyservingthe
Empireismycalling.
I’msold!
Itotallyagree! That’srighteous!

24.
Fred’s Rule #8 :
Facts alone donot convince.
Luke,IamyourFather! Noooooo!
Itcan’tbe!

25.
Fred’s Rule #9 :
Personal stories are effective stories.
…andthat’showthe
EmperorsavedmeandwhyI
loveservingtheEmpire.
Awwwww.
That’s sosweet.
You’re fogging
upmyhelmet.

26.
Fred’s Performance Tip:
People remember only 3-4 new facts.
Ohdamnit.Ishould
havetakennotes.
Sodon’tforce-feedyouraudiencewithalargeamountofdata.

27.
Fred’s Performance Tip:
Stopbeingaclonetoothers!
LearntouseEmotionsandbepersuasive!

28.
Ow.
Fred’s Performance Tip:
BypracticingB.E.S.you’llbeverypersuasive
without havingtobemeanordominating!

29.
Now that you know about the
9 Rules Of Effective Persuasion,
we’ll go on to Part II.

30.
This 4 Step Formula earned a
company $18,400 in their first
presentation! Obviously they were
looking forward to doing more ….

31.
Persuasive Presentation Planning
1. CreateLiking&Relevance
2. ElaborateTheCustomer’sHeartache
3. DefineTheBenefits
4. RevealTheSolution

32.
Create Liking & Relevance
• People will listen to those that they
like and those who like them.
• Give a genuine compliment
• Explain why what you have to say
will impact them personally or
professionally.

33.
Using compliments to create Liking
• “Thank you for coming on time! You
are very punctual Troopers! (Genuine)
• It’s mypleasure tospeak toyou
today” (You like them, they’ll like you)

34.
Relevance establishes the “WIIFM”
“Today’s Death Star presentation will
help you understand how you can
better control planets in your sector
without any messy troop deployments
or need to blow up farms.”

35.
Speak of upto 3 problems & their
specific consequences.
“As Stormtroopers, we have 3 big
problems yet noone cares!
1. We can’t see in these helmets and get
injured when Rebels attack us!
2. White armour? Rebels see usfroma
mile away and easily evade us. We
spend extra hours looking for them!
3. Noshields inour Tie Fighters? We get
blown up inone shot!

36.
Elaborate the Customer’s Heartache
• If there is no pain, people ARE NOT
motivated to listen to your
solutions.
• Establish the problem that you
want to solve by talking about it.
• Always assume that your
customers don’t fully understand
what’s missing in their lives.

37.
Define the Benefits
• When people understand how
solving the problems would directly
benefit them. They would be more
keen to accept a solution.
• However. Most
people are skeptical
if a Hutt tells them
how good his stuff is.

38.
To use a 3rd party approach to explain.
• “Whatiftherewasawhywecouldsee
better? Itwouldmeanwecandefend
ourselves andevendefeatthose pesky
Rebels!
• “Whatifwecouldcamouflageourarmor?It
wouldmeanthattheRebelswouldn’tspot
useasilyandwecangetthem!
• “Imagineifwehad
shields,therewillbemore
pilotsatthepoker table
forustofleece!”

39.
After Step 3, your customers are
already in love with you. And they are
already convinced of what you have!
Ihaveyounow!

40.
Only after you established value, can
you reveal what you have in Step 4.
Otherwise it’s like telling the punch
line of the joke at the beginning.

41.
15% of time to establish Liking & Relevance
35% of time to establish the Problem
30% of time to establish the Benefit
20% about the Solution

42.
Now that you know about
The 9 Rules and 4 Steps To
Effective Persuasion.
Go change your world!
YesmyLord!

43.
Get me on the list!
Drop me a nice email
The new Effective Persuasion e-book will be out in Q1 2014.
Sign up if you want to be a reviewer and get a free early release.
I’m glad you downloaded this great presentation.
Would you return the favour by dropping me an email with
your compliments or comments?