To be a persuasive communicator—prompting people to do what you want them to—you need to know the decision-making shortcuts all humans have. And you need to know how to use them to your advantage, whether you're trying to influence your team, your boss, or your customers and prospects.

Discover the most common decision defaults people rely on, and how you can harness them to automatically make your communications more commanding and effective.

Don't risk being ignored, overlooked, or forgotten. Gain a competitive advantage by knowing these powerful secrets to communicate your ideas and your marketing messages. Discover how to easily apply them in marketing campaigns or office conversations. And, become a master of persuasion.

At the end of this session you'll be able to:

• Frame your message differently to be a more persuasive incumbent or a more persuasive challenger
• Gain more customers—and more team cooperation—using the simple technique of Labeling
• Use a small word to conveniently erase everything that came before it, whether you're writing an ad or talking to your boss