The Skinny On on the Art of Persuasion
How to Move Minds

by Jim Randel

     “The Skinny on” series deals with different topics using a unique format of stick figures, drawings and snippets of advice taken from a variety of sources.

As Jim Randel tells us in the introduction, he and his team do the reading on each topic and interview the experts, then summarize the pearls of wisdom they have obtained through their research. This way, we, the readers, can acquire the knowledge without a huge investment of our time.

The series does not pretend to be a treatise on each subject, but in its light, fun way does give you an overview. It also provides a comprehensive bibliography that will allow you to pursue the subject further.

At the beginning of The Skinny Oneon the Art of Persuasion we are introduced to Billy, a real estate agent who is not doing well in his business. Then, in the typical 'The Skinny On' format, Jim Randal intrudes into his life and explains to him why and what to do to improve his sales.

Jim, it seems, is not a people person. He ignores one of the first rules of persuasion: to connect with others, to make them feel you're like them. He is an impulse buyer and expect others to act that way; and ignoring their signs, he doesn't respond to their needs.

As Tom Sawyer so delightfully shows us when he tricks his neighbors into painting his fence, people want what they can't have. And prompts like "For a limited time only" and "By invitation only" do work. But Billy does not understand that persuasion is an art. He lacks nuance and pushes his clients too hard. Their reaction, then, is to withdraw.

“Observe the pros,” Jim tells him. Magicians and con men are the ultimate persuaders, but don't forget that honesty is always the best policy.

Yes persuasion is an art. But it is an art that can be learned, and The Skinny on the Art of Persuasion does a good job at teaching us this art in an accessible way.
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