Arlene Dickinson’s New Book Teaches the Tricks of Persuasion

October 17, 2011 7:50 PM

“Whether you run a business or work in one, you have to persuade others that you and your company provide value. And whether you’re a stay-at-home parent or a neurosurgeon, a CEO or a volunteer, you need to know how to persuade others to help you complete tasks as well as build something new together. Let me show you how.”

That’s the offer from Arlene Dickinson, the woman behind one of Canada’s largest independent marketing firms, the only female on CBC’s Dragon’s Den (not to mention the one with the most “likes”) and author of the new book Persuasion.

It features a lot of insight into the tricks and traps you’re likely to come across in everyday life and at work (“What not do to – and what not to fall for”) and offers advice for what to do if you doubt yourself and, ultimately, the process of persuasion – how to do it and when to use. Arlene uses a blend of her own entertaining stories and social science to teach leassons like: “The crucial importance of a particular kind of listening”; “How to get people to buy into your ideas”; “How to attract followers and deal with naysayers”; “The art of storytelling”; “How to turn mistakes to your advantage”; “”How to seize opportunities where others see only roadblocks”.

There’s a merchandising extension to the book that includes skin care products, chocolate, wine and coffee – everything you need for maximum reading enjoyment (and proof of Arlene’s branding genius).

At her book launch event, Arlene said the one bit of it she’s most proud of is “persuading myself that I was worth believing in.” Everyone should believe in themselves, and if you’re having trouble with that, this might just be the book for you. You can pick it up now in book stores or online at Chapters-Indigo or Amazon.

Arlene Dickinson at her launch party for Persuasion, in Toronto.


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