Persuasion

Lee Hartley Carter is president of maslansky + partners, a language strategy firm based on the single idea that "it's not what you say, it's what they hear." Carter oversees a diverse range of communication and language strategy work for Fortune 100 and 500 companies, trade associations, and nonprofits in the United States and globally. As a television news personality and researcher, she doesn't rely on traditional polling for her unique insights into U.S. politics; rather, she analyzes voters' emotional responses to help understand and empathize with them on a more visceral level. The reaction matters, but the "why" behind it matters more. It was this approach that allowed her to accurately predict the results of the 2016 presidential election and primaries.

If you're searching for the right words, Lee Carter ought to be your first stop. There's no one who better understands messaging persuasion or what people really want." 
Tucker Carlson

Everyday life is filled with situations that require the art of persuasion.  From negotiating a raise to selling a product.  From winning a political debate to getting your kids to do their homework.  In every situation, you can choose how to approach the other person and what language to use. Lee Carter gives you a road map to making choices that will help you get what you want. Through real-world examples and extensive research, she has created simple tools that you can put to use to win hearts and minds.
 
Effective communication starts with the ability to empathize deeply with your audience. In Persuasion, Lee explains what empathy is, why it matters, and how to use it to craft persuasive messages. Filled with examples and case studies, this book takes complex concepts and makes them easy to understand, and and readily applicable to everyday life.
Michael Maslansky, CEO maslansky + partners, author of Language of Trust
 
I can t think of a time when understanding the art and science of persuasion was more important than right now. This book is academic in its comprehensive approach. It s practical in how the reader can and should benefit from every lesson.  It s so loaded with essential insight that I put my highlighter down after the first chapter there was yellow on every page.  As an occasional competitor, I shouldn t admit this but the Persuasion Plan Workbook is so essential to effective communication that I plan to steal it and use it for my clients immediately. 
Dr. Frank I. Luntz, author of Words That Work
 
As this engaging book makes clear, what we have in common is often much more powerful than the differences that divide us. Building empathy and trust,