Persuasion IQ

The 10 Skills You Need to Get Exactly What You Want

 Persuasion IQ

Author: Kurt W. Mortensen
Pub Date: June 2008
Print Edition: $21.95
Print ISBN: 9780814409930
Page Count: 336
Format: Hardback
e-Book ISBN: 9780814410257

Buy the book:

Buy the book thru Barnes and Noble. Buy the book thru AMAZON. Buy the book thru indiebound. Buy the eBook.
See other vendors.


The 10 Skills You Need to Get Exactly What You Want

Effective advertising, marketing, and sales professionals convince consumers to buy. Winning defense attorneys sway juries to acquit, and winning politicians urge constituents to vote for them. Trusted doctors counsel patients, and trusted clergy enlighten congregations. Respected teachers, trainers, and mentors advise and motivate students. Good parents guide their children. These and countless more examples show how successful people use persuasion every day.

“Regardless of our actual job title, we all persuade for a living,” notes Kurt W. Mortensen, who makes his living as an authority on the psychology, art, and distinctive intelligence of persuasion. In PERSUASION IQ: The 10 Skills You Need to Get Exactly What You Want (AMACOM 2008), Mortensen shares what he has learned about the talents, traits, habits, and mindset of top persuaders—people who stand out as exceptionally successful and prosperous—over nearly 20 years of wide-ranging research. First, he of an intensive self-assessment to help everyone identify their own persuasive strengths and weaknesses. Then, he provides a transformational roadmap for anyone to become a master persuader. “If you can effectively present your ideas and persuade others, you will be highly influential and highly respected,” says Mortensen.

What Mortensen calls “Persuasion IQ” or “PQ” is similar to “street smarts,” but focused on achievement goals. PQ relies on a combination of IQ (raised continuously through reading books, taking seminars, and learning from experts) and EQ (the ability to perceive, assess, and manage the emotions of self, others, and groups), with the addition of specific dynamic qualities.

As Mortensen explains, the way to attain a high PQ is to become a naturally persuasive person—someone who inspires long-term trust and respect from clients, prospects or other persuadees. PERSUASION IQ tackles 10 common obstacles that limit persuasion success—fear of rejection, over-persuading, and limited persuasion tools among them. From there, chapters focus on developing 10 essential PQ skills for success. Readers will learn how to:

 Take an honest look at their past mistakes and their current situation, and then move on to visualize success.

 Make a strong, positive first impression in 30 seconds or less, and determine whether they really are connecting with others.

 Overcome skepticism and quickly establish genuine, lasting trust by demonstrating compe¬tence, confidence, credibility, congruence of word and action, and character.

 Stay consistently self-motivated and motivate others by understanding internal drives and external pressures, as well as their passion and purpose.

 Bounce back from setbacks, design a self-development program, and upgrade their future potential.

Throughout, Mortensen interweaves compelling findings from scientific research and his original surveys with everyday examples, classic fables, and inspiring quotes from proven persuaders, ranging from Abraham Lincoln to Brian Tracy. Defying clichés and delivering realistic strategies for change, PERSUASION IQ is a refreshing self-development guide with a persuasive argument for taking persuasion seriously.


Kurt W. Mortensen is the founder of the Persuasion Institute, a research firm, and is a leading consultant, trainer, and speaker on persuasion-related topics. A prolific author, his previous books include Maximum Influence (AMACOM). He lives in Provo, Utah.

Search the full text of this book


Order Now!

For single copy purchases of any AMACOM title, you can connect directly to the online retailer of your choice, from the list below, to buy the title you have selected. Most of our links will take you directly to that title on the site, making your shopping experience easier. You can also visit your local retailer, and if the book is not on their shelves they can special order it for you.

Retailers: Please contact us to change or add a listing.

Buying in Bulk?

We have very competitive discounts starting at 5 copies, as well as personal service, for bulk orders. Simply contact our Special Sales Department. Call 800-250-5308 or 212-903-8420 and ask for Special Sales. You can also email: