Published: DECEMBER 19, 2010
One thing that my new role as an entrepreneur who owns a law firm has done, is to encourage me to start reading business books. I’ve become so dull lately that I make sure I take at least one business book whenever I go on holiday — and I read it [is that commitment or a sign that I should be committed?].
One of my favorite books in the last couple of years is the excellent Persuasion by James Borg. I guess it’s more of a book on psychology than one on business skills — but don’t let that put you off. It’s packed full of really interesting observations on how “to get people to do whatever you want, whenever you want” — or that least that’s what it says on the cover. I’ll drop a few little gems from it into the blog in the next year or so.
One observation that particularly struck me was the observation that “research shows continually that people take in only 40% of what they hear”. That was a real eye-opener for me. We all have our strengths and weaknesses. One of my strengths is to pick up very quickly the kernel of what anybody is actually saying. To find out other people don’t process information like me was a real surprise. Do bear that in mind when you’re talking to colleagues, employees or business prospects. It really shows the importance of persistence in business and stresses the need for continually repeating the same message — if these statistics are true, your marketing prospect probably didn’t even pick up what you’re saying first time ! So they advise summarizing what you have just told someone — and repeat it. Say what you’re going to say. Say it. Say what you said.
PS you probably didn’t pick up that the book I was recommending was Persuasion by James Borg, did you?
PPS if you have read a really good business book recently — do let me know.
PPPS Persuasion by James Borg