TITLE -- COPYRIGHT -- ABOUT THE AUTHOR -- CONTENTS -- SECTION I: ABOUT PERSUASION -- ABOUT PERSUASION -- DEFINITIONS -- SELF-ASSESSMENT -- SCORING SUMMARY -- THE DIFFERENCE BETWEEN SKILLS AND STRATEGIES -- GOAL SETTING -- SECTION II: UNDERSTANDING THE WHY'S AND WHENS OF PERSUASION -- EXAMPLES OF PERSUASION -- COMMUNICATION MYTH #1 -- AMOUNT OF RESISTANCE VERSUS THE SOURCE OF RESISTANCE -- DETERMINING THE TYPE OF AUDIENCE -- COMMUNICATION MYTH #2 -- WHAT KIND OF AUDIENCE DO YOU HAVE? -- COMMUNICATION MYTH #3 -- MOVE YOUR AUDIENCE IN THE RICHT DIRECTION -- COMMUNICATION MYTH #4 -- COMMUNICATION MYTH #5 -- A PRACTICE SESSION -- IDENTIFYING TYPES OF AUDIENCES -- AUTHOR RESPONSE: (Compare Your Answers) -- GENERAL STRATEGIES BASED ON DEGREE OF RESISTANCE OR SUPPORT -- ACTIVELY UNFRIENDLY AUDIENCE STRATEGIES: -- UNFRIENDLY AUDIENCE STRATEGIES -- NEUTRAL AUDIENCE STRATEGIES -- COMMUNICATION MYTH #6 -- UNDECIDED AUDIENCE STRATEGIES -- UNINFORMED AUDIENCE STRATEGIES -- SUPPORTIVE AUDIENCE STRATEGIES -- ACTIVELY SUPPORTIVE AUDIENCE STRATEGIES -- A WORD ABOUT MIXED AUDIENCES -- REVIEW: SELECTING STRATEGIES FOR DIFFERENT AUDIENCES -- AUTHOR'S RESPONSES TO THE CASE STUDIES -- CASE #1: -- CASE #2: -- CASE #3 -- CASE #4: -- WHAT'S NEXT? -- SECTION III: SOURCES OF RESISTANCE TO PERSUASION -- THE CRITICAL QUESTION TO ASK YOURSELF -- POSSIBLE SOURCES OF RESISTANCE -- A NEGATIVE IMAGE COMPROMISES YOUR CREDIBILITY -- COMMUNICATION MYTH #7 -- AUDIENCE PERCEPTIONS -- AUDIENCE PERCEPTIONS -- CONFLICTING BELIEFS, ATTITUDES, OR VALUES -- CASE PROBLEM: BELIEFS, ATTITUDES, AND VALUES -- COMMUNICATION MYTH #8 -- COMMUNICATION MYTH #9 -- A NOTE ABOUT "INFORMATION" AND "FACTS" -- REVIEW: IDENTIFYING SOURCES OF RESISTA+NCE IN DIFFERENT SITUATIONS -- COMMUNICATOR'S IMAGE -- CONFLICTING ATTITUDES, VALUES AND BELIEFS -- APATHY OR SKEPTICISM -- AUTHOR RESPONSE TO CASES -- CASE #1.

CASE #2 -- CASE #3 -- CASE #4 -- CASE #5 -- WHAT'S NEXT? -- SECTION IV: OVERCOMING RESISTANCE TO PERSUASION -- OVERCOMING IMAGE PROBLEMS -- OVERCOMING CONFLICTING AUDIENCE ATTITUDES, VALUES, OR BELIEFS -- OVERCOMING APATHY OR SKEPTICISM -- BE POSITIVE! -- REVIEW: SELECTING PERSUASIVE STRATEGIES-THREE CASES -- AUTHOR RESPONSE TO SELECTING PERSUASIVE STRATEGIES -- STRATEGIES -- SECTION V: FINAL REVIEW -- NINE RESOLUTIONS FOR EFFECTIVE PERSUASION.