Music is much like smells in that our brains link music with attitudes and experiences from our past. Music is closely tied to our emotions. Think of the theme music from Rocky and then think of Jaws; the two movie themes evoke different emotions, don't they?

Local gyms pipe upbeat music outside to get passersby to associate it with high energy and good times inside. In one case, a local convenience store had problems with teenagers loitering outside. The store wanted the teenagers' business, but didn't want the drugs and fights that seemed to go with it. To that end, they decided to play a Frank Sinatra song outside the store and soon found that the teenagers voluntarily stopped loitering. On a personal level, you may still remember that particular song played during the dance with your high school flame. Music has a powerful pull on all of us and triggers instant memories.

Because music is so powerful, persuaders need to carefully select the songs they're going to use. Advertisers often use a popular song or a catchy jingle. Notice the next time you watch television how many songs you recognize from all the commercials-you will probably be surprised. Every time the ad is played, the tune reinforces the product's appeal. Music is universal because it has the power to evoke the emotions shared by all of humanity.

Kurt Mortensen

Kurt W. Mortensen is one of America's leading authorities on persuasion, motivation and influence. Kurt spent 15 years researching personal development and motivational psychology and is currently a professor on the university level. He offers his speaking, training, and consulting programs nationwide, helping thousands achieve unprecedented success in business and personal endeavors. Kurt is author of Maximum Influence, an Amazon.com bestseller and is endorsed by Stephen R. Covey, Brian Tracy, Robert Allen, and Mark Victor Hansen.

?This is truly remarkable information,? said Dr. Stephen R. Covey, Author of The 7 Habits of Highly Effective People. ?It is based on solid scientific research and extensive field experience. It contains unbelievably comprehensive and fresh new angles and insights to persuasion, using immensely practical examples.?

"This is a great,? said Brian Tracy, Author of Advanced Selling Techniques. ?Magnetic Persuasion shows you how to immediately influence and persuade other people in every area of your life."

Mortensen received a bachelor?s degree in Communications/Advertising from Brigham Young University in 1992 and an MBA in Marketing and Consumer Behavior from the University of Pittsburg in 1993. He presented on the speaking circuit with Brian Tracy, Dennis Waitley, and Les Brown.

He teaches that success in every aspect of life depends on the ability to persuade, motivate, and influence others. He combines scientific research with real-world studies to provide the most authoritative and effective arsenal of proven techniques for persuading, influencing, and motivating others.

?Kurt has provided the most complete work on persuasion and influence I have ever read,? said Robert G. Allen, Author of Nothing Down, Multiple Streams of Income, and The One Minute Millionaire. ?Nowhere in persuasion literature have I ever seen the art and science broken down into such thorough and easy-to-understand concepts, covering every aspect of persuasion imaginable.?