When being nice fails: the dark arts + project management

During projects our colleagues and clients look to PMs for leadership and direction. But when it comes to down to it, PMs rarely have direct power over anyone involved in a project. Instead we rely on our soft skills and winning personalities to coax, entice, and charm people into doing our bidding. And some days, that just doesn't cut it. While reading about content marketing and methods for influencing consumers, I began to wonder if I could apply those techniques to my own work. What can PMs learn from marketers? How might we use the dark arts of digital marketing to drive and motivate our colleagues, guide our projects, and achieve our ultimate goals?