The art of persuasion

This book demystifies the psychology of influence, showing how the world's most persuasive politicians, advertisers, salespeople, and public relations executives work their magic. Like no other book, it explores the "hidden persuaders" that people respond to without thinking, and the skills that can be applied consciously and consciously—including building credibility, persuasive language, and analyzing the personality of their listeners—to get others to say "yes."