Successful persuasion is about reading your audience-of one or one million-and creating a message that aligns with what they already believe. As a message strat

"An engaging, highly readable survey of the sophisticated methods of persuasion we encounter in various situations. From television to telemarketing and from se

Since the early 1960s, scholarly thinking on the power of U.S. presidents has rested on these words: "Presidential power is the power to persuade." Power, in th