Introduction
If reading this book doesn’t start a persuasion fire in you, then your wood’s wet. You’ll encounter astonishing, useful, surprising, novel, compelling, beguiling, and practical knowledge about how and why people change—simply through words and words alone. You have no idea what awaits you, but it’s good.
After reading this book, you will know how to change people with your words, enhance your ability to see persuasion attempts directed at you, and grasp persuasion as a fundamental element of human nature.
All this weaves into one huge advantage: skill. Through this book, you will explore, test, and strengthen your skills as a persuasion communicator in the real world—in real time, with real people. You will acquire the knowledge, ...

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