The author, Robert Cialdini, has pulled off a difficult trick. This is a serious academic book that is tremendously easy to read and very entertianing. He sets out the basic principles of persuasive techniques using anecdotes and experiments.
You will really enjoy this book and, if I am right and how to persuade people becomes an important part of the political debate, you will also be really pleased you read this.
Robert’s website is here: www.influenceatwork.com and you can buy the book from my online shop.
The Incisal Edge 