The Rules of Persuasion: How the World's Greatest Communicators Convince, Inspire, Leadand, Sometimes, Deceive

The Rules of Persuasion not only explains exactly how persuasion works in all forms of human communication, but it also presents a clear and effective model you can use to put the elements and chemistry of persuasion to work for you in your personal and professional lives.

Using insights and examples from art to history to literature to hip-hop, author Carlos Alvarenga updates and expands ideas first presented in Aristotle's Rhetoric, adding original observations regarding the role of the a...