Why are some people so good at persuading others to buy their product or service? How are some people able to (as the saying goes) sell ice to eskimoes? Here is the answer.

Once again, the characters are Billy and Beth. Billy is a real estate broker who is not doing so well. Mary, one of his co-workers, gets all the phone calls, and is selling many more houses. Billy thinks of Mary as an insincere flatterer who simply tells people what they want to hear, so she is "cheating," right? Billy doesn't know that the first step in fixing your frustration is to look in the mirror. You can't control other people, only yourself. Beth is a paralegal going to law school at night. She invites Billy to attend a session of a course on persuasion taught by Jim Randel, the book's narrator.

The book also explains the rules of persuasion. People are persuaded by people they "like." Find some common ground with the person you are trying to persuade. Consider adopting the vocabulary and speech patterns of the other person; it helps put them at ease. Effective persuasion does not just happen; preparation is vital. Learn to listen to the other person (put another way, know when to shut up). A good way to be "liked" by the other person is to listen to them. You might also pick up clues to what the other person is thinking, and how they can be persuaded. Try very hard for consistency with past commitments and statements. To make decisions, some people tend to use shortcuts. People follow celcbrities, crowdsm and authorities. Logic is rarely used in making decisions. Learn how to access people's emotions. Integrity is very important in persuasion.

Perusasiveness can be learned, without needing to resort to manipulation. Understand the rule of repicrocity; people don't like to feel indebted. Do not overdo it; subtlety works equally well.

This is part of a series that distills a large subject (like how to be persuasive) into a short and easy to read book that is made for busy people. It saves the reader from having to read many books on the topic. This book (along with the rest of the series) is very highly recommended. ( )

This book provides sound information in an engaging, conversational style. Information is presented in short frames with simple visuals. The information is concise. The essence of the topic is covered in a fun way that keeps the reader’s attention. The book can be read in an hour or so; excellent for people in a hurry or who don’t like to read. For those who want more details on the subject, the reading list at the end provides sufficient recommendations. This book is a good introduction to the subject and a handy resource. There is even a removable bookmark printed with the nine rules of persuasion the reader may use as a quick reference. A good book for those new to the subject or for those who want a quick refresher. ( )

The Skinny on the Art of Persuasion is a self help book that presents information for effective behavior in a simple, direct, and entertaining format. It follows the scientific method of defining the problem, reviewing past data, stating hypotheses, describing methods of investigation, gathering current data, logically stating conclusions about the hypotheses, and making recommendations for future study.

As a research psychologist, I look for these scientific components in articles and books when I review them for my own research and practice. In the beginning of the book, operational definitions are presented. These are very specific definitions of key words, like persuasion, that describe how a concept is observed, manipulated, and measured in the book. A review of the relevant scientific literature is presented in a way that is useful to the reader. Sources are cited in the text and references are provided at the end of the book. Rejectable hypotheses are operationally defined and included in the work. These are important because irrefutable hypotheses are simply opinions of the author, not scientific results. The results are in the form of fictional and actual examples of observation, manipulation, and measurement. The reader learns about the results through stick figure scenarios and photographs. Repetition of key concepts is an effective means of reinforcing what the reader has learned in the sections. Decisions about the hypotheses are made at the end of the book in summary form allowing the reader to transfer knowledge from the book to actual work and social situations.

The approach to cognitive and behavioral change used in "The Skinny on..." series is used widely in the military and service organizations. It appeals to all levels of intelligence and is remarkably effective in flexible application to a wide variety of situations. As advertised on the cover, the book delivers "knowledge that sticks." This volume on the Art of Persuasion works because of Jim Randel's use of cognitive/behavioral principles of correct observation, listening, caring, controlling yourself, changing cognitive dissonance, maintaining a professional relationship, delaying gratification, remaining logical when others are emotional, producing positive emotions in others, and practicing restraint when using the power of persuasion. I strongly recommend the book to readers who have an hour to improve their understanding of the potential they have to persuade others. ( )