Ever wondered what it’s like to get people to do whatever you want, whenever you want?

We all know people who are incredibly persuasive. With effortless charm, they manage to somehow gain our trust, interest and support, time and time again. Is it a gift they are born with? Is it all an illusion?

No, it’s the art of persuasion and you can learn it too.

We all rely heavily on our persuasive powers every day - whether you are trying to get people to agree with you, influencing others to make a decision, asking for something, or attempting to bring about a change of behaviour or attitude in others, your success will depend on how persuasive you can be.

Whether it's in your professional or your personal life, so much of your success in persuasion is down to a combination of self-assesment and situational assessment - being aware of what's going on inside you and being aware of what's happening around you. And the good news is that there are a set of golden behavioural rules that will boost your persuasive powers and get a positive result for you with increased regularity.

Based on years of analysing the behaviours and mind-sets of the most persuasive people around, Persuasion gives you the magic formula to master the power of persuasion – the ultimate way to achieve success in work and life.

"This book should be on every individuals bookshelf!"  Sir John Harvey Jones

A rare 'self-help' book - marvellously readable and fun. Hugely to be recommended.

Jilly Cooper

An indispensable handbook for all of us who need to get other people to do what we want.

Sir Antony Jay, co-creator and writer of BBC's Yes Minister

Persuaded? We were. Buy it.

Management Todaymagazine (voted "best of its kind")