The Only Authentic Book of Persuasion

Man and woman are the persuading animals-uniquely capable of influencing others through language, tone, and context.

There is no overriding issue more important in most people's daily life, pursuit of happiness, social interactions, life's pleasures, and virtually all of political matters than persuasion. It underpins relationships, workplace dynamics, legal debates, media, and personal choices.

Many, if not most, matters are wholly or partially related to persuasion, which is defined in this work-The Only Authentic Book of Persuasion: The Agenda-Spin Method (8th Edition) by Richard Vatz-as the strategic struggle of individuals to determine for their chosen audiences:

1.What we talk about, and

2.What it means.

This selection and framing are the heart of persuasion. The persuader does not merely reflect reality but helps shape the very way others see it.

Persuasion is not the only determinant in life, of course. There are some matters that lie mostly outside of persuasive control, such as congenital illness, sudden physical attacks, extreme weather events, aging, and death. Even these, however, will contain elements of interpretation, personal response, and varying degrees of spin, making them subject-at least in part-to persuasive framing.

This work, unlike virtually every other on this subject, boldly examines persuasion as residing within the active control of the persuader-not merely as a passive reaction to external events.