This book is written because persuasion is such an easily misunderstood art. Not many people is able to grasp the essence of persuasion or understand how to master the art of it to realize its full potential. Many people are also afraid that the persuader might deceive them. The truth is - persuasion, when appropriately used in the right context, can be an extremely important tool. I know this all sounds somewhat unreal at the moment, but it is true...