Persuasion is a lot like sex.  You think you are better at both than you probably are at either, but since both are natural, who needs instruction?

The Intro chapters of the Primer will establish that, just like sex, persuasion is a skill and something you can get better at with a little education, practice, and motivation.  That improvement begins with Basics – the nomenclature, the lingo, the argot – the fundamental terms that mark the Is from the Is Not, or to be Cool Table Aristotelian, the A from the Not A, which in our case should probably be the P from the Not P.  From there you sharpen your focus with a look at Communication since without That, persuasion is impossible.  Check out the concepts, definitions, and most importantly, the Models.  Hubba-hubba.  Then to round us out we’ll look at the Stages of Change which explain how persuasion moves you.

Then, because I am now, always have been, and apparently always will be a neurotic introverted pocket protector wearing propeller head, we’ll look at the science behind persuasion which means Research Methods and Statistics.  Prove It! and Windowpane explore the fundamental forces of Science and discovers that persuasion actually employs methods that Galileo, Newton, and Einstein would feel comfortable with even though everyone knows that persuasion is just communication and communication is the major you take when you can’t get into the B-school, the Med school, or anything else except maybe Sports Management, Epidemiology, or Elementary Education.

And, since communication, and by inference persuasion, is so easy, we end the Intro with 60 Seconds, the part of the book you need to read if you haven’t attended any classes and realize that your Final Exam is tomorrow morning at 8am.  In just 60 Seconds you can read everything you need to know to become a genuine Persuasion Maven and maybe even pass that final!