This is the world of ‘pre-suasion’, where subtle turns of phrase, seemingly insignificant visual cues, and apparently unimportant details of location can prime people to say ‘yes’ even before they are asked. And as Cialdini reveals, it’s a world you can master. If you understand the tools of pre-suasion, you will better placed to win a debate, get support for an idea or cause, promote a campaign – even persuade yourself to do something you find difficult.

How to Win Friends and Influence People by bestselling author Dale Carnegie gives you time-tested advice and simple techniques on how to deal with people, understand them and get along with them. This book tells you how to Improve your conversation skill Avoid arguments and win people over Make friends easily Become a people person.