I actually picked this book up one day in a local bookstore. I stumbled across it and found it interesting because I just so happened to have a 7-minute persuasion speech due that following friday in my public speaking class at my community college. I thumbed through it and actually read a few excerpts there. The book actually helped me to further plan my speech because I used psychology to appeal to my audience. Persuasion is based on people accepting your ideas. The best part is you can persaude someone to like something they may have not liked in the past. This book helps to get into the minds of the average listener, and discover what appeals to the average senses. The book also helps to determine different styles of audiences, and what you can do to appeal to them psychologically. I definitely plan to do some further reading in this book.