This book will help the reader overcome fear and uneasiness when it comes to persuading others to alter their behaviors or beliefs by offering scientifically proven communication strategies and tactics with sample “scripts” that can easily be altered for various situations. But more than that, it offers a framework for determining that your tactics are ethical.

Introduction -- Establishing one's persuasive objectives and tactics -- Making a lasting, credible, persuasive, and ethical first impression -- Research your prospect's wants, needs, job(s), organizations, & lifestyle(s) -- Create a reciprocal relationship between you and your prospect(s) -- Persuade others and make your prospects want to believe in your proposal -- Use "social proof" to persuade the prospect(s) -- Keeping group and interpersonal discussions relevant and "on track" -- Build your own credibility -- Move to a decision -- The motivations for taking action -- Present your message in a campaign -- Calls to action, the ethics of persuading and influencing others, and promoting one's skills.