This book has a few valid points and good examples, but the good stuff gets lost in its verbosity (too many words, not concise enough) and quite a few dubious claims and pieces of advice.
The "Introduction" states "If reading this book doesn't start a persuasion fire in you, then your wood's wet." I found this sentence astonishing. Firstly, the author is (or is supposed to be) an expert on persuasion, and if he fails to persuade the reader, he should blame himself, and not the reader.
The introduction continues: "All this weaves into one huge advantage: skill. Through this book, you will explore, test, and strengthen your skills as a persuasion communicator in the real world - in real time, with real people. You will acquire the knowledge, desire, and action needed to improve your persuasion skills."
Firstly, how can one "explore, test, and strengthen" one's skills just by reading a book? Secondly, a book is not a real world. You may acquire knowledge from a book, even desire, but how does one acquire action?
Many other problematic claims abound, such as "All bad persuasion is sincere", claiming that sincere people aren't good persuaders (untrue). It even seems as if the author does not know the difference between that claim and "All sincere persuasion is bad". Even that claim would be incorrect!
Also, his "Rule No. 5" states: "If you can't succeed, don't try". But how do you know that you cannot succeed unless you try (and fail)? Even than, you may succeed by changing one or more aspects of your approach and trying again? Seems like a defeatist attitude to me ....
Spends far too much time on Pavlov's reflexes and conditioning (salivating dogs) and Stanley Milgram's electric shock experiments. How exactly does that relate to practical persuasion skills that can be applied in business or personal life?
In conclusion, follows in the trail of other persuasion books and suffers from the same ailments. I couldn't find any advice on how to persuade your boss to give you a promotion or a pay-rise, how to convince a client to engage you as a consultant or service provider or anything along those business lines.
The book was useless to me, but then again, perhaps I'm above the idiot level this series of books is clearly aimed at! If you consider yourself an idiot (and I doubt) you may find some pointers here on how not to be a complete jackass! But then again, the book's style and structure is so convoluted you may benefit from a Ph.D. in order to understand it fully.