Book review by Richard L. Weaver II, Ph.D.
People like stories--case studies, as it were--and if you enjoy them as well, you will like this book, because it consists of one story after another. It is important to note, however, that although stories may be compelling, they are strictly anecdotes and do not comprise evidence, research, or any kind of proof. Other than stories, the authors' personal experiences, and the information they gleaned from people they interviewed, there is little else here to convince readers that what they say is truly effective. What makes their ideas and suggestions potentially operative, however, is that most of them are common sense.
There are no footnotes; there is no bibliography; there are no additional resources; and there is no reliance upon what is already known about effective persuasion. That does not mean their ideas and suggestions are nonsense, it just means that readers must depend on the authors' insights, observations, case studies, and personal judgment. If that is sufficient to convince you their ideas are sound, then you will like this book and find the information both interesting and useful.
Basically, their advice boils down to this: to be an effective persuader requires that you be audience/listener centered. If you are sensitive to your audience---your listener(s)---you will be successful. This is good advice, to be sure, but it doesn't require 249 pages of touching--one reviewer used the word "heartwarming"--stories to make the point. (There is an index, but I think the only reason for it is so that all the individuals associated with the stories and case studies scattered liberally throughout the book, can locate what the authors' said about them or their experiences.)
Incidentally, I found the book very easy to read. The case studies are delightful, to be sure. And the whole book is a quick read. But, you are unlikely to find anything new here. I thought Chapter 13, "Do More Before, During, and After" (pp. 157-170), was especially poignant, because it reminded me of my "and then some" philosophy. It was the philosophy that gave birth to And Then Some Publishing, LLC, and most all of the books we publish subscribe to that way of thinking. That approach is underscored, too, in their Chapter 14, "Do More in All Three Value Channels" (pp. 171-182).
This is one of those "arm-chair books." When you have time on your hands and are looking for something to entertain yourself--just simple pleasure reading--this is the kind of book that delivers an unsophisticated treat in an uncomplicated, straightforward, intelligible, and accessible manner. It will not challenge you nor offer any new insights, but, in its own user-friendly, unpretentious, unadorned, and candid way, it will offer an enjoyable, relaxing read. For some people and on some occasions, that's sufficient.