The main premise of this book is that you, as a speaker, must speak in such a manner that the listener will believe you on a subconscious level, that is, with their "first brain," the primitive brain consisting of the brain stem and limbic system and opposed to the "new brain," that advanced, intellectual, conscious part developed later in our evolution and known as the cerebral cortex. This is accomplished by speaking naturally, comfortably, and with animation, speaking the truth. Unfortunately, the author takes the first 70 pages to establish this premise, something that could easily have been done in 10 pages. He provides example after example of speakers who do and do not speak to the first brain.
I could not finish this book because it was so dreadfully boring, repetitive and annoying! The editor should have slashed through half the text and tightened it up. An example of unnecessary writing follows: "If one is telling the truth there is nothing to be nervous about. And confidence will show. And listeners will see it. The continuous mind chatter of the listener will tell him or her about the behavior of the communicator. And what will be believed and trusted. Or not..." (Two paragraphs later) "So we need to establish trust immediately if we are to be believed. In your first meeting with a huge potential client in a selling situation-you need to establish trust. When you are in a seemingly compromising situation that is perceived erroneously-you need to establish trust. When you are the leader of a new group-you need to establish trust. You must get to trust, or you get nowhere." What's that again? Trust, you say? This type of writing goes on for PAGES!
If you, as a speaker, stand behind a podium, move very little, speak in a monotone voice, and recite facts from a piece of paper, then this book could not hurt you. If you are already adept at speaking to an audience from your heart with animation, then pass this up. It will be painful. I tried for several days to finish this book and just couldn't. And for me, that is rare.