Books: Quiver of tricks for winning customers

Familiar and new tales on the art of persuasion are sharpened for business relevance. Octavius Black salutes a punchy read.

Yes! 50 secrets from the science of persuasion; NJ Goldstein, S Martin and RB Cialdini; Profile Books £8.99.

You should read this book. You should read it because you'll enjoy it; because it's perfectly pitched for smart businesspeople; because it's easy to dip into while waiting for a colleague or a plane; and because if you don't, someone else is going to get one over on you. Perhaps they already have.

If you are now feeling more inclined to read Yes! 50 secrets from the science of persuasion, that's because I've used a few of the techniques described in this charmingly practical book.

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