The Rules of Persuasion: How the World's Greatest Communicators Convince, Inspire, Lead-and, Sometimes, Deceive

  • 8h 56m 4s
  • Carlos A. Alvarenga
  • Gildan Media
  • 2023

Have you ever wondered what makes someone convincing or why some messages persuade when others do not? Have you ever struggled with how to create a persuasive message, story, or presentation? Do you want to understand how persuasion can be used to corrupt or to achieve dangerous ends?

The Rules of Persuasion not only explains exactly how persuasion works in all forms of human communication, but it also presents a clear and effective model you can use to put the elements and chemistry of persuasion to work for you in your personal and professional lives.

Using insights and examples from art to history to literature to hip-hop, author Carlos Alvarenga updates and expands ideas first presented in Aristotle's Rhetoric, adding original observations regarding the role of the audience in persuasion, persuasion in social media, as well as what happens when the rules of persuasion are used to deceive and corrupt audiences—even entire nations.

About the Author

Carlos A. Alvarenga is a researcher, author, and educator. He has served as a senior research fellow and adjunct professor at the University of Maryland’s Robert H. Smith School of Business and as an advisor to the Georgetown University SCS master’s degree program. In addition, Alvarenga is a private coach to senior leaders on persuasive communication.

Prior to his current roles, Alvarenga was the executive director of World 50 Labs, the member-innovation team at World 50, Inc. Before World 50, he was a principal in Ernst & Young Advisory Practice and, prior to EY, a managing director at Accenture.

Alvarenga received his BA in Humanities and Greek (Magna Cum Laude) from Hampden-Sydney College in Virginia, where he was a member of the Phi Beta Kappa honor society. He also attended the postbaccalaureate program in Classics at the University of Pennsylvania.

A father of two, he resides in Bethesda, Maryland with his wife, a physician/researcher at the National Institutes of Health.

You can read more about my past, present, and future writing projects on my website:

In this Audiobook

  • Introduction
  • Chapter 1 - What Is Persuasion?
  • Chapter 2 - Persuading with Character
  • Chapter 3 - Persuading with Argument
  • Chapter 4 - Persuading with Emotion
  • Chapter 5 - Uniting the Three Modes
  • Chapter 6 - The Role of the Audience
  • Chapter 7 - Persuasion and Technology
  • Chapter 8 - Putting the Rules to Work
  • Chapter 9 - The Dark Side of Persuasion
  • Chapter 10 - Final Thoughts
  • Afterword
  • Acknowledgments