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Cajole your boss into giving you a raise, win someone round to your point of view, or persuade your partner it's their turn to put out the trash - getting people to do what you want can be very handy.

Persuasion is a key element of all human interaction, from politics to marketing to everyday dealings with friends, family and colleagues.

Unfortunately persuasion is both notoriously difficult to pull off and almost impossible to resist when done well. Psychologists have long been fascinated by persuasion - why some people are more persuasive than others and why some strategies work where others fail. Over the next six pages we bring together some recent insights into the science of persuasion.

For those who don't want to be persuaded, there are lessons here too. Knowing the strategies charmers and advertisers adopt can help you resist their guile.