Joseph J. Romm books

Language Intelligence: Lessons on Persuasion from Jesus, Shakespeare, Lincoln, and Lady Gaga (2012)

You can almost get what this book has to offer just from it's table of contents. Romm makes the case that persuasion at a mass scale (eg, political campaigns, advertising, pop artists) succeed based on a few principles, each of which is a chapter in this book. The most fundamental are 'short word...