RAND Media Launches The Skinny on Persuasion

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Newest Title Teaches the Art of Influencing Others

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Whoever you are and whatever you do, it’s critical to be able to convince others to see your point of view

The new publishing craze sweeping the nation, the illustrated, quick-read Skinny On™ books, has released its newest title, The Skinny on the Art of Persuasion: How to Move Minds.

21st century readers – time-pressured, web savvy and information overloaded – are no longer interested in traditional, single-spaced, all text books. That premise is the philosophy that launched The Skinny On™ book series from RAND Media.

Skinny On books prioritize what a reader really needs to know, and present the subject in an entertaining and illustrated story format. The Skinny On™ books are intended to be read in about one hour yet convey 90% of what people need to know about a particular subject.

Founder and creator Jim Randel, whose 2009 book The Skinny on the Housing Crisis was given the prestigious Robert Bruss award by NAREE, has decided to take a different approach to non-fiction publishing. Skinny On™ titles synthesize the most important information from various authors, experts, and celebrities in a concise and enjoyable format. Randel says of his newest title, “Whoever you are and whatever you do, it’s critical to be able to convince others to see your point of view”. The book explores the art of persuasion through a hilarious narrative about now-famous stick figure couple Billy and Beth.

Beth is in law school. Billy is a real estate agent who is having trouble making sales. Their “new friend” Jim is here to teach them how to influence others – how to move minds. Jim teaches Billy and Beth important techniques and practices such as:

  •     Methodical Preparation
  •     Skilled listening
  •     Playing on people’s desire for consistency
  •     The foot-in-the-door technique
  •     Taking advantage of mental short-cuts
  •     The rule of reciprocity
  •     Automatic vs. reflective systems
  •     Anchoring

Randel explains that persuasion is not about manipulation but rather staying honorable while employing strategic and powerful tools to influence another’s perception of facts or events. In making his points Randel uses real life stories, optical illusions, and even a magic trick while incorporating thoughts from famous trial attorneys, professors, psychologists, advertising professionals, and journalists.

Reviewers are thrilled with Rand Media’s alternative content presentation:

“This book caught me completely off guard – tons of substance in a fun-filled, one-hour read. My highest recommendation!” Mike Goss, Managing Director, Bain Capital

“These books kick rears and take names. Highly recommended. Author Jim Randel has created one of the best, most interesting series I’ve seen in a very long time.”
Mercury News, The Silicon Valley Newspaper

“Before I knew it, I had read and loved the whole book. I heartily recommend it – no matter how persuasive you think you already are.” Ken Solomon, CEO/Chairman, The Tennis Channel

And from Amazon readers:

  •     “I've studied sales & its bloodied sister, `persuasion', for over 18 years & have read hundreds of books on the subject. However this book SHOULD be included in any class on persuasion because it delivers many simple truths. These truths are often what make or break sales presentations.”
  •     “I’ve never liked nor believed in self-help books or series like Chicken Soup or Dummies. But I find this book has none of the attributes of those, and it influenced me to incorporate it into my life, and has persuaded me to its validity as a tool for my life. I’m among the converted.”
  •     “As a research psychologist, I was amazed that The Skinny On the Art of Persuasion follows the scientific method of defining the problem, reviewing past data, stating hypotheses, describing methods of investigation, gathering current data, logically stating conclusions and making recommendations. I strongly recommend this book.”

For more information, visit http://www.theskinnyon.com


Jim Randel, a graduate of the Columbia University College and Law School, has made his living as a real estate lawyer, developer, and entrepreneur. Randel has been a guest speaker at Harvard and NYU Business Schools, annual conventions for national organizations, and investor sessions in many large cities in the United States. Recent engagements include ABC, CBS, Fox, Fox Business and BetterTV.com. Throughout his career, Jim’s passion has been to teach and write. His first book, The Real Estate Game (CCH), was published in 1986 and received national recognition from investors and critics. From 1988 to 1990 he was a daily commentator on the Financial News Network (now CNBC). In 2006 he wrote Confessions of a Real Estate Entrepreneur (McGraw-Hill) which reached #1 in several Amazon categories.

Becky Manuel


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