The Art of Woo and over one million other books are available for Amazon Kindle. Learn more
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

The Art of Woo: Using Strategic Persuasion to Sell Your Ideas Hardcover – Bargain Price, October 18, 2007

See all 11 formats and editions Hide other formats and editions
Amazon Price New from Used from
"Please retry"
Hardcover, Bargain Price, October 18, 2007
$8.75 $15.17

This is a bargain book and quantities are limited. Bargain books are new but could include a small mark from the publisher and an price sticker identifying them as such. Details

Notable New Titles in Business & Money
Browse a selection of featured new business & money titles.

Special Offers and Product Promotions


Best Books of the Month
Best Books of the Month
Want to know our Editors' picks for the best books of the month? Browse Best Books of the Month, featuring our favorite new books in more than a dozen categories.

Product Details

  • Hardcover: 312 pages
  • Publisher: Portfolio (October 18, 2007)
  • ISBN-10: 1591841763
  • ASIN: B001KOTU7E
  • Product Dimensions: 9.1 x 6.2 x 1.1 inches
  • Shipping Weight: 15.2 ounces
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (38 customer reviews)
  • Amazon Best Sellers Rank: #1,042,896 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

Shell and Moussa, both on the Wharton School faculty, aim to help readers get attention and sell their ideas through strategic relationship-based persuasion, or "woo"-or "winning others over." The authors consider wooing to be one of the most important skills in a manager's repertoire; while the concept may seem simple, mastering it is an art. The challenge is in striking a balance between what the authors identify as the "self-oriented" perspective-where focus is on the persuader's credibility and point of view-and the "other-oriented" perspective, which focuses on the audience's needs, perceptions and feelings. Drawing on their experience in teaching executives to negotiate, the authors examine the most important moments of influence and provide a four-step process to achieving goals: survey your situation, confront the five barriers, make your pitch and secure your commitments. They offer a practical guide to improving one's wooing skills, highlighting successes and failures from history and the present day. An entertaining and useful guide to acquiring the power of woo, this book will help readers beyond the professional realm.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.


"An elegant listening experience." ---AudioFile --This text refers to the Audio CD edition.

Customer Reviews

Very practical and systematic, yet easy to read.
Stephen A. Swope
I know The Art of Woo will help anyone to further succeed in business and personal life.
On the whole, this 300-page book has been quite an entertaining read.
Lee Say Keng

Most Helpful Customer Reviews

29 of 29 people found the following review helpful By Russ Emrick VINE VOICE on November 16, 2007
Format: Hardcover
"The Art of Woo" hits on all cylinders, except perhaps its title. This book offers practical advice and a clear roadmap on how to persuade others, that is the selling of ideas. The book is entertaining, well written, and full of good stories, quotes, and historical personalities and business greats. I highly recommend this book for everyone because all of us has to sell our ideas: to our families, co-workers and clients. As Lee Iacocca said "you can have brilliant ideas, but if you can't get them across, your ideas won't get you anywhere."

What makes "The Art of Woo" so good is its emphasis on relationships and people skills. Woo is about "relationship-based persuasion, a strategic process for getting people's attention, pitching your ideas, and obtaining approval for your plans and projects." In our manically fast email impersonal technology driven world "woo is about people, not saving time."

The book includes self-tests, practical tips, and a clear strategy: 1) survey your situation 2) confront the five barriers 3) make your pitch, and 4) secure your commitments. The barriers include relationships, credibility, communication mismatches, belief systems, and interests and needs. The authors recommend other books and have documented their research.

Lastly, this book pulls together much of the famous material of other persuasion books, such as Robert Cialdini's "Influence: the Psychology of Persuasion," "Soft Selling," and "Blink". The book quotes Steven Covey, Marcus Buckingham, and dozens of business and historic leaders (Churchill, Franklin, Andy Grove, Sam Walton, etc.) If you only have time to read one book on persuasion this is an excellent choice.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
24 of 24 people found the following review helpful By Dr. Richard G. Petty on November 18, 2007
Format: Hardcover
Two things attracted me to this splendid little book. First, when I saw it in a bookstore, the clever title seemed to be a play on words - The Art of War - with a cover of one bird trying to persuade - woo - another. Second was a brief but enticing review in Time magazine.

I am delighted that these two factors lead me both to buy and read the book.

The authors are both on the Faculty of the Wharton Business School in Philadelphia, and by "Woo" they do indeed mean the art of the relationship, by which they mean the ability to win over colleagues and co-workers, clients and customers. We all have different motivations for doing the things that we do, and a half-century of research has shown that they cannot simply be reduced to pain and pleasure. Things are often a lot more complex than that. So the ability to influence has to be similarly multifaceted.

Many great leaders have had this remarkable ability to bring people on board by using emotionally intelligent persuasion in place of coercion. It is no surprise that the authors use Napoleon Bonaparte and Abraham Lincoln as two examples of people who were masters of the art of "woo," before also describing a number of famous people form the business world.

Since a viable interpersonal relationship requires more than one person, the book examines "woo" for people throughout an organization. So you can certainly sell yourself and your product, but it is best to do the selling after learning about your own strengths and weaknesses, so that you develop a style based on a dynamic self-awareness.

The authors use a model based on five styles, to describe different approaches to persuasion:
Driver (e.g. Andy Grove of Intel fame)
Commander (e.g. J.P. Morgan)
Promoter (e.g.
Read more ›
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
10 of 11 people found the following review helpful By Robert Morris HALL OF FAMETOP 100 REVIEWERVINE VOICE on March 7, 2008
Format: Hardcover
Almost 2,500 years ago, one or more of Aristotle's students assembled notes they had taken during his lectures and compiled them in a single volume now known as "The Rhetoric." To the best of my knowledge, that is the earliest text on the general subject of persuasion. In essence, Aristotle suggests that there are four levels of discourse: exposition that explains with information, description that makes vivid with compelling details, narration that tells a story or explains a sequence, and finally, argumentation that convinces with logic and/or evidence.

In their book, G. Richard Shell and Mario Moussa develop in a modern context many of Aristotle's ideas about principled as well as effective persuasion. The objective of Woo is to win others over to mutual advantage. That is, Woo "is relationship-based persuasion, a strategic process for getting people's attention, pitching your ideas, and obtaining approval for your plans and projects. It is, in short, one of the most important skills in the repertoire of any entrepreneur, employee, or professional manager whose work requires them to rely on influence and persuasion rather than coercion and force."

Shell and Moussa recommend a four-step process to achieve influence goals and then thoroughly explain how to complete each. More specifically,

First, survey the given situation by forging and polishing the idea, map the decision process by understanding the social networks within the organization, determining which persuasion style will be most effective, and summoning whatever passion and conviction may be necessary to achieve the desired objective.
Read more ›
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

Most Recent Customer Reviews

More About the Authors

Discover books, learn about writers, read author blogs, and more.