Too bad his example was crap. Using Aristotle to point out seedy sales tactics is fine, but at least give a counter example to the sales course spam.

Check out the classic Influence: The Psychology of Persuasion

https://www.amazon.com/Influence-Psychology-Persuasion-Rober...

That book is excellent, love the combination of research and anecdotes.

Article is just about Ethos/Pathos/logos, aka shit you learned in highschool english.

I prefer:

Find the individuals profit motive and appeal to it.