She is basically repackaging Aristotle's Rhetoric for modern business folk who skipped that class in college. "Of the modes of persuasion furnished by the spoken word there are three kinds. The first kind depends on the personal character of the speaker; the second on putting the audience into a certain frame of mind; the third on the proof, or apparent proof, provided by the words of the speech itself." To that, she has added various forms of bribery, which aren't really forms of persuasion.

Read the original here: http://classics.mit.edu/Aristotle/rhetoric.html