JK: A brand-new book by psychologist Robert Cialdini (https://www.amazon.com/Pre-Suasion-Revolutionary-Way-Influence-Persuade-ebook/dp/B01C36E2YS) looks to general principles of persuasion - from business, psychology, politics, and other fields. Cialdini argues that effective persuasion is less about “altering a listener’s attitudes, beliefs, or experiences” than changing a listener’s “state of mind”.
There is certainly a lot of research in political science that demonstrates the effectiveness of emotional appeals. For example, see Ted Brader’s work (http://press.uchicago.edu/ucp/books/book/chicago/C/bo3640346.html).
Enthusiasm, for example, tends to reinforce individuals’ pre-existing opinions while anxiety has somewhat of the opposite effect, moving individuals to reevaluate their options. In Samara’s work, she finds that threat can drive individuals to support policies that actually counteract their own party, when those preferences line up with the individual’s other identity groups (http://faculty.wcas.northwestern.edu/~jnd260/pub/Klar%202013.pdf). Emotions can be an effective way to persuade.
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https://www.biggerpockets.com/blog/real-estate-investment-analysis
"what to avoid when negotiating "
https://www.amazon.com/Never-Split-Difference-Negotiating-Depended/dp/0062407805
https://www.amazon.com/Crucial-Conversations-Talking-Stakes-Second/dp/1469266822
https://www.amazon.com/Pre-Suasion-Revolutionary-Way-Influence-Persuade-ebook/dp/B01C36E2YS
https://www.amazon.com/Influence-Practice-Robert-B-Cialdini/dp/0205609996
https://www.masterclass.com/classes/chris-voss-teaches-the-art-of-negotiation
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