I find myself actually hesitant to link to ChangingMinds.org, because

• I haven't (and won't) thoroughly explored it's claimed 1700+ pages
• Some of it is straight bullshit

But there's a lot of broadly applicable information presented quite amorally. It comes from a corporate perspective, but that's okay. It identifies patterns you will see in use all around you if you keep them in mind. I invite your attention to Leadership, Propaganda, and Sales in particular as topics of interest, as well as the entire section on Techniques.