The Power of Persuasion: Becoming a Merchant in the 18th Century.

This article discusses the book "The Power of Persuasion: Becoming a Merchant in the 18th Century" by Lucas Haasis. The book examines the establishment phase of a wholesaler in the 18th century using a collection of 2,286 letters from Hamburg merchant Nicolaus Gottlieb Luetkens. Haasis analyzes the letter-writing practices of merchants and identifies nine principles of persuasion that were crucial for success. The book also explores the five stages of a young merchant's career, including commission trading, investments in shipping, and the founding of a trading company. While the book has some organizational flaws, it provides valuable insights into the history of overseas-oriented trade in the 18th century. The article suggests that historians interested in German trade history may find the book useful. [Extracted from the article]