WHEN Richard La Ruina talks, women listen.
When he whispers sweet nothings in their ears, they succumb to his charm.
But the self-confessed Romeo hopes men will take note of the words of wisdom in his latest book.
La Ruina believes the book, The Natural: How To Effortlessly Attract The Women You Want, is so powerful in conveying the art of seduction, that it comes with a warning.
"When you have completed this book, you will possess a kind of raw power that can at first be intoxicating," he writes.
"With this new power comes great responsibility … use these skills to treat women better, not worse.
"And when you find that someone special, offer the love and respect she deserves."
La Ruina, who has a reputation as one of the world's greatest seducers of women, will reveal all in the book, to be released next week.
Among his secrets of seduction are:
- An amateur pick-up-artist (PUA) should use two types of "openers" when first meeting a soon-to-be-seduced woman. Beginners should use an "opinion-opener", which guarantees a few minutes of conversation with a girl and goes something like this: "Do you believe in palm reading?" or "What kind of present should I get for my friend's girlfriend?" or "Do I look gay?"
- With a little more experience, he can advance to an "indirect-opener", which stealthily hides his romantic intentions: "If I didn't have a girlfriend and wasn't gay, you'd so be mine" or "My friend wants to know if you think I'm hot" or "Are you undressing me with your eyes?".
- But for an experienced seducer, who expects "super-fast" results, the "direct-opener" is a sure-fire bet: "You know what you remind me of? Someone I want to meet" or "I know this is kind of random, but I had to tell you that you're just too cute".
You may scoff, maybe even squirm a little, but it is all too easy to take La Ruina's lessons out of context.
He says his advice is not only for aspiring pick-up-artists, but also for men looking for love.
"You need to get the skills so that you can attract the women you want and not have to settle," he says.
"You also need a certain amount of experience to really understand yourself and women and to form that picture of the ideal woman for you. When you have a clear idea of what you want and the skills to attract women, you will be able to find love."
La Ruina holds courses that attract both younger and older men with very different results.
"Young guys are more open to try new things, are better at taking criticism and often have a lot of enthusiasm," he says.
"But, I remember a very successful guy in his late 50s, called Harry, who really transformed during a week-long course with us.
"He has a beautiful girlfriend now. We teach old guys to play to their strengths of high status and experience."
Believe it or not, La Ruina can empathise with the fate of lonely men.
He appears to have been a late bloomer in the romance stakes, too shy to kiss a girl or go on a date until the age of 21.
Desperate and unhappy, he decided to confront his shyness head-on by forcing himself to talk to thousands of women over the next few years.
His experiment worked. Really well.
By 2007, he had started his own dating company, PUA Training, and success followed.
The Natural is a culmination of all those years of hard work, and gives advice on body language, flirting, fashion, how to hold a conversation, how to get a phone number and, most importantly, how to "close" a seduction.
Whether it will transform a pimply teen into a slick Italian-suit-wearing Fabio is hard to tell.
At 32, La Ruina admits he is still learning, but he has totally changed his outlook towards women from that nerdy 21-year-old.
"Now that I'm older and have made up for all those missed years when I was young, I am looking for a serious relationship, even a wife," he says.
"So I'll remain a teacher, but in terms of actually getting in lots of 'practice', I intend to slow down.
"Most guys want to learn the skills and get into a relationship, so there is nothing wrong with me setting that example."
And if those three lines do not seduce a women, who knows what will?
The Natural: How To Effortlessly Attract The Women You Want by Richard La Ruina, published by Vermilion (RRP $19.95). Also available as an ebook.
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