With a few exceptions—the Latin poet Ovid, the medieval troubadours—men did not much concern themselves with such a frivolous art as seduction. Then, in the seventeenth century came a great change: men grew interested in seduction as a way to overcome a young woman’s resistance to sex. History’s first great male seducers—the Duke de Lauzun, the different Spaniards who inspired the Don Juan legend—began to adopt the methods traditionally employed by women. They learned to dazzle with their appearance (often androgynous in nature), to stimulate the imagination, to play the coquette. They also added a new, masculine element to the game: seductive language, for they had discovered a woman’s weakness for soft words. These two forms of seduction—the feminine use of appearances and the masculine use of language—would often cross gender lines: Casanova would dazzle a woman with his clothes; Ninon de l’Enclos would charm a man with her words.

At the same time that men were developing their version of seduction, others began to adapt the art for social purposes. As Europe’s feudal system of government faded into the past, courtiers needed to get their way in court without the use of force. They learned the power to be gained by seducing their superiors and competitors through psychological games, soft words, a little coquetry. As culture became democratized, actors, dandies, and artists came to use the tactics of seduction as a way to charm and win over their audience and social milieu. In the nineteenth century another great change occurred: politicians like Napoleon consciously saw themselves as seducers, on a grand scale. These men depended on the art of seductive oratory, but they also mastered what had once been feminine strategies: staging vast spectacles, using theatrical devices, creating a charged physical presence. All this, they learned, was the essence of charisma—and remains so today. By seducing the masses they could accumulate immense power without the use of force.