The book is direct, clearly written, with many practical examples. There are books on the market that are more detailed in specific topics such as active listening, but as an overall practical guide to improving social effectiveness through starting and maintaining conversations, this is excellent.
The key to good converstation, per the author, is asking open ended questions that focus on the other person. Be actively engaged in the conversation through active listening.
The book also goes into how deliver honest positives, even when that is difficult. You could call this "spin", but it is spin in the more positive sense, as opposed to what some politicians have performed.
The book also deals with how to communicate personal information to maintain and develop the conversation, use of body language, active listening, issuing invitation (conversations and other), handling criticism, defusing difficult situations, and requesting change of behaviors in others.
As I said, the book is well written, covers each subject well, with plenty of useful examples. If you liked Covey's "Seven Habits", you'll like this book. I plan to make use of many of the techniques.