alt Hacker NewsIt seems to be a rather brilliant piece of marketing to put that phrase in the title. It raises curiosity in a way that a generic "make friends" does not. (The "win" is a subtle move also.)
Once the readers are drawn in, whether from base or nobler instincts, the book can try to influence its readers into being nice.
Only trouble is that it may push away those who are "already nice" enough to feel bad about manipulating people.
The book "Getting to Yes" covers similar terrain, from a different angle, but still targeting Win-Win, without sounding as manipulative as "influence people".
BTW, Dale Carnagey changed his name to crease a false association with Andrew Carnegie.
So there is good reason to distrust Dale and his followers.