"Charm" means the use of words. And charming and authoritative people can misuse it - that's why we get cults. They give people meaning, importance and community in their lives, the feeling they have the answers, ones that give them the security they've sought for years.
Use your brains, otherwise you're no better than some ditzy woman.
"Words are, of course, the most powerful drug used by mankind." - Rudyard Kiping