I first read "Influence: The Psychology of Persuasion," by Dr. Robert B. Cialdini, when I was in college at SDSU (Go Aztecs!). Reading this book gave me a new appreciation and for sales, marketing and advertising. For the first time, I saw those careers as "sciences" of sorts. Ultimately, in sales, marketing and advertising it's about psychology and sociology. There is a trigger, a cause and a reaction. Personally, I think that the smartest individuals are those who can teach, … more
Although this is not a new book, its insights remain as true today as ever. Robert Cialdini dissects the way people are convinced to do things, and presents them in a one-item-per-chapter format. His basic thesis is that the brain is designed to make snapshot decisions in order to survive, and while many of the cues its based upon are helpful (ie. seeing people running from a burning building), many have become designed to deceive (ie. the attractive salesperson drawing … more
Someone just replaced my sales six shooter with an AK-47. Wow! This is a very valuable book, not just for sales but for life. He has five main areas on what influences us. I have used them all, but now I really know how to use them: Reciprocation ( I give you a bit to get a lot) , Commitment and consistency (If I get you to state in public what you will do, you will likely do it), Social Proof (If you see others doing it you will too), Liking, (All I need is you to like me and if I provide a good … more
There are two main reasons to read this book. 1. You want to influence someone. 2. You want to be aware of when someone is trying to influence you. The author provides a very well written book that in my opinion is the bible of influence. The book has 7 chapters, 6 of them cover reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. Pretty basic human needs/emotions, but they really do drive most of our … more
Arguably the best book ever on what is increasingly becoming the science of persuasion. Whether you're a mere consumer or someone weaving the web of persuasion to urge others to buy or vote for your product, this is an essential book for understanding the psychological foundations of marketing. Recommended.