Early last year I read Richard Cialdini’s Influence: The Psychology of Persuasion
This is an older book that has been with us since 1983, and to say the book has been influential in the time since its publication would be an understatement. It has been translated into 26 languages, sold over two million copies, and is listed on Forbes’ “75 Smartest Business Books” list.
Matt is a master creator of viral phenomena and he mentioned this book as being a substantial influence on his own understanding of the art and science behind how people behave. The author introduces six principles of ethical persuasion: reciprocity, scarcity, liking, authority, social proof, and commitment/consistency, and uses a chapter to detail each of his principals with fantastic (and often funny!) real-life examples from human behavioral research. I am a believer that no matter what your industry or your profession, everyone’s job eventually is about sales – and sales is all about persuasion. If you are interested in getting a better feel for the tools of persuasion and some of the science that backs them up, I highly recommend this enlightening and entertaining book.
Related articles
- The Power Of Reciprocity In Business (techcocktail.com)
- Book Competition 2010: The Final Tally (pittsburghventures.com)
- Why ‘Social Proof’ Matters in Your Social-Marketing Success (marketingprofs.com)
