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Yes!: 50 Scientifically Proven Ways to Be Persuasive
272 pages, 2009
Persuasion is not only an art, it is also a science. Researchers who study it have uncovered a series of hidden rules for moving people in your direction.
Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too. Often counterintuitive, the findings presented in this book will steer you away from common pitfalls while empowering you with little-known but proven wisdom.
Robert B. Cialdini's research shows that people are more likely to say 'yes' to those who have done something for them first. This is the principle of reciprocity. So, if you want to persuade someone, try doing them a favor first.
In his book, Cialdini explains that we often look to others to decide how to behave. This is known as social proof. If you want to be more persuasive, show that others are already doing or supporting what you're suggesting.
Cialdini found that people like to be consistent in their actions and decisions. If you can get someone to commit to a small action, they're more likely to agree to a larger request later. This is a powerful persuasion technique.
It's no surprise that we're more likely to say 'yes' to people we like. But did you know that we also tend to like people who are similar to us, who compliment us, and who cooperate with us? Cialdini suggests using these factors to increase your likability and persuasiveness.
According to Cialdini, people value things more when they're scarce. If you want to persuade someone, make them see what they stand to lose if they don't act. This can create a sense of urgency and make your request more compelling.