Influence _ The Psychology of Persuasion by Robert Cialdini ► Book Summary

  • Book Name - Influence _ The Psychology of Persuasion
  • Book Author - Robert Cialdini

Influence by Robert Cialdini is one of the top 10 books that have made a major impact on my life and it can for you too. Read this article to the end to learn the six weapons of influence, that can dramatically improve your relationships, business, and career goals.

The first weapon is reciprocation. People don't like feeling they owe someone something. To make someone feel this way, offer them a free gift or favour. Often this will lead to a bigger reciprocal response. This is why you seem marketers offering you that free pdf, 10 ways to make money online fast. Marketers give you a small gift jam-packed with value, and hope that you reciprocate by buying their 47 dollar video course. I used this principle to get my first mentor. I offered to manage his Facebook page for free, and he reciprocated by inviting me to a video call. The bottom line is if you want something from someone, offer them something small for free.

Moving on to weapon number five, commitment and consistency. Humans tend to do something once we agree to it verbally or in writing. This is why marketers offer us a trip-wire product. A trip-wire is an irresistible low risk paid offer, like a seven dollar e-book for example. You're more likely to buy more books or products from the same author. The same goes for your personal goals. Write them down or tell your friends that you'll lose five kilogrammes over the next three months or be making 1000 dollars per month by the end of the year. You're more likely to commit.

The next weapon social proof. When people are unsure about a course of action, they tend to look to those around them to guide them. For example, would you buy book A with zero reviews or book B with 165 reviews? If you're like me you chose B. No reviews leaves us with uncertainty. You'll also appear more attractive at a night club if you bring friends with you. It demonstrates that you're attractive, because other people want to be around you. This social proof.

The next weapon is liking. People prefer to say yes to those they know and like. We automatically attribute traits such as honesty, talent, and intelligence to attractive people. We gravitate to people who share similar views, interests, and values as ourselves. Perhaps you want to get a girlfriend or attract a new client for your business. You need to find areas of shared interests to increase report and ultimately become more likeable.

The second to last weapon is authority. The more authority you are perceived as having, the more likely others are to comply with you. Imagine you've contracted a horrific brain tumour. You're rushed to the doctor's surgery. You're thrown onto the operating table. You look up and you see a man dressed in a Santa suit. Do you trust this guy to diddle daddle with your brain? Of course not. But if he was wearing a white doctor's coat and had a stethoscope around his neck, you probably would right? It immediately tells you he's a doctor. And he knows his stuff. It conveys authority so we trust him. This is the reason I spent five times more than I normally would on a new pair of shoes for when I go to business networking events. To bring the point home, there's a classic scam where thieves dress up in official looking uniforms, and pretend to be parking inspectors. They appear authoritative. They lie that the ticket machine is broken. And asks civilians to pay them the parking fee. But you didn't hear that from me.

The final weapon is scarcity. The thought of losing something motivates us more than the thought of gaining something of similar value. This is exactly why advertisers ask you to buy that new camera at a discounted price for a limited time only. The power of scarcity extends beyond selling cameras. I take advantage of the principle by letting others know that I have a tight schedule so time with me becomes a scarce opportunity. And therefore increases my value as a human being. I also don't respond to Facebook messages instantly which shows I've got more meaningful things to do. So to sum up, any time you want something from someone else, always consider what weapons of influence you can use.

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