Influence (book Takeaways)
This is what I took away from the book Influence by Robert B. Caldini.
Great book about persuasion. I highly recommend you read it, really good book.
Great book about persuasion. I highly recommend you read it, really good book.
1. Because
Eg. Can I cut ahead, because I'm in a rush. Is much more likely to work than 'can I cut ahead.
2. Contrast
Eg. I'm not asking you to pay £500 for this. I'm only asking for £300. Is better than saying 'this costs £300.
Ask for a bigger favour, before you ask for the real favour.
Notice how sales people use the contrast principle to get you to buy from them.
3. Reciprocity
Eg. If your given a gift you're much more likely to listen to what that person has to say.
4. Commitment and consistency
Eg. I saw you help that old woman. That was very kind and generous of you. I'm actually seeking out those exact qualities. Would you like to help out more people by providing them with water for their city? Would you be able to provide any money to help us?
Getting a written commitment will be much more effective as their is now physical proof.
Public commitments tend to be lasting commitments
Comitments are stronger when people believe they made the choice themselves.
5. Pain
Eg. A trophy is much more valuable when you have to train, compete and win, than a participation trophy.
6. Social Proof
When we're uncertain we're much more likely to follow the group.
We will use the actions of others to decide proper behaviour for ourselves, especially when we view those others as similar to ourselves
Eg. Everyone else is wearing a mask, I probably should as well.
7. Liking
We like people who are similar to us. Highlight similarities and you'll become more liked. Look for similar backgrounds or interests.
If people work together on a goal they'll build a stronger bond.
Eg. You'll be more likely to say yes to 'I was talking to your friend, Brian, and he recommended you for this product that I'm offering' too 'I'm selling this, are you interested?'. Because we like our friend.
8. Attractiveness
By merging attractive people with a product they hope we pass the qualities of the attractive person into the product. We do.
9. Mirroring
10. Compliments
11. Association
Think stereotypes.
12. Authority
An authority figure is more likely to be obayed and less likely to be questioned
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