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.

1. Because

Others are more likely to perform a favour of you provide a reason. It doesn't even need to be a good reason.

Eg. Can I cut ahead, because I'm in a rush. Is much more likely to work than 'can I cut ahead.

2. Contrast

If you state a big number first, the lower number will appear to be even lower.

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

If someone does something for you, you'll want to return the favour.

Eg. If your given a gift you're much more likely to listen to what that person has to say.

4. Commitment and consistency

We have a desire to remain consistent with our actions. If we have someone slowly move on the direction we want, they'll be much more likely to continue when asked to do something bigger. We also want to appear constant when it comes to qualities we believe we have.

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

The more pain you go through to attain something the more you appreciate it.


Eg. A trophy is much more valuable when you have to train, compete and win, than a participation trophy.

6. Social Proof

We're much more likely to do something if others are doing it.

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're much more likely to say yes to people we like.

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

We're much more likely to say yes to an attractive person.

By merging attractive people with a product they hope we pass the qualities of the attractive person into the product. We do.

9. Mirroring

People will like you more of you mirror their body movements. Don't make it obvious /mock them.

10. Compliments

Even when they're not true people still like them and as a result like you more as well.

11. Association

People assume qualities about you with how they perceive the groups they believe you belong to.

Think stereotypes.

12. Authority

We give more weight to an opinion, depending on who said it.

An authority figure is more likely to be obayed and less likely to be questioned

13. Scarcity

We place more value on rare items/things that are hard to get.

14. Loss

We are more motivated by potential loss than potential gain.