- Paperback: 272 pages
- Publisher: Free Press; Reprint edition (Dec 29 2009)
- Language: English
- ISBN-10: 1416576142
- ISBN-13: 978-1416576143
- Product Dimensions: 12.7 x 2.5 x 20.3 cm
- Shipping Weight: 181 g
- Average Customer Review: 13 customer reviews
- Amazon Bestsellers Rank: #40,516 in Books (See Top 100 in Books)
Yes!: 50 Scientifically Proven Ways to Be Persuasive Paperback – Dec 29 2009
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New York Times bestselling introduction of fifty scientifically proven techniques for increasing your persuasive powers in business and life Small changes can make a big difference in your powers of persuasion What one word can you start using today to increase your persuasiveness by more than fifty percent Which item of stationery can dramatically increase peoples responses to your requests How can you win over your rivals by inconveniencing them Why does knowing that so many dentists are named Dennis improve your persuasive prowess Every day we face the challenge of persuading others to do what we want But what makes people say yes to our requests Persuasion is not only an art it is also a science and 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 Co-written by the worlds most quoted expert on influence Professor Robert Cialdini Yes presents dozens of surprising discoveries from the science of persuasion in short enjoyable and insightful chapters that you can apply immediately to become a more effective persuader Why did a sign pointing out the problem of vandalism in the Petrified Forest National Park actually increase the theft of pieces of petrified wood Why did sales of jam multiply tenfold when consumers were offered many fewer flavors Why did people prefer a Mercedes immediately after giving reasons why they prefer a BMW What simple message on cards left in hotel rooms greatly increased the number of people who behaved in environmentally friendly ways Often counterintuitive the findings presented in Yes will steer you away from common pitfalls while empowering you with little known but proven wisdom Whether you are in advertising marketing management on sales or
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Each of the book's fifty issues is presented in a brief, readable chapter that begins with a question. Here are five of the more interesting questions:
1. What common mistake causes messages to self-destruct? If you mention how many people are doing something bad, you may unintentionally provide "social proof" that this behavior is acceptable.
2. Does fear persuade or does it paralyze? Fear only motivates us to action if we have a clear and effective means of reducing the danger.
3. Start low or start high? Which will make people buy? Lower auction starting prices convince more people to start bidding and this increased participation convinces others to join in. Once someone bids, they keep bidding to avoid losing their investment of time and effort.
4. What can a box of crayons teach us about persuasion? Unusual names ("Kermit Green") that engage us in solving a puzzle make crayon color names easier to remember.
5. When does letting the call go to voicemail cause a hang-up in your influence? People from individualistic cultures value the informational aspect of communication while those from collectivistic cultures value the relationship-building aspect. An "individualist" might offend some of his colleagues by always letting voice mail answer the phone.
Readers interested in a more thorough, research-oriented treatment of persuasion may want to continue with Robert Cialdini's book Influence: Science and Practice. This much thicker book presents its research according to six universal principles of social influence: reciprocation, authority, commitment/consistency, scarcity, liking, and social proof.
Also, there is a lot of overlap between this book, and Dr. Cialdini's book, Influence: The Psychology of Persuasion. If I had to recommend one over the other, I'd probably pick Influence. That being said, both are great reads!
We learn that if we tell people not to do something that everybody else is doing because they are threatening the extinction of a species/ causing global warming/ endangering their own health etc., we are in fact sending out conflicting messages, one of these messages permitting them to continue their habit on the grounds that `everybody else thinks this is okay' - social proof is working against us. We also learn that if we start a sale with a low price we will get more people bidding, and having started bidding, these people will become heavily committed to `winning' the sale. Because of this they will continue to bid as the price rises, and being driven by commitment (consistency) and fear of loss (scarcity), they will buy at a higher price.
Cialdini presents an abundance of interesting stories to illustrate how his principles work, often in a very curve-ball manner, and we are left aware of the more subtle implications of his ideas. We can understand the outrage that many people expressed when Coca Cola tried to introduce Coke with a new taste, we understand the Duracell bunny boomerang, and we are left with a smile on our faces as we are presented with more and more quirks of human nature.
This book is every bit as useful as Influence: The Psychology of Persuasion.
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Would be a great book to give to salespeople in training sessions!