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Yes!
Book

Yes!

50 Scientifically Proven Ways to Be Persuasive

Noah J. Goldstein, Steve J. Martin and Robert B. Cialdini
Free Press, 2008

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Editorial Rating

9

Qualities

  • Innovative
  • Applicable

Recommendation

Yes! is an entertaining book – to match the title, it’s a blast! Noah J. Goldstein, Steve J. Martin and Robert B. Cialdini provide, as the subtitle indicates, 50 distinct examples, explanations or techniques to help you become more persuasive. They present the general principles of persuasion and discuss an abundance of specific, detailed uses. The authors offer numerous studies (their own and others’), hypothetical situations, and elucidations of what to do and what not to do. They advocate the idea that you can and should test persuasive strategies. They are convincing, and they write wittily and breezily. getAbstract recommends this useful book to anyone engaged in persuasion, including executives, marketers, trainers and salespeople.

Take-Aways

  • When they think about persuasion, most people emphasize their own experiences too much, rather than depending on data or techniques.
  • Increase your persuasive power by understanding six core principles: “reciprocation,” “authority,” “commitment/consistency,” “scarcity,” “liking” and “social proof.”
  • A small gift or favor will make you more persuasive. People will want to pay you back.

About the Authors

Noah J. Goldstein teaches at the UCLA Anderson School of Management. Psychologist Robert B. Cialdini also wrote Influence and Principles of Ethical Influence. Steve J. Martin is managing director and Cialdini is president of a consultancy that helps organizations improve performance by using the principles of influence.

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