This is pretty much the premise of the entire book and all of the techniques that Cialdini mentions are ways to use these “short cuts” to your advantage as a marketer. Takeaway #1 – We are ruled by the mental shortcuts we use I’m going to go over a few things that I learned and then share the notes I took on the book. In fact, I think that a lot of the information in this book could be very dangerous in the wrong hands.

This book is filled with Jedi mind tricks to do just that. I really want to inspire them to take action on what they’ve learned. I don’t just want students or customers who read one of my ebooks. But, I also want people who use my products to take action more often. Yes, I read this book to improve my own marketing knowledge. He set out on the goal to understand how compliance professions get us to take action, purchase goods, and how they influence our view of them and their products. Influence: The Psychology of Persuasion, was written by Robert Cialdini, a professor of psychology and marketing. It really is the bible of persuasion, influence, and marketing Almost every big-name marketer has mentioned this book and now I can see why. If we want them to agree to try an untested product, we can inquire whether they consider themselves adventurous.I’ve been wanting to read this book for some time. If we want them to choose a bottle of French wine, we can expose them to French background music before they decide. If we want them to buy a box of expensive chocolates, we can first arrange for them to write down a number that’s much larger than the price of the chocolates. It’s possible to move others in our direction by saying or doing just the right thing immediately before we want them to respond. In what way is it possible to move others in our direction ? This was different to what we as behavioural scientists had been always trained to look at-the ability to persuade inside the boundaries of the message.

I felt this was worth studying in a systematic way. Just with that he focused my attention on children and children’s issues. When I shut the door, I thought to myself, what just happened? I realized that the reason I gave him so much money was because he had brought his seven-year-old daughter with him. He didn’t show any credentials and I had never heard of his programme but I gave him more money than I normally would have. Outside stood a man who asked me to contribute for a school programme for children.

What was the inspiration for ‘Pre-suasion’? And I didn’t want to write something that would be merely planting a set of bushes around the tree that Influence had become. I waited 30 years because I never had an idea big enough to compete with Influence.

Influence robert b