BOOK REVIEW - Influence

Influence - The Psychology of Persuasion - Robert B Cialdini PH.D.

The Psychology of Persuasion

By Robert B. Cialdini, PH.D.

Influence, the classic book on persuasion, explains the psychology of why people say “yes”—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.

You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

Our Review

This is probably one of my top ten marketing books of all time. Cialdini explains in very simple to understand terms the complex nature of persuasion. This is definitely a book I’d recommend any serious business owner to read.

Key Points

  • Explains the 6 universal principles used to influence behaviour
  • Lots of practical examples from real-life case studies
  • Relatively easy to understand and apply the principles in your own marketing

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