The best book I’ve ever read on persuasion and influence

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This is, without a doubt, the best book I’ve ever read on persuasion and influence.

If you have an online business, your job is motivating people to make change.

Even if making a change is in someone’s best interest, no one likes change.

So, we have to master the skill of influence. 

Now, there are lots of books about persuasion and influence.

And I’ve read most of them.

But my #1 book is – Influence: The Psychology of Persuasion by Robert B Cialdini

Here are some of the key persuasion principles:

Reciprocation:

People feel obligated to give back to others who have given to them first. By doing favors and providing value to others, you can increase the likelihood that they will reciprocate.

Commitment and Consistency:

Once people make a decision, they will feel internal pressure to behave consistently with that commitment. If you can get a micro-commitment first, people will be more likely to say yes to a follow on “bigger ask”.

Social Proof:

People look to the actions of others to determine their own, especially when uncertain. This deep evolutionary shortcut stems back to a feeling of safety in the herd. The more people doing something, the more correct it seems. 

Liking:

People prefer to say yes to people that they like. Factors that increase liking include attractiveness, similarity, compliments, familiarity, and cooperation. Stories are one of the best ways you can trigger this in your online business.

Authority:

People feel compelled to follow authority and tend to obey official-looking people, titles, and clothes. As an online business owner, you can trigger this by sharing your wins or, even more powerfully, sharing the wins you have helped others achieve.

Scarcity:

Scarcity drives desirability. When there is less of something available, people want it more. If you only have 10 spots available in your coaching program, highlight them in your promotional material. It will make the program even more desirable.

This book is a great read and a fascinating dive into human psychology.

I can’t recommend this book enough if you are involved in marketing.

If you are at all interested in persuasion and influence, I can’t recommend this book enough. 

Have you read it? What do you think?

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