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Influence: The Psychology of Persuasion, Revised Edition Revised Edition
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Arguably the best book ever on what is increasingly becoming the science of persuasion. Whether you're a mere consumer or someone weaving the web of persuasion to urge others to buy or vote for your product, this is an essential book for understanding the psychological foundations of marketing. Recommended.
For markters, this book is among the most important books written in the last ten years. (Journal of Mariketing Research)
Influence should be required reading for all business majors. (Journal of Retailing)
This book will strike chords deep in the hearts and psyches of all of us. (Best Sellers Magazine)
The material in Cialdini’s Influence is a proverbial gold mine. (Journal of Social and Clinical Psychology)
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Top customer reviews
In reply to the few one star reviews...It has been stated in the uncharitable reviews, that the entire content of the book could have been written in a few pages. I agree, at first look, this would seem true. The Harvard Business Review article "Harnessing the Science of Persuasion" by Cialdini, from their October 2001 issue....is a good example. You can even get the Six Principles from the books Table Of Contents...save yourself some time.
But sales ideas have to not just be listed....not just explained...they have to be sold. Examples have to be given, Principles have to be
explained...we need proof. And you need the entire book to do that. The people who read a short article by the author, maybe read the
ideas...but nothing else happens. Salespeople are changed by the content of this book, like with all great sales books. For salespeople to benefit from a sales book, the ideas have to be explained, understood, proven, accepted, and made real. This book does that.
I own perhaps 2,000 books on the subject of selling. This is certainly in the top 5.
The one disappointment was the wordiness of his advice for protecting oneself from those who use manipulation techniques to trick one into making decisions without rational evaluation of the evidence for or against. I am sure I am not alone in wishing he had given us some magic, no brainer, easily remembered way to instantly deal with the manipulators and their manipulative techniques.
Of course, that is pretty much the whole point of the book, there are no shortcuts; one must do the work of preparing oneself to recognize manipulation and learning how to protect oneself against the manipulators.
All in all an absolutely great read that piqued my interest in the field.
The author covers six weapons of influence and shows how they are used and how to combat them as a consumer. It will give you insight into what makes people tick and how to improve your business, almost more than any other book I've read. It's not a sales book primarily, but if you are in sales this book has the potential to increase your success rate more than any other book I've read.
For those who complain that the material is rehashed or too basic, I would point out two things. First, this is the book that many others have built off of - if it seems rehashed, its probably because you read the newer ones first. Second, the author went to great pains to make this book both readable and useful. It's an easy read, but that does not mean the material is basic. You can use the principles laid out in this book for so many different areas . . . the too basic argument just doesn't make sense.
Highly recommended, one of the best and most useful books you can read.