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Robert B. Cialdini

Steve J. Martin

Yes!: 50 secrets from the science of persuasion Paperback – Import, November 8, 2007

by Noah Goldstein (Author), Steve J. Martin (Author), Robert B. Cialdini (Author)

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Yes!: 60 Secrets from the Science of Persuasion
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Most of us are only too aware that, whatever roles we have in today's fast-moving world, much of our success lies in getting others to say 'Yes' to our requests. What many people might not be aware of, though, is the vast amount of research that has been conducted on the influence process. What factors cause one person to say 'Yes' to the request of another? Yes! is full of practical tips based on recent academic research that shows how the psychology of persuasion can provide valuable insights for anyone interested in improving their ability to persuade others - whether in the workplace, at home or even on the internet. It combines the counter-intuition of Freakonomics with the popularising of Does Anything Eats Wasps? For each mini-chapter contains a mystery which is solved in a way that provides food for thought for anyone looking to be more persuasive, and for anyone interested in how the world works.

Print length

250 pages
Language

English
Publisher

Profile Books
Publication date

November 8, 2007
Dimensions

7.8 x 0.58 x 5.08 inches
ISBN-10

1846680166
ISBN-13

978-1846680168
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Product details

Publisher ‏ : ‎ Profile Books; Main edition (November 8, 2007)
Language ‏ : ‎ English
Paperback ‏ : ‎ 250 pages
ISBN-10 ‏ : ‎ 1846680166
ISBN-13 ‏ : ‎ 978-1846680168
Item Weight ‏ : ‎ 6.5 ounces
Dimensions ‏ : ‎ 7.8 x 0.58 x 5.08 inches

Best Sellers Rank: #4,940,565 in Books (See Top 100 in Books)
- #6,571 in Advertising (Books)
- #10,290 in Popular Social Psychology & Interactions
- #13,207 in Communication Skills

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707 ratings

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Robert B. Cialdini
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Harvard Business Review lists Dr. Cialdini’s research in “Breakthrough Ideas for Today’s Business Agenda.” Influence has been listed on the “New York Times Business Best Seller List.” Fortune Magazine lists Influence in their “75 Smartest Business Books.” CEO Read lists Influence in their “100 Best Business Books of All Time.”
Dr. Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation.
His books including, Influence: Science & Practice, are the result of decades of peer-reviewed research on why people comply with requests. Influence has sold over 3 million copies in over 40 languages and is a New York Times Bestseller.
His new book, Pre-Suasion: A Revolutionary Way to Influence and Persuade, published by Simon & Schuster, quickly became a Wall Street Journal and a New York Times Bestseller.
Because of the world-wide recognition of Dr. Cialdini’s cutting edge scientific research and his ethical business and policy applications, he is frequently regarded as the “Godfather of influence.”
Dr. Cialdini received his Ph.D from the University of North Carolina and post doctoral training from Columbia University. He has held Visiting Scholar Appointments at Ohio State University, the University of California, the Annenberg School of Communications, and the Graduate School of Business of Stanford University. Currently, Dr Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University.
Dr. Cialdini is CEO and President of INFLUENCE AT WORK; focusing on ethical influence training, corporate keynote programs, and the CMCT (Cialdini Method Certified Trainer) program.
Dr. Cialdini’s clients include such organizations as Google, Microsoft, Cisco Systems, Bayer, Coca Cola, KPMG, AstraZeneca, Ericsson, Kodak, Merrill Lynch, Nationwide Insurance, Pfizer, AAA, Northern Trust, IBM, Prudential, The Mayo Clinic, GlaxoSmithKline, Kimberly-Clark, Harvard University – Kennedy School, The Weather Channel, the United States Department of Justice, and NATO.
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Steve J. Martin
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Co-author of the Royal Society nominated international bestseller 'Yes! 60 Secrets from the Science of Persuasion' Steve's work applying behavioural science to business and public policy has featured in the national and international press including BBC TV & Radio, The Times, New York Times, Harvard Business Review and Time magazine.
He penned the original, now world-famous set of Tax Letters that generated millions in extra revenue for the UK Government and his popular business columns are read by over 2.1 million people every month.
Visiting Professor of Management Practice and Behavioral Science at Columbia Graduate Business School NY, Steve is also a guest lecturer on Executive Education Programs at Harvard Business and the London School of Economics.
He lives in London.
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Noah J. Goldstein
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Noah Goldstein is a protege of Cialdini's. He is an assistant professor at the University of Chicago Graduate School of Business. He earned a Ph.D. in psychology under Robert Cialdini at Arizona State University in 2007, and he has published research with Cialdini in the Journal of Personality and Social Psychology.
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Steve J. Martin
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Discover more of the author’s books, see similar authors, read author blogs and more
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Customer reviews

4.6 out of 5

707 global ratings

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4 star		17%
3 star		8%
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Logan Hancock

Phenomenal book

Reviewed in the United States 🇺🇸 on January 3, 2023

Verified Purchase

You’re reading reviews, you seem like the kind of person who wants quality information.

You want this book.

This book has improved my communication skills regarding my work life AND my home life.

It’s cheap, yet the material is not. Do yourself a favor and get this great read!

Reviewed in the United States 🇺🇸 on December 31, 2022

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Great book for anyone, especially in sales

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Viriya Taecharungroj

6.7/10: Persuasion Techniques Compilation

Reviewed in the United States 🇺🇸 on November 11, 2008

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"Just because yes is simple and obtainable, we shouldn't be fooled into believing that anyone can easily secure it from others"

"Yes!; 50 Scientifically Proven Ways to Be Persuasive" by Noah J. Goldstein, Steve J. Martin, and Robert B. Cialdini

The title says it all really; the book is filled with 50 ways (I'd rather say "examples") of persuasion. They are (for examples);

"What one word can you start using today to increase your persuasiveness by more than fifty percent?"

"Which item of stationery can dramatically increase people's responses to your requests?"

SPOILER ALERT!! (the answer to the two questions are; "because" and "Post-It notes")

...

I'm not going to list all 50 ways from the book; I'll go right to my Six Elements Review that the ideal business book is "easy to read, distinct, practical, credible, insightful, and provides great reading experience"

Ease of Understanding: 8/10; the small book is separated into 50 chapters and each chapter takes less than 5-10 minutes so, it is easy to understand. However, the drawback of Yes! is its lack of structure; 50 ways are loosely tied (if at all) together.

Distinction: 8/10; it is undoubtedly a great compilation of persuasion techniques. The highlight is the word "50'; it is difficult to provide readers with 50 ways "persuasively" but Cialdini, Goldstein, and Martin could do it.

Practicality: 4/10; as interesting as those fifty ways are, I can say that it is very difficult (if possible at all) to implement any of them appropriately. Each situation in the book or in your lives is unique. It is more possible to successfully persuade others and look back to the techniques in the book and match them than the other way around.

Credibility: 6/10; the gook point is that every way is backed with good and, sometimes, amazing example(s). The bad point is, it might not be enough to use one example (or a couple of them) to describe the ways and claim that they are "scientifically proven".

Insight: 5/10; I think 5 is fair because as you know that there are fifty ways! It is impossible to dig deep into every (any) way.

Reading Experience: 9/10; This is, by far, the most outstanding element of Yes!; this book is fun. Take this book with you along with another book and if you're bored with the other book, take some times off and read Yes!; it is refreshing. I would compare the book to Aesop Fable not that they are childish and fictional but they are;

1. Concise and precise

2. Every story teaches you a valuable lesson

3. You mention it in a hindsight when something already happened! ("Oh, this situation is like the story of "The Hare and The Tortoise"... "I persuaded my friend and it was like the way no.XX from Cialdini's book"!)

Overall: 6.7/10; I'd say "buy it"; it's fun and won't waste your time because you'll learn many things from the book and you'll find those examples and stories amazing. However, be careful when you try to do any of those ways; make sure you think of the other 49 ways first!

Viriya Taecharungroj
[...]

14 people found this helpful

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Matthew

Great book

Reviewed in the United States 🇺🇸 on September 2, 2022

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Lots of interesting examples on how to persuade. This book was well written. I learned a lot and it changed my thinking about a lot of things. I highly recommend.

Reviewed in the United States 🇺🇸 on March 28, 2011

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"Researchers are often on the lookout for ways to apply their scientific knowledge to make existing policies and procedures even more effective." This book uses social science research to suggest fifty ways we can persuade more effectively. It draws on over half a century of the scientific study of persuasion. The authors recommend this research as a more reliable source of effective strategies that our individual experiences or intuitions.

Each of the book's fifty issues is presented in a brief, readable chapter that begins with a question. Here are five of the more interesting questions:

1. What common mistake causes messages to self-destruct? If you mention how many people are doing something bad, you may unintentionally provide "social proof" that this behavior is acceptable.

2. Does fear persuade or does it paralyze? Fear only motivates us to action if we have a clear and effective means of reducing the danger.

3. Start low or start high? Which will make people buy? Lower auction starting prices convince more people to start bidding and this increased participation convinces others to join in. Once someone bids, they keep bidding to avoid losing their investment of time and effort.

4. What can a box of crayons teach us about persuasion? Unusual names ("Kermit Green") that engage us in solving a puzzle make crayon color names easier to remember.

5. When does letting the call go to voicemail cause a hang-up in your influence? People from individualistic cultures value the informational aspect of communication while those from collectivistic cultures value the relationship-building aspect. An "individualist" might offend some of his colleagues by always letting voice mail answer the phone.

Readers interested in a more thorough, research-oriented treatment of persuasion may want to continue with Robert Cialdini's book Influence: Science and Practice . This much thicker book presents its research according to six universal principles of social influence: reciprocation, authority, commitment/consistency, scarcity, liking, and social proof.

4 people found this helpful

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Himithy

This is 1 of my favorite books now

Reviewed in the United States 🇺🇸 on July 17, 2022

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This book is very informative & useful for anyone in business. The chapters are straight to the point with no fluff and he doesn’t repeat himself, which I love.

One person found this helpful

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Top reviews from other countries

Joanne Morley

Great, even if you think you know about persuasion

Reviewed in the United Kingdom 🇬🇧 on December 16, 2008

Verified Purchase

I have read and reread this book and even as a hardened marketeer I still find useful ideas on how to improve the marketing of my business and that of my clients. I read it thinking I knew a fair bit about persuasion and it turns out I did, but there were also lots of other things that I wasn't aware of.

The book has been divided into small easy to read chapters, which is good for those who don't want to wade through scientific papers to get to the key points. There are those that may argue that the book has been simplified for the mass audience - to which I say great. It is an easy read full of really useful tips, especially if you want to market your business effectively. Some of which are referenced in The Brighter Marketing Bible for Small Businesses as I thought they would help small businesses understand how to market effectively to their customers.

5 people found this helpful

Dr. M. Clayton

Good Stories

Reviewed in the United Kingdom 🇬🇧 on November 11, 2010

Verified Purchase

This is a great companion piece to Influence: Science and Practice . Instead of offering us a framework and some theory, with examples along the way, as the earlier book does, this one leads with 50 great examples, told as compelling little stories and then explained to create a picture of how our psychology works. I loved it.
Mike Clayton, author of Brilliant Influence: What the Most Influential People Know, Do and Say

2 people found this helpful

Firdaus Vogt

An excellent little book

Reviewed in the United Kingdom 🇬🇧 on January 27, 2019

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This is an excellent little book. Although it is not presented as a management book, it is probably one of the best. Good, solid, practical, concise, succinct advice is imparted with very relevant anecdotes in support.

3 people found this helpful

Nantchev

Boring and technical

Reviewed in the United Kingdom 🇬🇧 on August 11, 2016

Verified Purchase

Boring language, thankfully they tell a story in each of the 50 ideas. Would be nice if they included a summary at the end of each chapter to quickly explain the way you can persuade people, thankfully they do it at the end instead.

Some really good techniques in here. Is a bit if-y in the middle, is great at the start and end.

2 people found this helpful

sanyata

Philosophical Dry Spell

Reviewed in the United Kingdom 🇬🇧 on December 10, 2008

Verified Purchase

Besides the valid criticism already voiced by some reviewers; that the presentation is messy and not-memorable, a substantial criticism of this book would be that the book is very much "just the basics", devoid of further reflection or introspection which makes for a poor reading experience.

Though the content in itself is valuable. I'd like a better structured version of this book. And one that would make the points easier to remember.

4 people found this helpful

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Yes!: 50 secrets from the science of persuasion Paperback – Import, November 8, 2007

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