This is an excerpt from one of my favorite books, and a classic on persuasion, Influence by Robert Cialdini. The idea that underlays the entire book is that humans have certain evolutionary triggers that can be activated. They occurs because there is so much information out there that we can’t take all of it in, so our brains have created these frameworks that speed things up by just causes a reflex type reaction. In the book, this reaction is called “Click, Whirr”. The influence triggers can be used for good or evil, but the most important part is to be aware of them and to understand when you are being influenced.
The book is full of examples and you should read it, the six principles of persuasion are:
- Reciprocation – People are more likely to comply with a request if you have provided something for them first.
- Commitment/Consistency- People are more willing to be moved a particular direction if they see it as being consistent with existing or recent commitment.
- Authority-people more willing to follow the directions and recommendations of someone they as in position of power or expertise.
- Scarcity-people want things more when the availability is dwindling or decreasing.
- Social Validation – people more willing to take a recommended action if they see that other people are doing it
- Liking/Friendship- People prefer to say yes to those they know and like.
One of the morals from the book is to always trust your gut feeling.
“From Page 10…
If you are interested in getting the book, it can be found by clicking here or on the image below.