INFLUENCE THE PSYCHOLOGY OF PERSUASION BY DR CIALDINI BOOK REVIEW
Influence by Dr Cialdini is one of the best books I have read in my entire life. I simply cannot believe that they don’t teach these principles in schools. Hell, I even went to business schools and I didn’t learn any of that stuff. Some people think I am joking when I tell them that I probably learned more by reading this book than by going to university, but I am not joking.
Dr Cialdini spent over 30 years studying the ways people are influenced. He came up to the conclusion that influence can be broken down into six basic principles and this book teaches you these principles.
A lot of people seem to think that influencing other people is all about luck or magic, but the fact is there are proven ways to help you more successful at this.
“People’s ability to understand the factors that affect their behavior is surprisingly poor,” Cialdini says. Most people have no idea why they act the way they do and they also have no idea how to make other people act in a certain way…
This book was a huge eye opener for me. It completely changed my life. Never in my life has a book made me more street-smart than this one. I highly recommend you to read it if you want to be successful in this world. Check out the book here.
How to influence people?
According to Dr Cialdini, influence can be broken down into six basic principles. Here is a breakdown of each principle.
Principle #1: reciprocation:
We feel pressure to give back to people who have given to us. So when someone gives you something, you literally feel a PRESSURE inside of you to give back to that person.
And the most basic example of this principle in action are the squeegee boys. You know these people who wash car’s windows for money? These people are masters of the reciprocity principle.
Don’t believe me? Just go observe them.What you are going to see is this: the squeegee boy walking towards the car, the person inside the car saying No! No!…Then the squeegee boy will start washing the car’s window anyways, and then the person inside of the car will search for money to give to the squeegee boy because they feel a PRESSURE INSIDE OF THEMSELVES to give back. They feel this pressure because of the reciprocity principle… When someone gives something to you, EVEN IF YOU DON’T WANT IT, you will still feel a pressure to give back to that person.
Principle #2: social proof
When people are uncertain about a course of action, they tend to look to those around them to guide their decisions and actions. They basically want to know what everyone else is doing and they do the exact same thing.
What you have to realize is that your brain uses shortcuts. It uses shortcuts because sometimes it doesn’t have enough information to make a decision….These six principles are the shortcuts that your brain uses to make decisions.
So social proof, principle #2, i’ll give you an example.
When you walk in the street and you see a huge line up in front of a bar or a restaurant, your brain automatically assumes the place must be good! If people are waiting in line, there must be a reason why. This is social proof; this is your brain using a shortcut to make a decision.
This is for the same reasons why companies use reviews from other people to make people buy. Having reviews for your product is a form of social proof. If the people in the review liked the product, then it must be good, there must be a reason why they like it.
Principle #3: commitment and consistency.
We have a deep need to be seen as consistent. This is how our brain works.
If you are trying to sell something to someone and you know that this person doesn’t have the money on them, make them commit to it, make them invested in the process.
You can do this by making them fill out an application or something…What’s important is that you make them COMMIT and INVESTED in the process.
When you make the person fill the application form when their buying temperature is really high, you make sure that this person commit to buying it and because of the commitment and consistency principle, chances are high that this person will not change their mind right after and they will come back with the money.
Another good way to use this principle is to make your goals public. By making your goals public, you put pressure on yourself…Now that everybody knows about your goals, and the fact that humans have a deep need to be seen as consistent, your brain will come up with solutions to make you achieve your goals.
Principle #4: Liking.
We are more likely to comply to someone if we like that person.
Have you ever noticed how in certain groups of people, someone make a joke and people laugh at the joke even though the joke is terrible? The joke is really not good, but people still laugh because they like the person who made the joke.
Another example of this principle is when children in your family are selling chocolate for a project in their school. You probably don’t want the chocolate, but you want to encourage them so you end up buying the chocolate anyways. You buy it because you like them.
Principle #5: Authority
We must agree and do what we are told by those in authority.
Just do an experiment: go to a concert or a park and dress all in black. Black shoes, black pants and a black shirt. Then approach groups of people and say to them: Hey! I need to see your ID!
If your voice tone is good, if your body language is good, they will show it to you because they will assume that you work there as a security.
People comply with you automatically is they think you have authority. This is how our brain work.
Most of the time, the less there is of something, the more valuable it becomes…The rarer and uncommon a thing is, the more people want it.
I’ll give you an example.
Let’s say you go buy shoes. The salesperson will come and ask you what size you are. Then if that person really knows how to sell, he or she will tell you that there is probably none in that size left, but they will go see just to make sure.
The salesperson will then go in the back store, come back with a box and tell you this is the last pair left.
By doing this, the person just created scarcity. This pair of shoes is worth a lot more now because there is only one left. The client can’t go in another store to try another pair of shoes because if the person does that, someone might buy the last pair of shoes and may lose the deal. Because of the scarcity principle, most people will buy the shoes right away.
You brain uses shortcuts to make decisions and these six principles are the shortcuts that your brain uses. Again, I cannot believe they don’t teach that stuff in schools…Your life will completely change after you read that book. You won’t see social interactions the same way, you won’t watch the news the same way, and most importantly, it will make you street-smart and you will be much better at influencing both yourself and other people!
Please leave a comment below or let me know any questions you have. I’d love to hear what you think!