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Influence: The Psychology of Persuasion

Robert Cialdini does an incredible job covering the psychology and science behind some of the most powerful persuasion techniques known to man.

Influence compliments Never Split the Difference very well. Both books use engaging stories and examples to drive home important points. Influence differs in that the book mainly focuses on the psychology of why we respond intensely to various persuasion techniques, where Never Split the Difference provides us with the actionable negotiation tactics that can be used to influence these psychological human tendencies.

Influence covers:

Reciprocation – how we are more apt to give when someone has given to us, whether we wanted that gift or not

Consistency – why humans obsess over being consistent and how this fatal flaw is often exploited

Social proof – hello to our added “as see in” section

Likability – some great examples of how this particularly benefits politicians

Authority – arguably my favorite chapter showcasing crazy science experiments that unfortunately highlight why average humans can be capable of committing such horrible acts

Scarcity – don’t we always want what’s more difficult to have?

I’ve had the book recommended to me a number of times and it is easy to see why. I think you will enjoy it, let me know what you think!

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