Influence
Robert Cialdini
The levers behind why people say yes. Useful to know, and useful to notice when they're used on you.
Robert Cialdini spent years studying why people agree to things, partly in labs and partly by going undercover in sales training programmes. He found six shortcuts the mind uses to decide quickly, and each one can be triggered on purpose by someone who wants something from you.
Reciprocity: we feel we owe people who gave us something, even something small nobody asked for. Commitment and consistency: once we've said or done something, we want to keep acting in line with it. Social proof: we look at what others are doing when we're unsure. Liking: we say yes more easily to people we like. Authority: we defer to anyone who looks like an expert. Scarcity: things seem more valuable when they're running out. Later editions add a seventh, unity, the pull of people we see as one of us.
The examples are the best part. Charity workers handing out flowers in airports before asking for donations. Tupperware parties that sell through friendship. Salespeople who get a small yes first so the big one is easier.
It's on the shelf because it works in both directions. MintedMile ran on social proof whether I named it or not. Knowing these six also means noticing when a countdown timer or a "most popular" label is working on me.
