title: Influence – The Psychology of Persuasion
author: Robert B. Cialdini
what you’ll learn: how people think
Why You Must Read It
A lot of books don’t pertain to the common person. Books on success, wealth, and getting women only appeal to men who want to improve themselves. Books on PHP and C++ only appeal to programmers. Books on medicine only appeal to those who wanna learn more about their health or those who are in the medical profession.
But then there are the books that everyone must read. They are extremely rare — I could count them with only one hand. I want to introduce you to one such book, which will get you further in life, no matter who you are. You can be man or woman, rich or poor, smart or stupid, ambitious or lazy … and yet, it will apply to you.
Because Influence – The Psychology of Persuasion will teach you how humans operate. If you know how people think, you can get people think your way.
Don’t just take my word for it …
This program will help executives make better decisions and use their influence wisely… Robert Cialdini has had a greater impact on my thinking on this topic than any other scientist… The best popular book that demonstrates six or eight ways in which the quirks of your own mind will frequently prove dysfunctional to your best interests is Cialdini’s Influence. – Charles T. Munger
Charlie Munger (Warren Buffett’s partner in Berkshire Hathaway) was so impressed with the book and astounded by how much value it gave humanity, he wanted to reward the author. So he gave the Cialdini a Berkshire Hathaway A stock (which is worth over $173,000 as of September 2013).
For much less than $173,000 … Heck, for less than $20, you too can own a book that shaped a billionaire’s mindset.
The things you will learn will apply to any scenario that involves people.
Do you want to get people to buy from you? Get this book.
(This is essentially the granddaddy of sales books. Read Influence before reading anything else on sales and marketing.)
Do you want a girl to go out with you? Get this book.
Do you want to your peers to think highly of you? Get this book.
Do you want to be a leader of men? Get this book.
Do you want to get off easy when you do something wrong? Get this book.
Do you want more friends? Get this book.
Do you want to be part of the cool kids? Get this book.
I have engrained Influence into my psyche. Even now, I am applying the things I have learned into this article.
Personally, I have gotten so much and gotten away with so much just because of Cialdini’s work. Without the knowledge of human psychology and without applying it, I would not be where I am today.
This is the one of the few books everyone should read. No ifs, ands, or buts. If you don’t, you’re basically screwing yourself over. And I mean royally.
Table of Contents
Chapter 1 – Weapons of Influence
Chapter 2 – Reciprocation: The Old Give and Take … and Take
Chapter 3 – Commitment and Consistency: Hobgoblins of the Mind
Chapter 4 – Social Proof: Truths Are Us
Chapter 5 – Liking: The Friendly Thief
Chapter 6 – Authority: Directed Deference
Chapter 7 – Scarcity: The Rule of the Few
Epilogue – Instant Influence: Primitive Consent for an Automatic Age
I know of no better illustration of how reciprocal obligations can reach long and powerfully into the future than the perplexing story of five thousand dollars of relief aid that was sent in 1985 between Mexico and the impoverished people of Ethiopia. In 1985 Ethiopia could justly lay claim to the greatest suffering and privation in the world. Its economy was in ruin. Its food supply had been ravaged by years of drought and internal war. Its inhabitants were dying by the thousands from disease and starvation. Under these circumstances, I would not have been surprised to learn of a five-thousand-dollar relief donation from Mexico to that wrenchingly needy country. I remember my chin hitting my chest, though, when a brief newspaper item I was reading insisted that the aid had gone in the opposite direction. Native officials of the Ethiopian Red Cross had decided to send the money to help the victims of that year’s earthquakes in Mexico City.
It is both a personal bane and a professional blessing that whenever I am confused by some aspect of human behavior, I feel driven to investigate further. In this instance, I was able to track down a fuller ac-count of the story. Fortunately a journalist who had been as bewildered as I was by the Ethiopians’ action had asked for an explanation. The answer he received offers eloquent validation of the reciprocity rule: Despite the enormous needs prevailing in Ethiopia, the money was being sent because Mexico had sent aid to Ethiopia in 1935, when it was invaded by Italy. So informed, I remained awed, but I was no longer puzzled. The need to reciprocate had transcended great cultural differences, long distances, acute famine, and immediate self-interest. Quite simply, a half century later, against all countervailing forces, obligation triumphed.
Make no mistake, human societies derive a truly significant competitive advantage from the reciprocity rule, and consequently they make sure their members are trained to comply with and believe in it. Each of us has been taught to live up to the rule, and each of us knows about the social sanctions and derision applied to anyone who violates it. The labels we assign to such a person are loaded with negativity — moocher, ingrate, welsher. Because there is general distaste for those who take and make no effort to give in return, we will often go to great lengths to avoid being considered one of their number. It is to those lengths that we will often be taken and, in the process, be “taken” by individuals who stand to gain from our indebtedness.
Get it now!