Product Description: Small changes can make a big difference in your powers of persuasion
What one word can you start using today to increase your persuasiveness by more than fifty percent?
Which item of stationery can dramatically increase people's responses to your requests?
How can you win over your rivals by inconveniencing them?
Why does knowing that so many dentists are named Dennis improve your persuasive prowess?
Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too.
Cowritten by the world's most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries from the science of persuasion in short, enjoyable, and insightful chapters that you can apply immediately to become a more effective persuader. Why did a sign pointing out the problem of vandalism in the Petrified Forest National Park actually increase the theft of pieces of petrified wood? Why did sales of jam multiply tenfold when consumers were offered many fewer flavors? Why did people prefer a Mercedes immediately after giving reasons why they prefer a BMW? What simple message on cards left in hotel rooms greatly increased the number of people who behaved in environmentally friendly ways?
Often counterintuitive, the findings presented in Yes! will steer you away from common pitfalls while empowering you with little known but proven wisdom.
Whether you are in advertising, marketing, management, on sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.
Helpful tool for copywriters This book has several excellent suggestions for sales and marketing copywriters, ranging from strategies to very specific techniques. Examples -
Strategic - The power of reciprocity. A hotel persuaded guests to reuse towels by making a donation to an environmental group first, and then asking for participation.
Technique - "Because" is the most persuasive word in the English language. The research testing used to validate this claim, involving a man trying to cut in line at a copy machine, is fascinating and very revealing.
The authors present 48 more ideas along these lines. Some are not so obvious, but even for the obvious ones, scientific validation never hurts.
Fascinating Examples for Fans of Robert Cialdini's Book, Influence Yes! could have been more appropriately titled as Influence 2 because the book is simply a series of brief examples that illustrate Professor Robert Cialdini's key principles described in his book, Influence (social proof, authority, commitment/consistency, scarcity, reciprocity, and personal liking). If you loved that book and want to dive deeper into its lessons, Yes! is a perfect choice.
If you haven't yet read Influence, I recommend that you read that book before this one. Without Professor's explanations of why these principles work, the case histories in Yes! don't seem so special and interesting. Otherwise, you will probably just see Yes! as a bunch of unrelated stories, many of which don't apply to your marketing challenges. I would expect most people who read Yes! who haven't read Influence to rate Yes! with three stars.
When you do read Influence, be sure to get the latest edition (the fifth edition came out in August 2008). Otherwise, you'll miss out on insights.
I hired Professor Cialdini to speak to one of my research organizations, Share Price Growth 100, a number of years ago and the members rated him very highly for being able to apply the lessons of his research to the financial markets. I was intrigued to see some financial market examples in Yes!
Be more persuasive in getting an ethical point across!
not bad, but not great either....... I didn't take long in reading this book. It was a quick read, and that is part of why this book was given three stars. I am not involved in marketing and this book was really written for that purpose. When I originally decided to buy the book, I felt it would have more of a universal application, buta person will have to look hard to find practical use in everyday life for the info in this book. For a book that has emediate application in every walk of life -a book that applies to the business world as well as relationships in general, read "how to win friends and influence people" by dale carnagie. It is a much, much more usefull book for the average person, reguardless of what they do for work. Hope this review helped. -j hardie
Persuasion Equals Rhetoric As a writer I must know how to express myself in ways that win over the reader. This exhaustive review of research on persuasive techniques fascinated me.
hmmm.... Reading this book reminds me of listening to my uncle recite statistics to back up his arguments or memorizing the Periodic table. Interesting,but nevertheless a mind numbing experience that brings on a great desire to fall asleep.
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