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.
Yes! This is a very practical and worthwhile read.August 29, 2008 I have long used Dr. Cialdini's principles in my university lectures on persuasion, so I anticipated the release of this book with enthusiasm. I am not at all disappointed. Each chapter contains a proven principle, a specific research anecdote, then suggestions for using the principle in an applied setting. (mostly business settings, but there were even some parenting suggestions here!) I highly recommend the book, and I'm already planning some creative lecture additions based on the material. Suzanne Stromberg, Denver, Colorado
Clear A Spot On Your Bookshelf!August 24, 2008 2 out of 3 found this review helpful
As a corporate director of human resources, the bulk of my day-to-day existence is convincing people - whether subordinate or superior - to do what I believe is best for the organization. I have just finished the new book, "Yes!" Three things in this great book stand out for me.
1.Real world case studies in the actual business arenas. 2.Contains a wealth of techniques that are easily implemented. 3.An easy and fun-filled read. Truly well-written.
I find the new book highly useful and a must-read for everyone that must persuade others in order to survive in the corporate jungle. I highly recommend it to all managers of all stripes.
Michael L. Gooch, SPHR Author of Wingtips with Spurs
Wonderfully simple!August 24, 2008 2 out of 2 found this review helpful
This is one of the most useful books I've read in a long time. Short, to the point, easy to digest.
Too often, many writers in order to fill the book with pages, ramble on and on with no purpose. Even worse, many of these books do not provide any realistic advice.
This book provides practical guidance on being persuassive. Not only that, it's very easy to learn and absorb. I've immediately put what I read into real life practice. Simply AMAZING!
Pretty good but why not read the masterpiece prequel first?August 24, 2008 2 out of 2 found this review helpful
If you haven't read "Influence" by Robert Cialdini then I would strongly recommend skipping this one for now and starting with that one. Cialdini's original book was one of the best psychology books I have ever read. This one is more like a sequel and like most sequels, it is not as good. In Cialdini's "Influence", he talks about 6 weapons of influence:
1)Reciprocity 2)Liking 3)Social Proof 4)Authority 5)Scarcity 6)Commitment and Consistency
This book consists of 50 short chapters where these weapons are at work. Very entertaining and insightful, but I felt that the authors violated some of their own advice by having so many chapters and not organizing them in any particular way. For example, the chapters each demonstrated one of the weapons of influence at work and perhaps the book should have been organized more formally into 6 parts with each part representing one of the weapons. I was very entertained but I am not sure if the book will have any long lasting educational value unlike "Influence".
This is a quick read and I highly recommend it AFTER you have read Cialdini's "Influence".
Buy the Steak, Not the SizzleAugust 23, 2008 Having read the book, before reading the reviews, I'm a bit taken aback but not surprised by the reviews I just read. The reviews have the zesty air of a sales team meeting.
Why so?
What sales or marketing person doesn't get excited about "scientific proof" that a "sales or marketing technique works", right? So, add 1 star to the review.
What modern consumer of information isn't easier to please if the information is sliced and diced into little digestible chunks? Add a few more stars.
Lastly, show me a sales or marketing person who isn't hepped up by the promise of "the answer" and I'll show you a salesman in a morgue or casket. (Caveat: Whisper "I've cracked the code to selling widgets" and the dead may rise. :P )
"Yes", the book, is a tasty little snack, but more a book of re-affirmations than a shift in the sales and marketing winds. (I wonder to what degree this book, by virtue of its content "mirroring" the minds of reviewer/readers - (mirroring is a topic covered in the book) - is generating buzz simply because it is simply "reading back to the readers" their own "sales menu orders"? You get that nuance?)
Social proof? Since when is "keeping up with the Joneses" new science? Since when if following the herd, the pack or one's peers a surprise? Oh, I get it: It's scientific this time! Tell strangers to a social setting "Everyone is doing this (bad thing) so don't you do it too" and the "message consumers" do what everyone else is reportedly doing? That's a surprise? I guess past marketing studies don't count since they didn't use exactly these words: social proof.
Reciprocity? Hello? News? How long have you engaged in the art or practice "of giving" - with intent?
Authority (Expertise) and Respect? Scarcity? Commitment and Consistency?
I hate to rain on the party but the sun only shines so bright here and a little rain would be healthy for the lawn. Translated: Buy the book and read it on the plane, instead of blowing the same $16. on a latte and a magazine. It's a good read. It affirms much that you already know "with the aura of expertise and science" but really . . Buy the steak, not the sizzle.
You and you and you already are in touch and know, most by experience, what is being presented in this book, especially if you are paying attention and aren't asleep at the wheel. This isn't "the book" that will make you a better salesman or marketing person if you already know the business, but the book might confirm that you already are pretty good at what you do. For some (apparently a great many) - gaining that (perceived) extra inch - is enough to generate all sorts of ~sales and marketing excitement and buzz.
But, really, given the audience, is that any surprise? :P
Closing affirmation: YOU alread are pretty good at what you do. The "gain" of this book is inches, not miles, and more a matter of confirming what you already know if you have been paying attention. If you haven't been paying attention, or if your results are in a downward spiral, then this book is some great revelation, . . unless it's the economy, and not your sales or marketing skills, that sucks right now. Then this book won't fix the problem. :)
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