Influence: The Psychology of Persuasion By Robert Caldini

A Book Review

Are you curious about human beings and how they make decisions? What makes people follow a person? What makes a person sell more items than others?

How is it that two people are having exactly the same business but make totally different sales?

Robert Cialdini has some answers for you. They are profound and deep. This is a well-researched book.

Robert Cialdini makes the argument that there are 6 weapons of influence.

Reciprocation
Commitment
Social Proof
Liking
Authority
Scarcity

The fastest way to get others to do something for you is to do something for them first. This is the law of reciprocation. It has worked since humans began developing complex civilizational structures. If you give me a bread today, I will be more likely to give you a shoe tomorrow compared to a person who has never given me anything. There is just this instinctual thing that will make me feel bad to tell you no. The next time you want something, ask the question, what do I have to offer that I can give the person in return for what he is about to give me? And when you make your pitch, tell him you have something to give him first.

Even the worse of us like to see ourselves as a consistent person. This is why we have an explanation for everything, including our consistent acts. This is the law of commitment. You can get people to do big things by asking them to commit to small things gradually. They will never know the difference.

Social proof. We like to do what everyone is doing, we like to do what everyone says is the right thing, we like to do what society approves and we like to look good in the eyes of others. Do you remember the school you went to? Well, you most like went there because someone you know said it was good. That's social proof.

People will do anything for you if they like you. The first way to sell anything is to get people to like you first. If they like you, their ATM is in their hands. We see this in relationships, politics, and markets. Liking is a powerful thing. Don't try to sell first, get them to like you.

Authority. If you tell your neighbour "Well, Jesus said you build a church for Him", the neighbour will most likely laugh at you. But if his pastor says the same thing, the neighbour has more tendency to join. Its authority. It is a powerful tool of influence. One that can be irrationally used.

Scarcity. GK Chesterton's quote put it best, the fastest way to love a thing is to know that it can be lost. How interesting. We cherish the last spoon of sugar more than the whole container. It is the law of scarcity.

I found this book to be very good. It added to my understanding of psychology, especially related to selling. It was written for the public so that they can marshall their antennas against sellers. I also grabbed some key lessons on parenting. E.g It is very important for a parent to use punishment consistently. Children who see arbitrary punishment have often turned out rebellious. No joking, there are results that show that.

I took so many notes, highlighted so many parts.

If you are interested in understanding human psychology this is a book you should read. If you are into business or selling anything, this is a book you should read.