When influencing others, the way we phrase our requests is just as important as the circumstances we make them in. To successfully persuade others, they first need to be pre-suaded – to be made ready to be influenced. Learn the hidden ways in which our decision-making is influenced and use the power of influencing in your own life.
Best suited for salespeople and advertisers, anyone wanting to influence others, anyone wanting to withstand manipulation, teachers.
What people see/hear before your message influences how they interpret it. Prime with care.
People assume what they’re focused on must matter. Design your messaging to direct focus, not just deliver info.
Link your message to ideas that evoke trust or urgency. Contextual cues often beat logic.
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Robert Beno Cialdini is Professor Emeritus of Regent Psychology and Marketing at Arizona State University and was a Visiting Professor of Marketing, Business, and Psychology at Stanford University as well as the University of California at Santa Cruz. He is best known for his 1984 book on Persuasion and Marketing, Influence: The Psychology of Persuasion. The book sold more than three million copies and was translated into thirty languages. The author was listed on the New York Times Best Seller list, and Fortune lists him in his "75 Smarter Corporate Books." Cialdini received his Bachelor of Science degree from the University of Wisconsin in June 1967. He then completed a postgraduate degree in Social Psychology at the University of North Carolina and earned his Ph.D. in June 1970 and received postgraduate in Social Psychology at Columbia University. He held academic counseling visits at Ohio State University, University of California, Annenberg School of Communications and Graduate School of Business at Stanford University.
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