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Yes!: 50 Scientifically Proven Ways to Be Persuasive Paperback – 29 Dec. 2009
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- Print length272 pages
- LanguageEnglish
- Publication date29 Dec. 2009
- Dimensions12.7 x 1.52 x 20.32 cm
- ISBN-101416576142
- ISBN-13978-1416576143
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Review
""Yes!" is the single best introduction to and distillation of research and wisdom on how to change people's minds, including your own." -- Warren Bennis, Distinguished Professor of Business, University of Southern California, author of "On Becoming a Leader" and coauthor of "Judgment: How Winning Leaders Make Great Calls"
"If you had a team of bright guys looking for research that you can actually use to improve your effectiveness, and they wrote it up for you with wit and style, putting it in nifty little reports of three to five pages, would that be useful? YES! This book is the trifecta: first-rate research, lively writing, and practical advice. Read it, enjoy it, use it." -- Dale Dauten, nationally syndicated King Features columnist and author of "The Gifted Boss"
"This easy-to-read summary of the social-psychological research on persuasion really does tell people how to get to 'yes.' Since we are all selling something, including ourselves, all the time, everyone can, and will be, reading this amazing book." -- Jeffrey Pfeffer, professor, Stanford Graduate School of Business, and author of "What Were They Thinking? Unconventional Wisdom About Management"
About the Author
Steve Martin is the UK-based co-director of Influence at Work. Prior to joining with Robert Cialdini's consulting group, he held a number of positions in sales, marketing, and management at several blue-chip companies.
Robert Cialdini is recognized worldwide for his inspired field research on the psychology of influence. He is a New York Times bestselling author. His books, including Influence, have sold more than three million copies in thirty-three languages. Dr. Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University and the president and CEO of Influence at Work, an international company that provides keynotes and influence training on how to use the lessons in Dr. Cialdini's books ethically and effectively.
Excerpt. © Reprinted by permission. All rights reserved.
1
How can inconveniencing your audience increase your persuasiveness?
Colleen Szot is one of the most successful writers in the paid programming industry. And for good reason: In addition to penning several well-known “infomercials” for the famed and fast-selling NordicTrac exercise machine, she recently authored a program that shattered a nearly twenty-year sales record for a home-shopping channel. Although her programs retain many of the elements common to most infomercials, including flashy catchphrases, an unrealistically enthusiastic audience, and celebrity endorsements, Szot changed three words to a standard infomercial line that caused a huge increase in the number of people who purchased her product. Even more remarkable, these three words made it clear to potential customers that the process of ordering the product might well prove somewhat of a hassle. What were those three words, and how did they cause sales to skyrocket?
Szot changed the all-too-familiar call-to-action line, “Operators are waiting, please call now,” to, “If operators are busy, please call again.” On the face of it, the change appears foolhardy. After all, the message seems to convey that potential customers might have to waste their time dialing and redialing the toll-free number until they finally reach a sales representative. Yet, that surface view underestimates the power of the principle of social proof: When people are uncertain about a course of action, they tend to look outside themselves and to other people around them to guide their decisions and actions. In the Colleen Szot example, consider the kind of mental image likely to be generated when you hear “operators are waiting”: scores of bored phone representatives filing their nails, clipping their coupons, or twiddling their thumbs while they wait by their silent telephones—an image indicative of low demand and poor sales.
Now consider how your perception of the popularity of the product would change when you heard the phrase “if operators are busy, please call again.” Instead of those bored, inactive representatives, you’re probably imagining operators going from phone call to phone call without a break. In the case of the modified “if operators are busy, please call again” line, home viewers followed their perceptions of others’ actions, even though those others were completely anonymous. After all, “if the phone lines are busy, then other people like me who are also watching this infomercial are calling, too.”
Many classical findings in social psychology demonstrate the power of social proof to influence other people’s actions. To take just one, in an experiment conducted by scientist Stanley Milgram and colleagues, an assistant of the researchers stopped on a busy New York City sidewalk and gazed skyward for sixty seconds. Most passersby simply walked around the man without even glancing to see what he was looking at. However, when the researchers added four other men to that group of sky gazers, the number of passersby who joined them more than quadrupled.2
Although there’s little doubt that other people’s behavior is a powerful source of social influence, when we ask people in our own studies whether other people’s behavior influences their own, they are absolutely insistent that it does not. But social psychologists know better. We know that people’s ability to understand the factors that affect their behavior is surprisingly poor.3 Perhaps this is one reason that the people in the business of creating those little cards encouraging hotel guests to reuse their towels didn’t think to use the principle of social proof to their advantage. In asking themselves, “What would motivate me?” they might well have discounted the very real influence that others would have on their behavior. As a result, they focused all their attention on how the towel reuse program would be relevant to saving the environment, a motivator that seemed, at least on the surface of it, to be most relevant to the desired behavior.
In our hotel experiment, we considered the finding that the majority of hotel guests who encounter the towel reuse signs do actually recycle their towels at least some time during their stay. What if we simply informed guests of this fact? Would it have any influence on their participation in the conservation program relative to the participation rates that a basic environmental appeal yields? With the cooperation of a hotel manager, two of us and another colleague created two signs and placed them in hotel rooms. One was designed to reflect the type of basic environmental-protection message adopted throughout much of the hotel industry. It asked the guests to help save the environment and to show their respect for nature by participating in the program. A second sign used the social proof information by informing guests that the majority of guests at the hotel recycled their towels at least once during the course of their stay. These signs were randomly assigned to the rooms in the hotel.
Now, typically, experimental social psychologists are fortunate enough to have a team of eager undergraduate research assistants to help collect the data. But, as you might imagine, neither our research assistants nor the guests would have been very pleased with the research assistants’ sneaking into hotel bathrooms to collect our data, nor would our university’s ethics board (nor our mothers, for that matter). Fortunately, the hotel’s room attendants were kind enough to volunteer to collect the data for us. On the first day on which a particular guest’s room was serviced, they simply recorded whether the guest chose to reuse at least one towel.
Guests who learned that the majority of other guests had reused their towels (the social proof appeal), which was a message that we’ve never seen employed by even a single hotel, were 26 percent more likely than those who saw the basic environmental protection message to recycle their towels.4 That’s a 26 percent increase in participation relative to the industry standard, which we achieved simply by changing a few words on the sign to convey what others were doing. Not a bad improvement for a factor that people say has no influence on them at all.
These findings show how being mindful of the true power of social proof can pay big dividends in your attempts to persuade others to take a desired course of action. Of course, the importance of how you communicate this information should not be underestimated. Your audience is obviously unlikely to respond favorably to a statement like, “Hey you: Be a sheep and join the herd. Baaaaaaaah!” Instead, a more positively framed statement, such as, “Join countless others in helping to save the environment,” is likely to be received much more favorably.5
Besides the impact on public policy, social proof can have a major impact in your work life, as well. In addition to touting your top-selling products with impressive statistics conveying their popularity (think the McDonald’s sign stating “Billions and billions served”), you’d do well to remember to always ask for testimonials from satisfied customers and clients. It’s also important to feature those testimonials when you’re presenting to new potential clients who may be in need of some reassurance about the benefits that your organization can provide. Or better yet, you can set up a situation in which your current clients have the opportunity to provide firsthand testimonials to prospective clients about how satisfied they are with you and your organization. One way to do this is to invite current and potential customers to a luncheon or educational seminar and arrange the seating charts so that they can easily commingle. In this setting, they’re likely to naturally strike up conversations regarding the advantages of working with your organization. And if, while taking RSVPs for the luncheon, your potential attendees tell you they’ll have to call you back to let you know, just be sure to tell them that if your phone line is busy, they should keep trying…
Product details
- Publisher : Free Press; Reprint edition (29 Dec. 2009)
- Language : English
- Paperback : 272 pages
- ISBN-10 : 1416576142
- ISBN-13 : 978-1416576143
- Dimensions : 12.7 x 1.52 x 20.32 cm
- Best Sellers Rank: 209,715 in Books (See Top 100 in Books)
- 366 in Advertising (Books)
- 3,067 in Business Development & Entrepreneurship (Books)
- 13,876 in Psychology & Psychiatry
- Customer reviews:
About the authors
Dr. Robert Cialdini, thought leader in the field of Influence, has spent his entire career conducting, testing, analyzing, and publishing peer-reviewed scientific research on what causes people to say “Yes” to requests. The results of his research, his ensuing articles, and his New York Times bestselling books have earned him an acclaimed reputation as a respected scientist and engaging storyteller.
Robert Cialdini’s books, including his New York Times Bestselling Influence and Pre-Suasion, have sold more than seven-million copies in 44 different languages.
Dr. Cialdini is known globally as the foundational expert in the science of influence and how to apply it ethically in business. His Principles of Persuasion have become a cornerstone for any organization serious about effectively increasing their influence. As a keynote speaker, Dr. Cialdini has earned a world-wide reputation for his ability to translate the science through valuable and memorable stories. These on-stage stories are both dramatic and indelible leading to long-term applications. Because of all of this, he is frequently regarded as “The Godfather of Influence”.
Dr Cialdini is Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University. Dr. Cialdini received his PhD from University of North Carolina and post doctoral training from Columbia University. He holds honorary doctoral degrees (Doctor Honoris Causa) from Georgetown University, University of Social Sciences and Humanities in Wroclaw, Poland and University of Basil in Switzerland. He has held Visiting Scholar appointments at Ohio State University, the University of California, the Annenberg School of Communications, and the Graduate School of Business of Stanford University.
Dr. Cialdini is known globally as the foundational expert in the science of influence and how to apply it ethically in business. His Principles of Persuasion have become a cornerstone for any organization serious about effectively and ethically increasing their influence.
In acknowledgement of his outstanding research achievements and important contributions to world knowledge , Dr. Cialdini has been elected to the American Academy of Arts & Sciences and the National Academy of Sciences.
As a keynote speaker, Dr. Cialdini has earned a world-wide reputation for his ability to translate the science through valuable and memorable stories. These on-stage stories are both dramatic and indelible leading to long-term applications.
Because of all of this, Robert Cialdini is frequently regarded as “The Godfather of Influence”.
Noah Goldstein is a protege of Cialdini's. He is an assistant professor at the University of Chicago Graduate School of Business. He earned a Ph.D. in psychology under Robert Cialdini at Arizona State University in 2007, and he has published research with Cialdini in the Journal of Personality and Social Psychology.
Co-author of the Royal Society nominated international bestseller 'Yes! 60 Secrets from the Science of Persuasion' Steve's work applying behavioural science to business and public policy has featured in the national and international press including BBC TV & Radio, The Times, New York Times, Harvard Business Review and Time magazine.
He penned the original, now world-famous set of Tax Letters that generated millions in extra revenue for the UK Government and his popular business columns are read by over 2.1 million people every month.
Visiting Professor of Management Practice and Behavioral Science at Columbia Graduate Business School NY, Steve is also a guest lecturer on Executive Education Programs at Harvard Business and the London School of Economics.
He lives in London.
Discover more of the author’s books, see similar authors, read book recommendations and more.
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Customers find the book provides valuable insights into human psychology. They describe it as a great book for learning how to be more persuasive and practical. The writing style is clear, concise, and divided into small, easy-to-read chapters.
AI-generated from the text of customer reviews
Customers find the book's information useful and insightful. They find the concepts interesting and effective, providing valuable information in all areas of life. The content is easy to understand and provides good techniques and skills that can be immediately applied. Overall, readers describe the book as a true treasure trove of ideas.
"...In terms of the ideas, it is a true treasure-trove! Many of them will be familiar to people with some experience in the field – others far less so...." Read more
"...and reread this book and even as a hardened marketeer I still find useful ideas on how to improve the marketing of my business and that of my clients..." Read more
"...Some really good techniques in here. Is a bit if-y in the middle, is great at the start and end." Read more
"...somebody who has not read anything like this before, I found it extremely useful in both my (new) professional life and in my personal life...." Read more
Customers find the book easy to read and engaging. They say it's a great book for learning how to be more persuasive and practical psychology. It provides significant insights and is concise and to the point, making it an essential read for anyone who needs to get things done. While some found the middle part a bit slow, overall they found the book informative and satisfying.
"...Is a bit if-y in the middle, is great at the start and end." Read more
"An easy and useful read, more like a mixture of evidence in social science which you may have stumbled upon in other similar books...." Read more
"...Has 50 examples, each of a few pages each, and thus is a great book to have in your bag, when traveling, and you only have time to read a few pages..." Read more
"I have enjoyed every page of this book because of two reasons...." Read more
Customers find the book easy to read and concise. They appreciate the clear writing style without jargon. The chapters are divided into small, easy-to-read sections.
"Get this book! In terms of value for money, practicality, directness and ease of assimilation of the material this is the best book around in my..." Read more
"...The book has been divided into small easy to read chapters, which is good for those who don't want to wade through scientific papers to get to the..." Read more
"...Great style and straight to the point." Read more
"...is very direct. unfortunately it is not a first step into this theme, some basics on marketing..." Read more
Customers appreciate the book's value for money. They find it practical, direct, and a useful tool.
"Get this book! In terms of value for money, practicality, directness and ease of assimilation of the material this is the best book around in my..." Read more
"...to internalize it, this can become a really interesting and profitable tool." Read more
"...The lessons to be learned from this book are of huge value to anyone interested in social influence whether professionally or just out of curiosity." Read more
"As described, good value!" Read more
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A REVIEW - FOR EDUCATORS
Top reviews from United Kingdom
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- Reviewed in the United Kingdom on 14 July 2016Get this book! In terms of value for money, practicality, directness and ease of assimilation of the material this is the best book around in my opinion. It consists of 50 mini articles – ranging in length from two to three pages. Each one is based on one or more scientific studies and there are references at the back of the book. Following the description of the study and a brief discussion of the principle involved, the writers have considered possible applications – in the vast majority of cases in the world of business. The style of writing is clear, jargon-free and humorous.
In terms of the ideas, it is a true treasure-trove! Many of them will be familiar to people with some experience in the field – others far less so. For instance, did you know that if you are going through a job interview, it may be a good idea to start with one of your shortcomings? (p. 102) Or that if a strategy is hard for your students to imagine they are far less likely to use it, regardless of how good it is? (the ‘Fluency’ principle - p. 148) Or that one of the best way to get people to like us is not to do things for them but to get them to do things for us? (‘The Franklin Principle’ – p. 72) And here is one of my favourite stories (p. 9): C. Szot brought about a huge increase in the number of people who bought a product, simply by changing three words in the advertising message: in place of the all-too-familiar ‘Operators are waiting, please call now’ she substituted ‘If operators are busy, please call again!’ A small change, but what a difference! Sales soared! Excellent!
5.0 out of 5 stars A REVIEW - FOR EDUCATORSGet this book! In terms of value for money, practicality, directness and ease of assimilation of the material this is the best book around in my opinion. It consists of 50 mini articles – ranging in length from two to three pages. Each one is based on one or more scientific studies and there are references at the back of the book. Following the description of the study and a brief discussion of the principle involved, the writers have considered possible applications – in the vast majority of cases in the world of business. The style of writing is clear, jargon-free and humorous.
Reviewed in the United Kingdom on 14 July 2016
In terms of the ideas, it is a true treasure-trove! Many of them will be familiar to people with some experience in the field – others far less so. For instance, did you know that if you are going through a job interview, it may be a good idea to start with one of your shortcomings? (p. 102) Or that if a strategy is hard for your students to imagine they are far less likely to use it, regardless of how good it is? (the ‘Fluency’ principle - p. 148) Or that one of the best way to get people to like us is not to do things for them but to get them to do things for us? (‘The Franklin Principle’ – p. 72) And here is one of my favourite stories (p. 9): C. Szot brought about a huge increase in the number of people who bought a product, simply by changing three words in the advertising message: in place of the all-too-familiar ‘Operators are waiting, please call now’ she substituted ‘If operators are busy, please call again!’ A small change, but what a difference! Sales soared! Excellent!
Images in this review - Reviewed in the United Kingdom on 16 December 2008I have read and reread this book and even as a hardened marketeer I still find useful ideas on how to improve the marketing of my business and that of my clients. I read it thinking I knew a fair bit about persuasion and it turns out I did, but there were also lots of other things that I wasn't aware of.
The book has been divided into small easy to read chapters, which is good for those who don't want to wade through scientific papers to get to the key points. There are those that may argue that the book has been simplified for the mass audience - to which I say great. It is an easy read full of really useful tips, especially if you want to market your business effectively. Some of which are referenced in The Brighter Marketing Bible for Small Businesses as I thought they would help small businesses understand how to market effectively to their customers.
- Reviewed in the United Kingdom on 11 August 2016Boring language, thankfully they tell a story in each of the 50 ideas. Would be nice if they included a summary at the end of each chapter to quickly explain the way you can persuade people, thankfully they do it at the end instead.
Some really good techniques in here. Is a bit if-y in the middle, is great at the start and end.
- Reviewed in the United Kingdom on 26 February 2008This book was bought for me at Christmas as I wanted a career change and, as somebody who has not read anything like this before, I found it extremely useful in both my (new) professional life and in my personal life. I found the information in it easily digestible but not to the point of condescension. For those of us that have not had exposure to this kind of book in the past, it could not have been more practical. I have just bought another copy as a gift to my friend and I am hoping that he will benefit from it as much as I did!
- Reviewed in the United Kingdom on 19 September 2016An easy and useful read, more like a mixture of evidence in social science which you may have stumbled upon in other similar books. Great style and straight to the point.
- Reviewed in the United Kingdom on 31 August 2011"YES! 50 Secrets from the science of persuasion" should be seen as a companion to Cialdini's book: Influence: The Psychology of Persuasion, where he lays out the theoretical framework in an organized and easy to understand manner. YES! Has 50 examples, each of a few pages each, and thus is a great book to have in your bag, when traveling, and you only have time to read a few pages at a time. You are then left with a great thought for how to be more convincing.
Though for a great understanding of the concepts, one needs to read Influence.
- Reviewed in the United Kingdom on 13 November 2015I have enjoyed every page of this book because of two reasons. The contents were very interesting and the results of each study was inspiring and educating.
I recommend this book to anybody wishing to understand a bit more about the science of persuasion, with a clear aim to sharpen their skills when it comes to selling, marketing or general progress in life (we are all sales people after all).
I strongly recommend.
- Reviewed in the United Kingdom on 21 October 2010I have read some content about the principles or persuasion outlined by Robert Cialdini, one of the authors of this book. The 50 secrets to which they refer are mostly information and techniques related to those principles.
I think that if you are willing to put some tabs on your copy and come to it at least a few times while training to internalize it, this can become a really interesting and profitable tool.
Top reviews from other countries
- E.Reviewed in the United States on 7 January 2025
5.0 out of 5 stars Great book
Had to get this for a marketing class, a really good read with a lot of useful info
-
João Paulo Gonçalves SantosReviewed in Brazil on 4 April 2020
5.0 out of 5 stars Excelente livro
Ótimo livro!
Leitura empolgante, com fácil linguagem e para quem está começando a ler persuasão, pode ser surpreendente pois mostra como coisas simples podem direcionar nossas tomadas de decisão.
Cada capítulo expõe uma técnica/estratégia de persuasão, e o mais interessante, é que em cada capítulo tem experimentos que mostram como funcionam na prática.
Recomendo a leitura!
- Amazon CustomerReviewed in Canada on 26 June 2019
5.0 out of 5 stars Loving this book!
Wish I had more time to read it! There are great examples within.
- StanimirReviewed in Spain on 1 September 2018
4.0 out of 5 stars Good book!
This is a really good book, with practical examples... But sometimes the same concept is repeated more then twice.
- biju nambiarReviewed in India on 8 September 2014
5.0 out of 5 stars I loved this book
I loved this book. Entertaining , Insightful and must read for all marketing and sales folks. Wont harm the others though. All you can say for this book is YES!