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Monday, March 20, 2023

Book Recommendation: Influence: The Psychology of Persuasion by Robert Cialdini, PH.D.

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What if persuasion wasn’t just down to a person’s “natural charisma”? In Robert Cialdini’s book, Influence: The Psychology of Persuasion”, he goes over 6 principles of influence and how to use them. This book focuses on seeing persuasion as a skill rather than a natural attribute, thus making it possible for anyone to learn this skill.

The 6 Principles of Influence

  1. Reciprocity – Give what you want to receive
  2. Consistency – Active, public, and voluntary commitments
  3. Social Proof – People rely on and believe others similar to themselves
  4. Liking – People like those who like them
  5. Authority – Become an expert and establish your credibility
  6. Scarcity – As something become scarce, its value increases

The list above contains the 6 principles that are discussed in this book. Also, here is a link to another short summary of the book. I recommend this book especially to anyone involved in a sales funnel.

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