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.
"Robert Cialdini's new book "Yes!" succeeds as a practical guide to scientifically-based, ethical marketing practices. It is a quick and engaging read with 50 short chapters, each focusing on a persuasive technique. 'Yes!' engaged my curiosity and gave me practical ideas that I will definitely try out. If you have a product, service, or idea to market, any one of these strategies could pay off in a major way. I am giving the book four stars because I would have preferred even more information, depth, and variety among the chapters. Readers who want more background on the psychology behind the techniques will enjoy Cialdini's classic book Influence: Science and Practice (new edition being released in August). For those interested in marketing and communication I also recommend Made to Stick: Why Some Ideas Survive and Others Die." - Amy Tiemann, creator of MojoMom.com
UK Sunday Express review of YES! says "For those of you who regard the advertising business as a short step down from selling snake oil, this book may make you go out and attack advertising billboards. Alternatively, it may just give you a valuable insight into the crazy world of selling. At the heart of this book is the belief that people's decisions are strongly influenced by what we believe other people approve of us doing. The authors argue that six key principles lay behind favourably influencing outcomes. This book from Goldstein, Martin and Cialdini serves up plenty of weird and wonderful case histories, which certainly make for an unusual read."
2008 Jan 20
"A Jedi-like tome on persuasion. Combines expertise to make an entertaining guide to tried and tested methods of persuasion� - Esquire Magazine
"A treasure trove of new information � fascinating offering countless insights into the way consumers behave� - British Airways In Flight Magazine
�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
�This book changed my way of looking at the world. This thinking is the real deal. Don�t miss out!� � Daniel Finklestein, Comments Editor, The London Times
�Yes! is the single best introduction to and distillation of research and wisdom on how to change peoples' minds, including your own.� � Warren Bennis Distinguished Professor of Business, University of Southern California and 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 3 to 5 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 "Just wanted to say that I have recently finished the book "Yes! 50 Scientifically Proven Ways To Be Persuasive". I cannot say enough what an eye opening experience it has been. We're currently in the process of building a very large online social network and I cannot wait to start using the principles in this book. Just the section on understanding the differences between Eastern/Western philosophy (ie informational/relational, individualistic/collectivistic) will definitely help us forsee and avoid many mistakes I'm sure we would have made otherwise. This book was worth every penny and I would recommend it to anyone. Job well done Mr. Cialdini and Thank You for this." - Dan Provence, Founder and President of Armageddon-Studios.com Video Game Developers
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