Robert Cialdini is the world's most cited social psychologist in the field of influence and persuasion, author of " Psychology of influence"- an international bestseller published in one and a half million copies.

The authors of the book, Noah Goldstein, Steve Martin and Robert Cialdini, are sure that persuasion is a science, although it is often mistakenly considered an art ... This is the science of relationships, it is based on psychological research and methods, therefore, by studying the psychology of persuasion and using the proposed strategies, even those who consider themselves unable to persuade a child to play can learn to persuade well.

I really liked the way the material was presented. The book describes 50 ways to increase the persuasiveness of your messages, and for each method, data from the study is presented, confirming the conclusions proposed in the book. Everything is presented very clearly and to the point, it is interesting to read the book, the examples are selected from real life, vivid and memorable.

I made a summary of the book in Mind map, you can find it at the end of the article. In the meantime, I will describe several ways from the book how to become more persuasive.

A few ways from The Psychology of Persuasion to be more persuasive:

• Method 3. People tend to follow the most common behavior, even if it's socially undesirable.

Theory: if social proof indicates a high frequency of unwanted behavior, making the information public could result in harm : “everyone does it, so I will”

Example. In one reserve, the management was very concerned that visitors were taking pieces of petrified wood with them, and therefore a notice was posted in the reserve “Every day your heritage is being barbarously destroyed due to the theft of small pieces of wood, amounting to 14 tons a year”.

The message is a condemnation, but at the same time - proof of the prevalence of this type of behavior. As a result, these 2 messages self-destruct. Paradoxical conclusion: p Since this ad was posted, thefts have increased. This was a "crime incentive strategy". Correct Answer: Announcement “Take away… prohibited” or “Please do not take away…”

An example of applying the same principle in business:

Instead of saying that many employees have stopped going to meetings, talk about the rules: what is customary to warn about the absence, and if they accepted the invitation, attend. It's wrong to say that "now more and more people are breaking the rules." Correctly“At the moment, those who don’t go to meetings are in a significant minority.”

• Method 10: A simple sticky note or a handwritten note can help and greatly increase response.

essence: people, seeing the extra effort and personal undertone of the request, feel the need to reciprocate and agree to comply with the request. The more personalized the request, the more likely you are to find someone who will agree to fulfill it.

This principle was tested during the study. Work colleagues were given a questionnaire with a request to fill it out:

• 36% completed the questionnaire that was simply sent
• If an accompanying note signed by the initiator was attached to the questionnaire, then 48% of the recipients answered such a questionnaire
• If a sticker with a request written by hand was pasted to the questionnaire, such questionnaires received 75% of responses

• Method 12. The principle of reciprocity

essence: gratuitous services cause social obligations. The principle of encouragement is weaker

What to do: When we seek to enlist the support of other people, we must offer them help sincerely and unselfishly.

Example: The hotel would like the guests to reuse the towels. Standard call “Please think about the environment that the chemicals in laundry detergents destroy…”. Instead, one hotel wrote “we care about the preservation of the environment and have already donated to the nature protection fund on behalf of our guests…. dollars. Please reuse towels". Result - 45% increased frequency reuse of towels

• Method 24. Dangerous when others think you are the smartest

We are talking about captainism here - the deadly passivity of crew members who are in the grip of the authority of the captain. Many examples when the captain of the ship/aircraft brought the ship to death, and the co-pilot/team did not see anything, because they were at the mercy of the authority of the captain

If leaders do not ask for help from team members, and team members are not able to defend their opinion, a vicious circle is formed.

Example: People from the research team, posing as doctors, called nurses and gave orders to administer a drug to a patient. 95% (!!!) of nurses immediately went to fulfill the order of the imaginary doctor.

• Method 25. Why sometimes good relationships in a team lead to disasters

Groups make bad decisions often due to a desire for group cohesion, isolation from outside influences, and authoritarian leaders. Such groups are characterized by: an incomplete review of alternative ideas, a biased information search process, an inability to assess the risk of options supported by group leaders.

What to do? Smart leaders always ask for the opinions of others before they publicize their own opinions.

• Method 38. Two simple words"Because" - and you are much more persuasive

The words BECAUSE have a unique impact. If you add a reason to the request, the request becomes much more convincing.

On request "Can I skip the line?" 60% of respondents agreed to let the person through. On request "Please let me skip the line BECAUSE I'm in a hurry" agreed 94%

Conclusion: all requests must be accompanied by justification, even if you think the reasons are perfectly clear and even if you think they are unconvincing (as in the example above).

• Method 43. How to get a head start in matters of commitment

essence: people have a craving to finish what they started.

Example: Researchers compared 2 loyalty program options. In both one and the other, customers had to collect 8 chips (each chip was issued for one car wash) to get one car wash for free.

If customers were handed a blank loyalty card with space for an 8 stamp sticker, only 19% of customers collected 8 stamps. If customers received a card with 10 stamps, of which 2 stamps were already pasted (there were still 8 stamps left to collect), then the percentage of customers who took advantage of the offer increased to 34%.

Conclusion: People are more committed to programs and tasks if you give them some evidence that they have already taken the first steps.

• Method 49. What makes people believe everything they read

When we are tired, we can become more susceptible to other people's misleading influence tactics. To avoid being scammed first (a double-playing persuader) and then ripped off (your disgruntled organization) when the stakes are high, reduce the number of tasks you are simultaneously solving.

Once again, I highly recommend reading this book. Abstract of the book in mind manager format - download

For those who do not use Mind manager, I am attaching images. The abstract turned out to be very large, so I made 5 files for convenient work with it.

Robert Chaldini. The psychology of persuasion. Synopsis Mind map, part 1

The psychology of persuasion. 50 proven ways to be persuasive Robert Cialdini, Noah Goldstein, Steve Martin

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Title: The psychology of persuasion. 50 proven ways to be persuasive
Author: Robert Cialdini, Noah Goldstein, Steve Martin
Year: 2013
Genre: Foreign business literature, Marketing, PR, advertising

About the book “Psychology of Persuasion. 50 Proven Ways to Be Persuasive by Robert Cialdini, Noah Goldstein, Steve Martin

The feeling of self-worth for any person is very, very important. Doesn't it make us fall into mortal resentment when our requests go unheeded, timid wishes are ignored, and ultimatum demands are simply not met? We are touched to the quick not only by the inattentive attitude of other people towards us, but rather by our own inability to convince another person of anything. At the same time, almost every one of us is personally acquainted with those people whose situation is radically opposite. They somehow magically can force others to do what they need - to convince. But why is this happening? Do people really have a similar talent, while others will have to “wander around in detours” all their lives?

A team of unsurpassed authors, consisting of Steve Martin, Noah Goldstein and Robert Cialdini, having studied a lot of literature, scientific research and examples of real people, have created a book that will be a real salvation for those who, it would seem, lack the gift of persuasion - The Psychology of Persuasion. 50 proven ways to be persuasive. In fact, according to the authors, this is not a gift at all. Persuasion is a learned skill, like eating with a spoon. This can be learned with a sufficient level of motivation and the opportunity to practice.

It's no secret that the ability to convince is a powerful tool not only in terms of communication. This skill will help any of us feel more confident, move up the career ladder faster, and more easily achieve what we want from other people. And the "Psychology of Persuasion" is designed to help us with this.

The book is a consistent description of fifty effective, scientifically proven and proven methods of persuasion, flowing smoothly one from the other. Cialdini and his team of authors, among other things, give not only effective and ethical methods of persuasion for all occasions, but I also warn my reader how an illiterate or unethical use of these methods can not only not give results, but, on the contrary, affect communication negative.

"Psychology of Persuasion" allows, by changing very little, to get amazing results in the field of persuasion and influence on people. This book will easily teach each person to cope with the most seemingly insurmountable tasks, honestly and competently build relationships with other people and be proud of themselves. Read the new book by Robert Cialdini "The Psychology of Persuasion", develop and put into practice your new knowledge.

On our site about books, you can download the site for free without registration or read the online book “Psychology of Persuasion. 50 Proven Ways to Be Persuasive" by Robert Cialdini, Noah Goldstein, Steve Martin in epub, fb2, txt, rtf, pdf formats for iPad, iPhone, Android and Kindle. The book will give you a lot of pleasant moments and a real pleasure to read. You can buy the full version from our partner. Also, here you will find the latest news from the literary world, learn the biography of your favorite authors. For novice writers, there is a separate section with useful tips and tricks, interesting articles, thanks to which you can try your hand at writing.

For more than sixty years, researchers have been studying the reasons that motivate us to agree to someone's request. There is no doubt that the basis techniques and methods of persuasion people lies science. And in many ways this science is surprising.

The first universal rule of persuasion is RECIPROCITY

People feel obligated to reciprocate the attention or favor they have received in the past.. If a friend invited you to a party, you will need to invite him over to your place. If a colleague has done you a favor, you must, on occasion, repay him in kind. Also in the case of social obligations, people are more likely to say "Yes" to those to whom they owe something.

One of the best demonstrations of the principle of reciprocity comes from a number of studies conducted in restaurants. For example, when you last dined at a restaurant, it is highly likely that the waitress brought you a small treat, most likely at the same time as the bill. It could be a surprise cookie or just a mint. Here the question arises - does this treat somehow affect the size of your tip? Most people say no, but mint candy can do wonders.

In a study, a treat at the end of a meal with candy increased the size of the tip by 3%. It is curious that if the treat is doubled, you are offered two sweets, then the increase in the tip increases not two, but four times - up to 14%. But the result becomes even more interesting when the waiter gives you one candy, steps away from the table, then stops and says that he has another candy for such nice customers. Tips increase by as much as 23%, reacting only to how the treat was presented.

Thus, the key to applying the rule of reciprocity is to be the first to do the favor and make it pleasant and unexpected.

The second universal principle of persuasion is based on RARE

That is people are more willing to buy things that are hard to get. When in In 2003, British Airways announced the cancellation of the second Concorde London-New York flight of the day due to economic inexpediency, and the following day there was a surge in ticket sales. Note that the flight itself has not changed - the plane did not fly faster, the quality of service did not improve, the cost of tickets did not decrease. It's just that the opportunity to use the service has drastically decreased. And as a result, demand has increased. So the technique for applying the rarity principle to persuasion is quite clear.

It is not enough to simply tell people about the benefits they will receive by choosing your product or service. You also need to emphasize the unique features of your offer. Tell people what they have to lose if they don't use it.

The third rule of persuasion is based on AUTHORITY

The point is that people are more willing to listen to the opinion of trustworthy experts.

For example, physiotherapists can convince more patients to perform the recommended exercises if they hang their medical diplomas and certificates on the walls of the office. Also in the parking lot, you are more likely to move your car at the request of a stranger if he is wearing a uniform and not ordinary clothes.

The important thing here is to make it clear to people that your knowledge and experience are trustworthy before attempting persuasion. Of course, this is not always easy to do. You won't walk around potential buyers and praise yourself. However, you can certainly arrange for someone else to do this for you.

And here science makes an unexpected conclusion. If you are advertised, it turns out that it does not matter whether your agent receives a profit from this or not. So one real estate firm was able to increase both the number of real estate appraisal bookings and the number of contracts subsequently awarded by advising consultants responding to client requests to start the conversation by mentioning the experience and merits of the firm's agents. For example, to a rental request, the response was something like this: “Let me put you in touch with Sandra, who has been leasing clients for over 15 years.” Clients interested in selling property were brought in with the advice: "You'd better talk to Peter, he's the head of our real estate department and has over 20 years of experience in the field." The result of these recommendations was a 20% increase in consultations and a 15% increase in contracting—not bad at all for such an innocuous method of persuading a person, which, moreover, requires no expense.

The next principle of persuasion is SUBSEQUENCE

People like to be consistent, both in their words and in their deeds. To to achieve consistency in behavior, you need to come up with the first small thing and invite people to do it.

In one famous experiment, an unexpected result was obtained. Very few residents of one of the residential areas agreed to place a nondescript wooden sign on the lawn in front of their house to support the company for road safety. And in another such neighborhood, nearly four times as many homeowners agreed to put up the same sign. Why? Because ten days ago they put a small postcard on the windowsill as a sign of support for the same company. This card was that small first step that led to a quadruple effect on the second, more difficult, sequential action. Therefore, intending to play on consistency in behavior, masters of persuasion try to lead people to voluntary, active public action. In the ideal case, seeking to fix it on paper.

For example, in a recent experiment, the number of missed appointments at a medical center was reduced by 18%. Due to the fact that patients were asked to fill out a doctor's appointment slip on their own. Whereas before it was done by medical workers.

The fifth method of persuasion is based on sympathies

People are more willing to say "Yes" to those they like. But why does one person like another? Persuasion theory says that there are three main factors here:

We like people like us;
We love those who praise us;
We sympathize with people with whom we do one thing in common.
A series of studies on the psychology of persuading people in the process of negotiating involved students from two well-known business schools studying for a master's degree in business administration.

One group of students was instructed, "Time is money, so get down to business." In this group, about 55% of the participants managed to come to an agreement. The second group was given different instructions: "Before you start negotiations, try to get to know each other better and find something in common that you all have." After that, already 90% of the negotiations were successful and gave a satisfactory result. That is 18% more for each side.

Thus, in order to use the effective tool of sympathy as a method of persuading people, one must make an effort to find areas of convergence in views. Try to express sincere praise to the interlocutor before moving on to discussing business matters.

The last principle of persuasion is CONSENT

A person is more likely to focus on the actions and behavior of other people when he himself is in indecision. You may have noticed that it is common for hotels to put cards in bathrooms encouraging guests to reuse bed linen and towels. Most often, the attention of guests is paid to the fact that this contributes to the protection of the environment. This method of persuasion turns out to be very effective - its effectiveness is 35%. But maybe there are more efficient ways?

As it turns out, about 75% of guests staying at a hotel for at least four days reuse their towels at one time or another. What if we use the consent rule and just write it on our card: “75% of hotel guests reuse their towels. Please follow their lead." As a result, refusals to change clothes will increase by 26%.

This method of psychological persuasion says that instead of relying on your own persuasion abilities, you can focus on how the majority behaves. In particular, such a majority, to which everyone can easily identify themselves.

So here they are six scientifically proven methods of persuasion, which are based on simple and often cost-effective practical techniques that can multiply your ability to convince people and influence their behavior, and in a completely honest way. These are the secrets of the science of persuasion, applied in various areas of life, ranging from simple interpersonal communication to their use in advertising and marketing.

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Robert Cialdini(Robert B. Cialdini b. April 24, 1945) - gained fame thanks to his book "The Psychology of Influence".

He studied at the Universities of Wisconsin and North Carolina. Postgraduate student at Columbia University. Throughout his research career he worked at Arizona State University. He has been a visiting professor and researcher at Ohio State University, the University of California at San Diego, the University of California at Santa Cruz, the University of Southern California, and Stanford University. In 1996, Cialdini was President of the Society for Personality and Social Psychology. Winner of various awards in the field of social psychology, consumer psychology, teaching psychology. In 2009 he stopped his scientific activity.

Experimental social psychologist. He studies the psychology of compliance. Clarifies the operation of the mechanisms of requests and demands, which he called "instruments of influence."

Engaged in the study of the influence of interpersonal relationships of people. He considers various cases from his own practice and suggests methods for reasonable control. He bases his research on personal experience and finding out the reasons for his own behavior. One example, which he narrates in his book “Social Psychology. Understand others to understand yourself,” is the case of the Boy Scout.

One day on the street, a Boy Scout boy offered to buy tickets for a certain performance at a price of $ 5 apiece to Robert. To a categorical refusal, the boy replied: "Well, then buy two chocolate bars for a dollar apiece." Cialdini happily agreed, and then thought: “I don't like chocolate and I like dollars. Why did I buy chocolate? This is explained by the principle of excessive demand, then retreat. He gives various “everyday” names to these phenomena, for example, “the principle of repaying debts”: an experimenter in the cinema leaves the hall during a screening and returns with two bottles of cola, for himself and for a neighbor who did not ask him about it (moreover, the cola goes to the neighbor absolutely free). After the session, he offers his neighbor to buy lottery tickets, and the neighbor, in gratitude, buys tickets from him for several times the cost of a cola.

Using such examples, he considers the mechanisms of mutual influence of people, their causes and consequences. Considers the problem of a large flow of information and the property of the human psyche to respond to some key phrases.

Rated the book

The "primary" author of this book is Robert B. Cialdini, a recognized authority on the psychology of influence in interpersonal relationships. He is the author of one of the basic books in this area, "The Psychology of Influence", written more than 30 years ago, but not losing its relevance. Those who, like me, have read this book will find a lot in common, which is not surprising, since The Psychology of Persuasion can be said to have grown out of The Psychology of Influence. Both books are somewhere between serious psychological work and popular exposition. Moreover, the “Psychology of Persuasion” tends more towards the second pole. Cialdini relies on the data of numerous experiments and studies, but at the same time, the book completely lacks any theoretical basis. The author, as it were, says: “This crap really works: here are the experimental data.” Explanations why this crap works, if any, are given in very simple language, without special terminology and without going into theory.

The subtitle of the book says "50 Proven Ways to Be Persuasive" and it's true. The book describes 50 different tactics that you can use to get the other person (or reader) to do what you want. In general, almost all methods can be grouped according to the mechanism of influence underlying them. In his Psychology of Influence, Cialdini described 6 such mechanisms: social proof, authority, reciprocity, scarcity, the principle of favor, the principle of consistency. In general, the narrative will be built around them, although a lot of new things have been added, for example, situational factors that increase persuasiveness.

The undoubted merit of the book is its practical orientation. Cialdini et al. not only formulate methods and provide evidence for their effectiveness - they show how these methods can be used. Of the shortcomings - the book is strongly focused on a person of Western mentality. Although the authors claim that tactics are based on universal principles, at the end of the book they do a little excursion into cultural differences in the psychology of persuasion. But this excursion is extremely insufficient. And in Russia, meanwhile, rather eastern than western mentality. For example, the principle of mutual exchange, which is given great attention, works very poorly for us. But here authority at us works extremely effectively. And not many pages are devoted to authority.

Outcome. The book is not scientific and psychological, it is aimed at a wide range of readers. The Psychology of Persuasion is a good read for anyone interested in psychology. And for those whose professional activity is connected with persuasion, the book is highly indicated.

As a bonus - all 50 ways in a very brief summary:

1 Use social proof
2 Use social proof from similar people (more than similar - anyway)
3 Social Proof of Unwanted Behavior Works Too
4 "Better than Average" Behavior Needs Tokens of Approval
5 Too much variety leads to refusal to choose
6 Free bonuses are of low value. To avoid depreciation, you need to tell people the true value of bonuses.
7 Use lower and higher price offers. People tend to choose the average.
8 Messages that appeal to fear and threat should be accompanied by a description of the steps necessary to neutralize the threat. Otherwise they don't work.
9 The rule of social reciprocity. I to you, and you to me.
10 Personalize the request
11 Replace "bonuses for everyone" with personal ones, even if it's appearance
12 Calls like “if you…then we…” don’t work
13 Over time, we underestimate the value of the services rendered to us and exaggerate the value of the services we provided ourselves.
14 Having fulfilled a small request, people will more readily fulfill a large one.
15 Positive Shortcuts Work
16 Voluntary, active and public commitments work best. Their people tend to perform
17 Commitments can be made active by asking people to write them down.
18 Resistance to change can be overcome by showing that change is a logical consequence of previous actions
19 He who has done us a favor thinks better of us.
20 Point out that small steps (amounts, actions, etc.) are also important and accepted
21 Low starting price leads to high selling price when there are many bidders
22 Let others represent you. Even if it is clear that they are paid for it
23 Group discussions are most effective, but individual decisions
24 Authority Convinces
25 Same as 23
26 Presence of Opposition Opinion Improves the Quality of Decisions
27 Learning from failure is more effective than learning from success
28 By pointing out small flaws, we increase confidence in big virtues.
29 This is especially effective when there is a link between disadvantages and advantages
30 Pointing out the internal causes of failures (and measures to eliminate them!) Is more effective than pointing to external causes
31 It's best to blame technology for failures, not people.
32 Similarity (even superficial and insignificant) makes us feel better
33 Especially if it's the similarities of names
34 Therefore, mirroring the pose and repeating the words works
35 Smile Sincerely
36 People choose what is in short supply, the supply of which is limited (including in time)
37 Communicating what a person has to lose is more effective than mentioning a gain.
38 It is important for people to know the reasons, even if these reasons are far-fetched. If they themselves come up with the reasons for their behavior, this significantly strengthens them in this behavior.
39 But it only works if such reasons are easy to come up with. If it's difficult, it will have the opposite effect.
40 People love simple, readable and easy to pronounce names
41 Rhyme makes messages more memorable and engaging
42 To give the impression of a small one, compare with a large one; to give an impression of a large one, on the contrary, with a small one. Principle of contrast
43 Give the impression that people have already received something (some kind of bonus), even if it's a fake bonus.
44 People like exotic names (only if they're easy to pronounce) and unexpected associations
45 Remind Your Messages Where People Directly Make Decisions
46 The mirror and even the image of the eyes make people behave more socially acceptable.
47 Disappointed people are willing to pay more money
48 Under the influence of strong emotions, people pay less attention to quantitative differences and more to qualitative ones.
49 Fatigue increases suggestibility and susceptibility to influence
50 Coffee drinkers are more prone to persuasion

Rated the book

1. When you need to convince someone of something, most people rely on personal experience, not taking into account either the facts or the methods of persuasion.
2. Embrace the six basic principles of influence: “reciprocity,” “authority,” “commitment/consistency,” “scarcity,” “benevolence,” and “social proof.”
3. A small gift or courtesy will increase your impact: they will want to repay you with something.
4. The public believes in authorities, so enlist the support of an authority figure.
5. Everyone wants to be consistent and committed, so show the other side how your proposal aligns with their values.
6. The more rare a thing is, the more we strive to possess it.
7. People want to be liked, so learn to see the good in everyone.
8. In many situations, follow the majority. By clearly defining the norms, you will achieve the desired behavior.
9. Fear paralyzes, so use scare tactics only if you have something that will take the fear away.
10. Admit mistakes. Honesty will increase your influence.

Six Principles of Influence

Persuasion is a curious thing. It is connected with the knowledge of human psychology, and in life any of us is faced with its manifestations every day. Therefore, trying to convince others of something, we first of all rely on our own experience. In fact, few of us will be able to say with certainty what prompted us to do this or that act. But we easily draw conclusions on the basis of incorrect premises. One way or another, the ability to convince is treated as an art, almost witchcraft. Whether you have a natural gift for persuasion or not, you should get acquainted with a number of techniques, the effectiveness of which has been proven by scientific experiments. Most of these techniques are based on the six "universal principles of social influence."

“Reciprocal exchange: we feel obligated to provide a favor for a favor”

If you share something with someone - even if it's just a can of cola - that person will usually want to do something for you in return. This impulse can come in any form: he will agree to your offer or buy more of your product. To use this trick, think about what you could do for the other side. Help with something? Gift something? In communicating with people whom you somehow helped or presented something, you will have an additional leverage. This is the essence of "mutual exchange" that works even in the case of the most trivial signs of attention.
However, it must be borne in mind that the value of signs of attention begins to be perceived differently over time. The one to whom you give a gift appreciates it above all at the moment when he receives it; later, the gift ceases to seem valuable to him. In your case - a person who has done a favor to another - it's quite the opposite. Chances are, over time, it will seem even more significant to you. This difference in perception can create tension in your relationship, so keep it in mind when you're quid pro quo.

Convincing someone of your professionalism or the importance of your problem is not an easy task. You need to prove to people that you are worth something, while not exposing yourself as a narcissistic bouncer. In this situation, it is best to have someone introduce you. You can even pay this person, because people usually underestimate “situational factors”. That is, they do not notice how circumstances affect the actions of others, therefore they trust what they see (more than they should). This pattern can be used at work. If two employees are doing the same thing, introduce each as an expert in a particular area and direct the appropriate requests to either one or the other. People will pay more attention to the words of a so-called specialist, even if he is no better informed than his comrade.

“Commitment / Consistency: We want to act in accordance with our commitments and values”

The habit of consistency manifests itself in different circumstances. Let's say you want someone to do you a big favor. To begin with, ask him to do something completely trifling for you: this is how this person will have a model of your interaction in his mind. Selling a small sample has a similar effect if you need to sell a large lot. The tendency to consistency will also manifest itself in the one to whom you attribute certain qualities. Let's say you tell someone that you have no doubt that he is a wonderful person. Then he, most likely, will try and act in such a way as to correspond to your high opinion.
To achieve socially responsible behavior (like voting), get people to make a public promise (in this case, to vote). The more actively a person - including yourself - demonstrates his determination to accomplish something, the more likely it is to get a real result. Hence the following tips. Write down your plans, don't just think. Design surveys in such a way that respondents choose from different options, and do not check the “agree” box next to one proposed solution. When arranging a meeting, ask the other party to set a time - in this case, she will feel more responsible. Use people's desire for consistency to change bad habits. Don't tell them they're wrong: present them with new behaviors that better fit their value system.
A variation of this approach will work in a situation where relationships are not going well. Let's say a co-worker doesn't like you. Ask him for a small favor. You will have to muster up the courage to do this, but it's worth it. Having helped you, he will treat you more favorably - so his act and opinion about you will correspond to each other. Use the same small favor tactic when raising funds for charity. Ask for a very small amount; say that every penny will help. When the threshold is low, people are more likely to donate, and many will give you more than if you didn't name a minimum.

“Scarcity: the less available a resource, the more we desire it”

As soon as General Motors announced that it was withdrawing Oldsmobile from production, sales for this model jumped. Why? Because buyers realized that Oldsmobile would become a rarity, and everyone wants to have a rare thing. This is a very strong incentive, because for most people it is more important to avoid loss (and sometimes the very thought of loss seems monstrous) than to gain something new. Therefore, in order not to abandon your traditional product, focus on what properties the consumer can not get from any other manufacturer except you.
It is not easy to draw attention to your products, but to make it uninteresting for the buyer is elementary - just offer it for free. The buyer will take this as evidence that your product is worthless and completely useless. To prevent this from happening, mention the cost of the product, but emphasize that you provide it to customers without requiring them to pay for it. This technique works well in the service sector. If it is customary in a restaurant to serve mints after dinner, then visitors consider this to be in the order of things. But if the waiter accompanies the distribution of refreshing lozenges with a personal appeal or a compliment to visitors, they will accept this gift with gratitude, and in this case the tip will increase.

“Goodwill: the more we like a person, the more we want to say “yes” to him”

In the service sector, it is especially noticeable how some basic persuasion techniques work flawlessly. For example, customers can easily distinguish the artificial, fake smile of the staff from the sincere one. Whether you are serving a table in a restaurant or sitting at the reception desk in a hotel, if you smile while saying "Hello", people will rate your level of service as higher.
Of course, such a natural, friendly facial expression is difficult to maintain in any situation. It is possible to organize training for the staff to develop emotional skills, but this will not be cheap. Alternatively, take on the role of a mentor yourself: teach your employees to see the good in people. This attitude especially helps when you communicate with a person who organically you do not like. Remember what he is especially good at. Having discovered qualities worthy of respect or admiration, it is easier to get rid of hostility.
Usually sympathy is felt for someone who has similar personality characteristics. This also applies to similar views, and such seemingly insignificant coincidences as a name or title. When the city of Quincy in Illinois was badly hit by flooding, the city of Quincy in Massachusetts received the most help and support from the city of Quincy. Written surveys were answered by more people whose name matched the name of the survey author. Use similar patterns in other areas. Reproduce the gestures and facial expressions of the interlocutor - and you will be more likely to succeed in negotiations. Repeat the order that was made to you, in the words of the visitor - and your tip will increase.

“Social proof: we are guided by what others are doing”

Those who make decisions based on the opinions of others resort to social proof. With it, you can encourage people to take certain actions. For example, when a hotel told customers how many people had already signed up for the eco-towel recycling program, they responded more readily. This trick worked even better when guests were told how many of those staying in the same room had become members.
For the most part, we are used to obeying social norms. If you manage to clearly define these norms (as the requirement for silence is indicated in the reading room), more people will follow them. Your attitudes will be more likely to be followed if you give an example of a person with a similar status: if you are a teacher, use an example of a mediocre student, and not the most capable one. To make your written appeals work best, place them where people make decisions. Example: place a warning about the dangers of excessive drinking not in a clinic, but in a bar. Consider cultural context. To elicit a response from a member of an individualistic culture (for example, a resident of the United States), emphasize the benefits to the individual. In the same country where collectivism is traditionally strong (for example, in South Korea), talk about benefits for the group.
The ebay online auction showcases how you can get people to take action. When a bargain starts with a high bid, people conclude that the item is really valuable. On the other hand, with a low starting price, the entry barrier is lowered and more people participate in the auction. And their presence serves as social proof to everyone else that the subject is indeed of interest. However, if other factors increase the barrier to entry (for example, the name of an item is misspelled), the low price is not an effective incentive.

Other tactics

When there is a large selection, people feel confused, so to encourage them to buy something, limit the number of varieties of goods on the counter. To emphasize the variety of choices, add one more expensive item. In addition, the price for it will mark the upper limit of the range, and customers will perceive the middle differently: now it will include the price that used to be the upper limit. People are paralyzed not only by the breadth of choice. If they have concerns about something, they will remain inactive. But when you provide information about how to solve a problem that scares them (for example, if it is related to health), it is fear that will become a motive for buying. Most of us have a need to get rid of what causes fear by any means. In addition to fear, there are a number of other physical and emotional conditions that reduce a person's ability to objectively evaluate. For example, due to lack of sleep, we take at face value the most implausible claims.
When working in a team, do not forget about the laws of group dynamics. This does not mean that any issue should be put to a vote. But even as the most capable and knowledgeable member of the group, consider the point of view of others: when several people analyze a problem, it can be seen in a completely different light. In addition, working together brings the team together. However, in a group there is always the danger of the emergence of groupthink, when everyone takes the same position on the issue. In this case, appoint someone to act as an opponent (play the role of “devil's advocate”) - this will help to find a more original solution. Better yet, if you manage to find someone who really disagrees.
Even mistakes can be learned from. Participants in the trainings learn more useful from those cases where the actors make mistakes than from those that simply show a pattern of behavior in given circumstances. Acknowledging your mistakes, as well as your limitations, increases the trust of others. This also applies to restrictions on the services you provide. For example, one American auto insurance firm offers customers a free comparison with other providers. In some cases, its rates are the lowest; in others, she herself points out to customers more profitable options for competitors. However, it remains one of the most popular insurance companies.
Recognition of shortcomings increases consumer confidence. Talk about the minor flaws of your product in the process of describing its undeniable advantages. If you make a mistake, don't try to hide it. Recognize it and talk about how you are going to fix it. This will characterize you as an honest person and increase your credibility.
One of the easiest ways to make what you say more persuasive is to use the words "because." If you explain why you want something, they will agree with you much faster, even if your arguments do not seem strong enough. Cause notation works in other situations as well. Make it easy for your consumers to articulate a reason to buy your product. Just don't ask them to list 10 reasons: if they stop at the fifth, they will start to have trouble. But it makes sense to ask a potential buyer to name 10 reasons for buying a competitor’s product: when he cannot do this, your offer will seem more profitable to him. By launching a consumer loyalty program, give people a head start. Instead of offering one unit for free after they buy 10, offer a reward after they buy 12 units and credit their account with two purchases immediately. Then you put the cherry on the cake and you're done!

So. This book is the icing on the cake. And almost all methods are also icing on the cake for a person who knows how to convince. The mere fact that most methods have been studied by scientists and methodologists suggests that they are rather those 80% of the efforts that give 20% of the result. In this case, I would take 5% for the result.
If you want to learn how to convince people, read other books. By rhetoric, by black rhetoric, by public speaking, again, simply by the methods of persuasion (here, for example, Nikita Nepryakhin "Persuade and win" - just a collection of tactics).
If you know how to convince people and you are interested in the secrets of mastery, say, grace, not just to convince, but to do it beautifully, gracefully, getting satisfaction from elegance - this book can help. However, it does not justify its loud name.

Another reason to read this book is a collection of fun facts to share with co-workers over lunch or put into a presentation. Practical application in the form of a textbook is extremely doubtful. Of the 50 techniques described, one can hardly remember more than 5 relevant ones, there are also frankly funny ones, especially for our person, as the author of the "collective way of thinking" writes.

The summary is as follows - the book is like a small river. Maybe you will catch a couple of ideas, but this is clearly not enough to satisfy this. But wander knee-deep in water - plenty.