225. Influence: 6 Proven Techniques to Improve Your Ability to Influence + BONUS!

Published in 1984 by HarperCollins Publishers, Robert Cialdini‘s book Influence: The Psychology of Persuasion outlines why people say ‘Yes,’ and offers 6 proven techniques that improve your ability to persuade others.

Persuasion has a bad reputation because it’s associated with selling things to people, sometimes selling them things they don’t even want. Hegarty on Creativity by Sir John Hegaty of BBH

When we have strong positive emotions about a brand we seek supporting evidence and ignore contradictory facts. 7 unconscious errors we make when buying brands by Douglas Van Praet

The expanding reach of intellectual property has introduced more and more possibilities for opportunistic litigation: suing to make a buck. Sample trolls and patent trolls are business models who have developed as a result of this. Everything is… Read More

We draw conclusions based upon how the information is presented—not the actual information itself. An ad for cream cheese that states 95% fat free is more likely to convince us than one that says it contains 5% fat…. Read More

Rather than simply stating the facts most advertisers typically embed their message into creative contextual devices that evoke feelings and bypass rational resistance. This is why advertisers use stories, poems, slogans, songs, jokes, pictures, symbols, characters, roles, and… Read More

You can be conditioned through advertising to choose logically inferior options. We can even become conditioned to find great pleasure in things that harm us. 7 unconscious errors we make when buying brands by Douglas Van Praet

Whether it is ‘two for one’ or ‘free toy inside,’ promotions are such common manipulations that we often forget that we’re being manipulated in the first place. Start With Why by Simon Sinek

Playing the price game can come at tremendous cost and can create a significant dilemma for the company. The short-term gain is fantastic, but the more you do it, the harder it becomes to kick the habit. Once… Read More

Lying is different from bullshit. When you lie, you know what the truth is but you intentionally misrepresent it. In a way bullshit is more insidious because people who bullshit often don’t know what the truth is and… Read More

When companies or organizations do not have a clear sense of why their customers are their customers, they tend to rely on a disproportionate number of manipulations to get what they need. And for good reason. Manipulations work…. Read More

Manipulation isn’t necessarily pejorative; it’s a very common and fairly benign tactic. Typical manipulations to influence behavior include: – Dropping the price – Running a promotion – Using fear Peer pressure – Aspirational messages – Promising innovation Start… Read More

The conscious mind will leap to conclusions, forming a coherent narrative based upon partial information. This strong tendency to draw conclusions from incomplete information is a cognitive rule called ‘what you see is all there is.’ Consistency and… Read More

Recognizing the irrationality of our decisions can help us make more informed, sensible choices and save money. 7 unconscious errors we make when buying brands by Douglas Van Praet

There are only two ways to influence human behavior: – You can manipulate it – You can inspire it Start With Why by Simon Sinek

Confidence depends on the quality of the story they can tell. So it’s not surprising that one of the hottest new forms of advertising is ‘Branded Content.’ Increasingly advertisers are choosing to spend their investments often in the… Read More

We are convinced by advertising based on consistency and coherence, not the quality and quantity of information. The best ad campaigns involve a simple clear emotionally evocative idea repeated over and over again. Less is in fact more…. Read More

We make decisions based upon the memories of our experiences — not the actual experiences. How we feel about a brand largely depends upon our memory of the experience provided by the brand, not what actually happened. These… Read More

Manipulation works. Every manipulative tactic can indeed help influence behavior and help a company become quite successful. But there are trade-offs. Not a single one of them breeds loyalty. Over the course of time, they cost more and… Read More

One day my manager showed me a horrible graph. It was pretty simple: the graph was steady, then it dropped straight down, then after a short period, the line shot straight back up and stayed level again: “That’s… Read More