Yes!: 50 Scientifically Proven Ways to Be Persuasive

Say 'yes' to Yes!

n 1984, social psychologist Robert Cialdini published Influence: The Psychology of Persuasion. He did his research by studying car salesmen, Hari Krishnas, telemarketers, and other master persuaders, cataloguing the tricks of their trade and distilling the underlying psychological principles. The result was a field guide on how to apply -- or resist -- the bait-and-switch, the lowball, the reciprocity effect, and the other tools of the persuasive class. An instant classic, the book is still taught in Psych 101 courses everywhere. Now, in Yes!: 50 Scientifically Proven Ways to Be Persuasive, Cialdini -- along with his research collaborators Noah J. Goldstein and Steve J. Martin -- revisits the same terrain, bringing to bear the latest advances in the science of mind. As it turns out, the laws of influence don't work the way we think. Take social proof -- the fact that when we see other people doing something, we want to do it, too. It's why product testimonials work so well. But it also explains why some marketing campaigns backfire: One anti-littering campaign bears the slogan, 'This year Americans will produce more litter and pollution than ever before.' By communicating that littering is common, these ads actually make the problem worse. For the same reason, a sign warning that a national park was threatened because so many people were removing pieces of petrified wood resulted in a tripling of the rate at which people stole. Presented in short, engaging chapters, each illustrating one principle of persuasion, the book is filled with similarly jaw-dropping insights. It also provides concrete suggestions on how to harness this wisdom in real-life situations. Like Influence before it, Yes! will no doubt prove indispensable for anyone curious about the art of persuasion. Another great book on the subject of persuasion is The Emotional Intelligence Quick Book

2 out of 3 people found this review helpful.

Ummm .... Yeaah

So! A few scientifically proven reasons why this book might not be for you. I first heard about this book after reading a little blurb from the author in Maxim. The title is just great it really entices one to want to read it. Next, I ran out and pre-ordered it. I finally received it and in my opinion the book is just alright. The chapters on average are 3-4 pages long, very quick read. The 'scientific studies' in which these fellas are conducting have a lot more variables then they want you to believe and thus the results don't strike me as compelling. The writing style for each chapter is predictable where in the span of 3-4 pages it reads intro, 'scientific study', and then non-compelling results. I would suggest some form of yard work. Joe P-450

2 out of 3 people found this review helpful.

Great book!

I LOVED this book! Very insightful as well as an interesting and engaging read. Each chapter stated the principle, explained the principal, and then gave examples of how to apply the principal. Loved the practical examples and greatly appreciated that this book is based on empirical research rather than the authors' gut or visceral reaction. I am going to buy copies for my friends who are in sales. I thought it was also very useful for other professionals and anyone who may be interested in the psychology of decision making. I am also going to sign up for the author's free newsletter since I enjoyed it so much.

1 out of 1 people found this review helpful.

Science and Intuition

It has a lot of anecdotes and social experiments, it explains the difference among manipulation and persuasion, it is very interesting with good -tips- for daily communication. It helped me with meetings and normal dialogue with people, it has a lot of science in it with instinct from the authors.

Clear A Spot On Your Bookshelf!

As a corporate director of human resources, the bulk of my day-to-day existence is convincing people - whether subordinate or superior - to do what I believe is best for the organization. I have just finished the new book, "Yes!" Three things in this great book stand out for me.

1. Real world case studies in the actual business arenas.
2. Contains a wealth of techniques that are easily implemented.
3. An easy and fun-filled read. Truly well-written.

I find the new book highly useful and a must-read for everyone that must persuade others in order to survive in the corporate jungle. I highly recommend it to all managers of all stripes.

Michael L. Gooch, SPHR

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