I recently read “Yes! 50 secrets from the science of persuasion” by Goldstein, Martin and Cialdini (Profile books, 2007). Written by a USA/UK team, it summarises a wide range of published scientific experiments, some of which are very recent, and draws out lessons for managers and workers in marketing/sales. It’s similar in its themes to Cialdini’s previous books on persuasion, but definitely aimed at the business community rather than researchers or students.
If I say it’s been dumbed down for managers, I risk irritating any managers who read this… well, I’ve gone and said it anyway.
Below are my one-line summaries of the book’s evidence-based tips. They aren’t meant to substitute for the book itself (which is a recommended read, except for some annoyingly twee aphorisms) but if you already know about persuasion research, this may be a helpful guide.
- Convey that your product is popular, to…
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