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Influence: The Psychology of Persuasion

by Robert B. Cialdini


Did you know that in 2015, more than $180 billion were spent on marketing in the United States? But why? Because companies know that there is a hidden gold mine in the business of persuasion. Whether you’re a student, a professional, or an entrepreneur, persuasive skills will help you at some point in your life. You might use this knowledge to write the perfect scholarship essay, ask your boss for a raise, or negotiate a lucrative business deal. This book digs into people and dissects their decision-making process in a charming way.

Influence explains exactly what you need to do to persuade others and even YOURSELF—sometimes you just need to convince yourself that you can do something. You’ll learn the fundamentals of habits, creativity, mental toughness, confidence, and, of course, negotiations. This book gives you a tool to hack into your own brain and reprogram it for success.

The best part about the habit ideas in this book is that you don’t need to spend money or even face fearful situations to implement them. The ideas are based on simple psychological tricks such as writing on paper to enforce commitment. However simple, the ideas listed form the foundation of marketing and persuasion in the real world.

About the Author

Dr. Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation.
His books including, Influence: Science & Practice, are the results of years of study into the reasons why people comply with requests in business settings.

Great ideas from this book

Habit-Creation Skills

1. Don’t start a new habit without a solid reason.

2. To fight stagnation, start with small habits.

3. Public commitment is the best way to commit to anything.

4. Reduce the number of decisions you make every day.

Mental Toughness

5. To be mentally tough, focus on small goals and increase their size gradually.

Networking Skills

6. To network with people, provide them with value.

7. To become likeable, be similar and get involved in cooperative activities.

Negotiation Skills

8. To win negotiations, use the reject-then-retreat strategy.

Goal-Setting Skills

9. Always write down your goals on paper to solidify your commitment.


10. Put great effort into your commitment.

11. To make any task appealing, combine it with a pleasant add-on.


12. Always work on things that matter to you and not to impress others.


13. To handle manipulation, trust your gut.


14. To know whether you’re on the right path, ask yourself if you’d make the same choice again.


15. To conquer your fears, gather social proof and take small steps.

16. Improve your physical appearance to be more confident.

Persuasion Skills

17. To convince people about something, provide social proof.


18. To achieve extraordinary success, stop following others and do something unique.

19. Put actions behind your words.