How it is that one person can more successfully get another person to say yes to a request?

When Robert Cialdini set out on a journey to find the answer to this question, his quest ended with him authoring a powerful book called “Influence: The Psychology of Persuasion“.

In a candid interview posted online, he shares with us the distillation of his extensive research into six “universals of influence” and explains how they can be used:

1. Scarcity — If we can’t have it, we want it
2. Similarities — We like people who are like us
3. Social Proof — We decide based on what people around us just like us have done
4. Reciprocation — We feel obligated to give back the form of behavior we receive
5. Authority — We value expertise, background and credentials in a particular arena
6. Commitment and Consistency – We place a premium on these when seeking solutions

Buy this book – It’s a must-read for any one interested in the psychology of persuasion.