John R. Kowalski Integrative Marketing Fusion

[Book Review] Influence: The Psychology of Persuasion

[Book Review] Influence: The Psychology of Persuasion

Integrated Marketing Fusion: Book Review

Persuasion and influence are two of the most important skills any marketer can have. After all, what is marketing if not the ability to get people to take action? In his book Influence: The Psychology of Persuasion, Robert B. Cialdini, Ph.D. reveals the secrets to persuasion and influence. In this book, he discusses eight different segments of persuasion, with examples, research, and insights for digital businesses. If you want to learn how to persuade and influence your customers, then this is a book to check out.

Marketing persuasion and influence

At a recent Laboratory Products Association workshop, Rich Brooks of Flyte New Media was the presenter and recommended the book, Influence: The Psychology of Persuasion by Robert B. Cialdini, Ph.D. From reading the reviews and based on Rich’s recommendation, I immediately ordered this when I returned home.

Types of Persuasion

In this expanded edition, the author outlines 8 types of persuasion

  • Reciprocation: The Old Give and Take
  • Liking: The Friendly Thief
  • Social Proof: Truths Are Us
  • Authority: Directed Deference
  • Scarcity: The Rule of the Few
  • Commitment and Consistency: Hobgoblins of the Mind
  • Unity: The “We” Is the Shared Me
  • Instant Influence: Primitive Consent for an Automatic Age

By going into detail on the above, he also provides well-detailed examples, which help drive his points home.

Overall though… I found myself skimming rather than reading. Not sure if it was the mood I was in or the way the content was presented. Take a look if you’re interested and make sure it’s for you!

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