Influence: The Psychology of Persuasion


Author: Robert B. Cialdini
Recommended by: Charlie Munger

Influence is a world-renown book on persuasion: the science (not art — note the distinction) of making people say “yes”. Needless to say, this work provides many insights into marketing and advertising psychology.

Cialdini expounds on six unique principles that one can use to become a skilled persuader:

1. reciprocation
2. commitment and consistency
3. social proof
4. liking
5. authority
6. scarcity

We’re all probably quite familiar with the concepts of social proof and authority; you’ll find literally thousands of blog posts and articles on the subjects.

But I doubt that a majority of us have spent a ton of time thinking about how to build consistency and liking (Cialdini’s theory that people are more likely to say “yes” to things/people that they already like) into a marketing approach. Influence will show you how to do so.