Anyone can benefit from understanding the psychology of persuasion. Sales, marketing, finance, legal, operations, HR… doesn’t matter.
First, Reading Goals
The version of Influence: The Psychology of Persuasion I read was published in 2021, but this book dates back to 1984. It’s been around for a minute… This has been on my “to-read” list for quite some time.
I want to read more in 2023. Sadly, I only read one book in January. My goal is to knock out three books in February.
Introduction
I’m not a salesperson. I’m not a marketer. Nor am I a psychologist. I read this book to gain more knowledge on unfamiliar topics. This way, I can apply my learning to my professional life and influence people.
If you want to make a huge deal or refine your networking skills, this book is for you. Cialdini gives seven rules of persuasion that will help you win in any business situation. He digs deep into human behavior in a variety of situations.
People have said that this book brought about profound personal change; I’m not sure if it altered my life, but there were certainly some captivating stories within its pages.
Applicability to Business
Making your mark in the competitive business world depends on your persuasiveness. This book details how to use the psychology of persuasion and its rules to get the best results at work.
Suppose businesspeople can wrap their heads around the psychology of persuasion. In that case, they can learn how to close deals and talk to others. They can survive in a fast-paced business world with the proper knowledge and skills. Who knew understanding the brain could be so profitable, eh?
Human Behavior Explained
The book looks at the six universal principles of influence: reciprocity, commitment, consistency, social proof, authority, liking, and scarcity. Unity, the seventh principle, was added later on. Cialdini breaks down each principle. He explains how they can be used to influence and persuade others. He also provides real-world examples and case studies to illustrate the practical applications of these principles.
1st Principle: Reciprocation
This principle states that people are more likely to comply with requests if they have received something first. For example, if someone gives you a gift or does you a favor, you may feel more inclined to return the favor. This principle is often used in sales and marketing, such as offering a free trial or sample before asking for a purchase.
Next time you’re given swag after a vendor presentation, now you know why.
Internal Audit Example
I have an extensive library of policy templates, procedure templates, guidelines, and best practices. I share these with people all the time. By providing these resources to my stakeholders, they receive value. This may make them more willing to comply with requests in the future.
2nd Principle: Consistency
This principle states that people are consistent with their previously displayed behavior. They will likely continue this behavior instead of proving themselves wrong.
For example, if someone publicly states their support for a cause, they are more likely to follow through and donate. This principle is frequently applied in advertising and marketing through micro-conversions. Consistent small steps lead to larger ones.
Process Improvement Example
Think of it as taking baby steps – start small with pilot programs and sub-processes, and you’ll have the teams more consistent with the more prominent ideas soon enough. Who said learning couldn’t be fun?
Book Review: Agile Audit Transformation by Toby DeRoche
Dive into “Agile Audit Transformation” for insights on modernizing audits with agility. A must-read for auditors seeking innovation.
3rd Principle: Social Proof
Research suggests we tend to look at the actions or opinions of others when making decisions. This is known as “herd mentality.” For example, you feel more comfortable visiting a restaurant if other people eat there.
Dr. Cialdini explains how companies can use social proof as a powerful marketing tool to influence people’s opinions and purchasing decisions.
Internal Audit Example
Internal auditors use social proof to ensure that organizations comply with laws and regulations. Benchmarking! How often do you review internal processes or procedures and compare them to industry standards?
Social proof lets the auditor use other people’s actions to spot potential problems. This helps persuade management to step up their game.
4th Principle: Liking
This is probably the one I’m best at because it only requires a little thinking. Just make sure people like you as a person. If you like someone, you’ll say yes to their requests.
No example is needed; common sense.
5th Principle: Authority Figures
People are more likely to comply with requests from people they perceive as authority figures. Nurses often avoid challenging doctors when their prescriptions don’t align with their thoughts. However, they will not hesitate to question other nurses on the same matter. Most influential leaders are considered to have authority.
Compliance Example
A co-worker, probably: “Hey, safety rules don’t bend—they break!” Even when the department disagrees with the risk level, it’s best to take the EVP of Compliance’s word for it. After all, this person has been appointed for a reason. So don’t try to outsmart an expert; it can get you into real trouble.”
Check out my blog post on establishing authority when building an internal audit department.
6th Principle: Scarcity
If a product is labeled “limited edition” or “while supplies last,” people may be more willing to buy it. The product is considered scarce.
No better example of scarcity than everyone buying toilet paper when COVID arrived on the scene. I mean really?
Internal Audit Example
Blurb from the newsletter – “Don’t wait around. Compliance training can feel like a grind, but it’s worth it in the end. So to make sure everyone gets on board ASAP, we’re setting a firm deadline here at the internal audit department and letting people know that spots are filling up fast. It’s time to get motivated and get training!”
7th Principle: Unity
This principle was added years later in a subsequent edition of the book. Research suggests that people are more likely to comply with requests if they are made by someone with whom they have a shared identity.
Internal Audit Example
Let’s say some employees often ignore internal audit instructions. In this case, the auditor can try to find a common identity with these people. They may have attended the same school or shared similar interests. Once a connection has been established, it might be easier for them to take direction from the auditor.
My Thoughts on the Psychology of Persuasion
I uncovered excellent techniques for influencing people, and my imagination ran wild with the potential possibilities. Some of the stories were wild (hello, shock therapy). I enjoyed hearing how people tend to act, especially with all the science and evidence-based research.
A person selling or delivering a persuasive message can benefit from the universal principles as long as they’re patient. This book has almost 600 pages!
What I liked
- The author uses a clear and easy-to-understand writing style.
- There is practical and actionable advice on how to use the principles of persuasion in everyday life.
- Tons of scientific research, stories, and real-world examples.
- Great for marketing and advertising, as it provides valuable insights into creating compelling campaigns and advertisements.
What I Disliked
- It’s long, unnecessarily so.
- A lot of the examples are very outdated, like 50+ years outdated
- The author didn’t explore any cultural differences in these concepts
Wrap Up
Overall, Influence: The Psychology of Persuasion is a classic in psychology and should be read by everyone interested in the psychology of persuasion. It gives readers an understanding of how to use psychology to influence others and provides practical advice on applying these principles in everyday life. But other books explore more recent research and examples if you want something more current.
My Rating
Are you a reader?
I love talking to friends and family to see what they’ve been reading recently. It’s a great way to explore different genres and topics! I’d love to hear book recommendations!
Let me know in the comments below.
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