I’ve often been asked if there is a simple book that will help business owners understand the marketing psychology that makes customers say “yes” and will then explain how to apply these understandings. The short answer is yes: there is a brilliant book called ‘Influence – The Psychology of Persuasion’ by Robert Cialdini (Ph.D)
The background to the book is that Cialdini wanted to understand for himself why things were more persuasive, and so carried out research in the area of persuasion which he conducted and then published. Not surprisingly, although a useful tool for others to understand why they were persuaded into things, this information was a gold mine to all potential marketers, and the six universal principles he identified are adopted in every good marketing campaign I’ve ever seen, an if you apply them yourselves it will undoubtably help you grow your business.
The six principles are:
2. Commitment & consistency
3. Social proof
If you are involved (or ever going to be involved) in marketing, read this book as it is worth its weight in gold!