Influence

The Psychology of Persuasion

by Robert Cialdini

PaperbackFirst published 1984Psychology★★★★★ 4.7 (3 reviews)

Why read it

A clear tour of the levers that make people say yes. Useful whether you are writing a sign-up page or trying to notice when someone is working on you.

Key ideas

1. Small favors create a strong pull to give something back.
2. When we are unsure, we look at what people like us are doing.
3. Scarcity and authority raise how much we want something, often more than the offer itself.