Book Review: Influence

Full Title: Influence: The Psychology of Persuasion by Robert Cialdini

5 out of 5 stars | Read the summary on Goodreads

This one's an oldie but goodie. If you're in marketing, you're in the business of persuasion. How can you convince prospects that they want your product? That they need it? 

Influence runs through the psychological principles behind how humans make decisions and how we react to those trying to persuade us. Humans have a whole series of convenient shortcuts—he calls them the click, whirr tapes in our heads—which automate our decision making.

As the stimuli saturating our lives continue to grow more intricate and variable, we will have to depend increasingly on our shortcuts to handle them all.

And while a few of the examples are a bit outdated, if you've never been exposed to psychology before, it's a great rundown of classic experiments and behavioral principles.

The tactics he outlines can help you be more persuasive in your copy, but also help you set up environments more conducive to getting the "yes."

Related: It's All Related

If you're in the market for some growth hacking tips, conversion experimentation on web, or brand-building—this book is a classic every marketer should read.