OK, first of all, without any background, this book’s title is misleading. This is especially true if you come at it, as I did, from a source on top quality business books. This is not targeted at the sale professional and It is not a “how to” on persuasion. It is a discussion of how our minds are persuaded and how the mechanisms that produce genuine, desired persuasion can be exploited.
When faced with a decision, it is simply not possible for one to objectively gather and weigh all of the relevant information before acting. Our world has become too fast-paced and complex for that. To cope, whether we are aware of it or not, we lean on a number of shortcuts. Example: Often when faced with a choice between different versions of the same good, rather than research we tend to assume that the more expensive of the options is of higher quality and the cheaper versions are lower grade.
Cialdini outlines six such mechanisms by which we are persuaded. If I were to simply list them here, you would find nothing earth-shaking. Though you’ve probably never set out to assemble a list of ways in which you can be persuaded, given the premise of each you would easily guess the resulting behavior. They make perfect sense, and as you read, many examples of having succumbed to each mechanism will quickly come to mind.
That’s the rub. Though they are intuitive and though, after reading this book, we are aware of them, they still work. (more…)