Ged Carroll

Influence – The Psychology of Persuasion by Robert M Cialdini

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Reading Time: 2 minutes

Cialdini’s Influence is now over ten years old and still stands up. It is a good guide on the psychology of why people say “yes”. The accessible style of Influence reminded of Douglas Rushcoff, or Malcolm Gladwell. Ok Malcolm Gladwell is a poor analogy, Cialdini’s work isn’t candy floss for the mind. This is deceptive as there is usually an inverse relationship between value and accessibility. Exceptions to this heuristic would be the likes of Sun Tzu – The Art of War.

Influence by Cialdini

Cialdini hasn’t been researched within an inch of its life in the same way Byron Sharp’s books have been.

Cialdini provides planners and strategists with starting points for customer experiences. The book isn’t a how to guide for digital journeys but provides first principles. Psychology is not channel-specific.

The Journal of Marketing Research described it as

…among the most important books written in the last 10 years.

The book’s style allowed me to pick it up and put it down, to fit in with my holiday schedule of train travel and family time.

Why should you have Cialdini’s Influence?

My copy is well-thumbed and stuffed with post-it notes around the edges as I go back and forth into it on a regular basis. More marketing related content here.

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