If you are really wanting to tap into the why we buy mindset - how we are (easily and in many cases, sneakingly) influenced then read on…

Getting people to say yes to you is at the basic core of a successful business. And if you can tap into the psychology of why and how people buy - and more so learn some of the techniques used then you’d have a better business.

And this is where “Influence: the Psychology of Persuasion” by Robert Cialidini comes into the picture.

The Amazon review states:

Arguably the best book ever on what is increasingly becoming the science of persuasion. Whether you’re a mere consumer or someone weaving the web of persuasion to urge others to buy or vote for your product, this is an essential book for understanding the psychological foundations of marketing.

I’ve seen many online marketerers recently (probably becasue I’ve been reading the book and can see it being used everywhere) are using many of the tactics in this powerful book - social proof, authority and scarcity come to mind..

Googling this subject I came across quite some data.

Guy Kawasaki posted a book review and interviewed the author in April - a riveting read.

There are some books that are “must reads” for entrepreneurs; some for marketers; some for salespeople; and some for programmers. And then there are a handful that everyone should read. IMHO, one such book is Influence–Science and Practice by Dr. Robert Cialdini. … this book provides insights that you can use to make business and personal decisions … Frankly, I would be astounded if reading this book doesn’t make you a better (business) person.

And there’s also a short Wikipedia entry on the author and his ideas.

To cut to the chase, Cialdini’s basic 6 “Weapons of Influence” are:

• Reciprocation
• Commitment and Consistency
• Social Validation (aka social proof)
• Authority
• Liking
• Scarcity

I have to say, this is no doubt one of the most powerful marketing books I have ever read and I urge you to take a look at it. But be warned: just as it can help your business, the ideas can be (and are) used to trick, con and push triggers in people by shonky marketers … some of them who are even online.

Check out the book at Amazon and read the 176 comments.