What you could learn from ‘Yes! 50 Secrets from the Science of Persuasion’ by Noah Goldstein (2007, 232 pages)

Posted by Max on April 12, 2016 in Book reviews, efficiency | Leave a comment

Noah Goldstein consolidates hundreds of research articles and condenses them into 50 secrets of persuasion. Each ‘secret’ is told in a very compelling and digestible way. The writing is concise, with supporting evidence and examples. One of the key insights is the six universal principles of social influence (reciprocity, authority, commitment/consistency, scarcity, liking and social proof).

In summary a fantastic book for those interested in nudge, influence and sales.

Link to book on Amazon

Other advice in the book of note

• testimonials needs to be similar to target audience
• use fear only if you have clear advice for how to solve the fear causing problem
• be careful with gifts and articulate true value
• don’t allow people to settle for middle/average
• ask people to reflect on what you have done for them first, before you ask a favour
• foot in the door – ask for somehting small first
• name documents/initiatives after client
• try and rhyme important messages
• add because… to explain why people should do something
• show progress already made (pre-fill coffee loyalty stamps)