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Influence

By: Robert B. Cialdini - Read: November 28, 2022 - Rating: 8/10

The book became very popular in Tashkent bookstores at some point. And I saw many business gurus carrying it around. The curiosity got the better of me, and I picked it up. Initially thought it was another generic business literature with "common sense" insights. But no. The book threw me a couple of marketing tips that I am applying with Agora.

35 years of research reduced to 6 general rules. Cialdini teaches the art of persuasion. Explains why some people simply say "yes" when negotiating and why some don't. He also talks about how to save yourself from being a victim of one such "persuasion" trick.

The rules: reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. I gave my thoughts on each. Click the title to read more.

My Notes

Reciprocity: People feel a duty to give back to others who have given to them. If one offers a favor, gift, or free service, people want to do something for you in return most of the time. This reminds me of Hormozi's idea about free resources: give value to receive value. I think these ideas are similar (or maybe the same), but with different names. In any case, they work. And, I have in fact incorporated it into Agora. We made this creative writing guidebook that took us 2 months of research and hours of writing. We are giving it away for free. Maybe we can nab a lead or two. Maybe we won't. But, aside from all this business stuff, we just felt like doing it.

Scarcity: This one is simple. Products seem to appear more valuable when they are rare. When rare, it creates urgency. And thus, the clients are tempted to say "yes" faster. I applied this to Agora as well. We give exclusive discounts to our legacy students.

Authority: Credentials, expertise, and even demonstrated knowledge all help establish trust. Which in turn helps with the sales.

Commitment & Consistency: People have this psychological condition when they are consistent with their past words, beliefs, and action. Getting people to agree to a small request (taking a minor action) first makes them more likely to agree to bigger requests later.

Liking: We are easily influenced by people we like. Similarities, compliments, and cordial behavior all increase likability. And when you are likable, you are persuasive. Simple: be friendly. Not rude. This is especially true for cafes, restaurants, or such businesses. A single rude experience will turn off a possible long-time customer.

Social Proof (Consensus): When people are uncertain, they look at others to act accordingly. I always thought testimonials don't do much. And I still think they don't. But testimonials with the context, shared background, and the ones that are inclusive—now they are something.

Mr. Cialdini put together a gem. All this advice is impressively practical. One of the best books in marketing.