Afterpage

Influence: The Psychology of Persuasion

Robert B. Cialdini

For anyone who sells, markets, negotiates, or simply wants to notice when they're being pushed into a yes. It's as useful as a defense manual as it is a persuasion guide.

A week with this book

A short summary today, then one small action a day for six days. Free for your first book.

Influence: The Psychology of Persuasion Robert B. Cialdini

Free for your first book. No card. One click to stop.

Day 1

The ideas the week uses

Robert Cialdini, a social psychologist, spent years studying salespeople, fundraisers, and advertisers to find out why people say yes. He identifies a small set of mental shortcuts that usually serve us well but can be exploited.

  1. Reciprocation. We feel obliged to return favors, even small or unwanted ones. A free sample or a concession makes people more likely to give something back.
  2. Commitment and consistency. Once we take a position, especially in public or in writing, we tend to act in line with it. Small early commitments can lead to bigger ones.
  3. Social proof. When we're unsure, we look at what people like us are doing. The more uncertain the situation, the stronger the pull.
  4. Liking and authority. We say yes more readily to people we like, who are similar to us, or who pay us compliments, and to people who appear to be experts, sometimes based only on titles or clothing.
  5. Scarcity and unity. Things seem more valuable when they're rare or about to disappear. The expanded edition adds unity: we're more open to people we see as part of our group.

Where it overreachesSome of the older studies the book relies on come from a field that has since faced replication problems. The principles hold up broadly, but individual effect sizes may be smaller than presented.

Days 2 to 7

How to apply Influence: The Psychology of Persuasion

10 to 20 minutes each, with a two-minute version for a bad day.

Printable week card (one page)

  1. 2Spot five principles in the wildFind five examples today of the principles being used on you, in ads, emails, shops, or apps, and name each one.
  2. 3Give firstDo something genuinely helpful for someone you work with, with no request attached, and note what happens over the following week.
  3. 4Get yourself to commitWrite down one goal you're struggling with and tell one person about it, out loud or in writing.
  4. 5Use honest social proofIf you're asking people to do something this week, add one true piece of evidence that others like them already do it.
  5. 6Find common groundBefore your next important conversation, find two genuine things you have in common with the other person and mention one.
  6. 7Build your defensesWrite a short personal rule for each principle, to use when you notice it being used against you.

Sample

Day 3, in full

This is what lands in your inbox that morning.

AfterpageDay 3 of 7 · Action

Give first

Today’s action · 10 to 20 minutes

Do something genuinely helpful for someone you work with, with no request attached, and note what happens over the following week.

How

Share a useful resource, make an introduction, or help with a task. Make it personal and unexpected, not a generic gift. Don't ask for anything in return. Write down what you gave and when.

Why this one

Cialdini describes reciprocation as one of the strongest social rules. Used honestly, giving first builds goodwill rather than debt.

If today is a bad day

Send one person a link or tip you think will genuinely help them.

In short

Questions about this book

Who is Influence: The Psychology of Persuasion by Robert B. Cialdini for?

For anyone who sells, markets, negotiates, or simply wants to notice when they're being pushed into a yes. It's as useful as a defense manual as it is a persuasion guide.

What are the main ideas in Influence: The Psychology of Persuasion?

Robert Cialdini, a social psychologist, spent years studying salespeople, fundraisers, and advertisers to find out why people say yes. He identifies a small set of mental shortcuts that usually serve us well but can be exploited. Reciprocation; Commitment and consistency; Social proof; Liking and authority; Scarcity and unity.

What do you do in the Afterpage week for Influence: The Psychology of Persuasion?

Day 1 is a short summary. Then one action a day, each 10 to 20 minutes: Spot five principles in the wild; Give first; Get yourself to commit; Use honest social proof; Find common ground; Build your defenses. Day 7 also has a recap.

Where does Influence: The Psychology of Persuasion overreach?

Some of the older studies the book relies on come from a field that has since faced replication problems. The principles hold up broadly, but individual effect sizes may be smaller than presented.

What is the first action in the Influence: The Psychology of Persuasion week?

Spot five principles in the wild. Find five examples today of the principles being used on you, in ads, emails, shops, or apps, and name each one. If you only have two minutes: Open your inbox and find one example of scarcity or social proof.

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