I came across this book as it was mentioned in passing by a couple of Internet marketeers that I respect, and they were suggesting that it was a must read. Anyone involved in sales already will have come across this book as it is a seminal work and quoted and copied in sales training. Influence the Psychology of Persuasion by Robert Cialdini.
I read the book whilst on holiday and I was amazed at the content. These days we all receive e-mail promotions and we are tempted by a lot of them. Some marketeers will tell you that you should save a copy of the e-mail is that tempt you in a swipe file for future reference so that you can emulate the tactics used. Whilst this is a good idea, if you are like me, with no formal sales or marketing training, then you may not notice what tactics they are using and that’s where “Influence the psychology of persuasion” comes into it’s own.
In the book Robert Cialdini goes through each and every tactic on a chapter by chapter basis with research which he or others has carried out on the tactic, how to recognise it, and how to resist it if you are just being manipulated.
The book absolutely fascinated me and one to be kept on your bookshelf and referred to and re-read on a regular basis. From the book you will gain an insight into how do the marketeers are working you’ll recognise their tactics and that alone is a bit of an eye-opener, and then you will be able to apply some of the techniques in your own marketing.
For you personally you will learn how to recognise the tactics being used or new and therefore be able to eliminate the tactic to see if the underlying offer is one that is going to be of benefit to you or if you are just being “brainwashed”.
When you read books like this, and Robert T. Kiyosaki Rich Dad Poor Dad is another example, you wonder why on earth is this type of fundamental education is not being taught in schools. So as a marketeer this book is a must and as a responsible parent again it’s a must