Pre-Suasion A Revolutionary Way to Influence and Persuade

And Bob Cialdini, he wrote the book called Influence. And he wrote another book called PreSuasion. Fantastic books.

when a previous book that I wrote called Pre-Suasion.

there's a simple trick from Bob Cialdini, the great social psychologist, author of the book Influence, that if you tell people truthfully, most people pay their taxes on time.

There's a simple trick from Bob Cialdini, the great social psychologist, author of the book Influence, that if you tell people truthfully, most people pay their taxes on time.

Years back, Cialdini wrote a book that became a classic in business circles. It's called Influence.

His book, Influence, The Psychology of Persuasion, lays out several techniques that he learned undercover while attending trainings for salespeople, fundraisers and recruiters.

I read a lot. I read a ton of books. When I was younger, I tended to read one book over and over and over again, and I would master the techniques. ... I would stick to only three or four classic ones. So like Robert Cialdini's, his book Influence, and a few others like that.

He's the author of two amazingly popular and impactful books, Influence and Persuasion.

And in your book Influence, you identify scarcity as a technique among others.

If I gave Raymond, who sent us this question, why do people get scammed? What's your advice? If I gave Raymond the best advice, I think it would be Go Read Influence by Bob Chaldini.

And the reason I suggest that is that what Bob Chaldini as a psychologist did was to document the half dozen basic principles by which human beings persuade other people to do and believe things.

And I wanna recommend this to Raymond, not only because like, wow, how do I not fall prey to these techniques? Well, learn them from the master.

But when I got to know Bob in the last several years, I came to discover something that I didn't realize from reading Influence the first time which is that he is like the most morally upright person.

And I think what truly has motivated him is just the idea that his moral duty is to kind of inoculate all of us against scams and against being had and against being fooled and taken advantage of by writing as clearly as possible about how it is that that happens.

If you've read his book which I know you have and I know I have and I'm guessing many other people have It's called Influence, he's written few But this was the big one

Yeah, and it's a recent revision of it, right? Exactly And he tells a story about going undercover In these different industries to do his research

To learn how firms manipulate people essentially

When Bob revised influence this classic book That every CEO has because it's the science of persuasion

The second book really actually explains more How his whole life purpose is to illuminate The principles of human persuasion for good Not for ill

The original version of influence is why I became a psychologist in the first place.

I don't think Bob Chaldini would want anyone to have the absolute superpower of persuasion.

he says that he wrote the book Influence so that we, all of us civilians, could be hip to the tricks that professional persuaders use but he will freely admit that his book became a sort of Bible for professional persuaders including salespeople, marketing people, political persuaders and so on.

You know, I was just talking to our common friend, Bob Chaudini. Well, he's uncommon as a human being, but we are both friends with him. I was reading his soon to be published new version of influence and how we persuade each other.

He wrote the original book on influence. So this is anything you've heard like law of reciprocity or persuasion, persuasion. This is the guy who originated the concepts wrote about the concept.

His book Influence is this seminal work on influence and persuasion.

You either read it or you've read books from people that are derivative or take concepts from this book and expound on them.

It's sort of the Bible where people go, oh, I've heard of these concepts. I didn't know they were from this book like it's that much of a classic kind of book.

It's the classic. It's been around for decades or 20 years ago or however long it's been now right I'm familiar with this but the power here is undeniable because it can even overcome being disliked.

I think that maybe the biggest thing is to be sure that when we act ethically in the use of these principles we do so by pointing to the naturally occurring existence of one or another of them true scarcity true social proof true authority true liking and so on.

except for Cialdini's Influence which is a remarkable book. There aren't that many great books out there.

He wrote the original book on influence. So this is anything you've heard like law of reciprocity or persuasion, persuasion.

This is the guy who originated the concepts wrote about the concept.

So all this stuff we kind of take for granted now in the social psychology space that we think like, oh, I've heard of this.

This is the guy who pioneered all of that.

He's got a new edition of his book. We go over a lot of it here on the show this week.

His book Influence is this seminal work on influence and persuasion.

You either read it or you've read books from people that are derivative or take concepts from this book and expound on them.

It's the classic. It's sort of the Bible where people go, oh, I've heard of these concepts. I didn't know they were from this book like it's that much of a classic kind of book.

So why redo the entire book or the original influence, right? It's the classic.

I've tried to move from the idea of let's say reciprocity or any of the concepts to how do we harness it what precisely do we say what words do we use to activate that powerful principle.

mostly I was taking Robert Chaldeini's work at Great Book Influence and taking those principles and showing that a computer could leverage those social principles in the same way.

Robert Cialdini's famous book on influence...he tells the story of this lady in Colorado who had a souvenir shop And she was trying to sell these souvenirs and they weren't selling real well...Well, she she left for the weekend and she told her assistant. Well, listen just mark everything down by 50% She comes back and the assistant goofs and the assistant instead of marking everything down 50% She marked everything up 50% completely sold through all the inventory...

Yeah, in fact Robert Chaldini who wrote the book influence which is probably in the top 10 books I think people could benefit from reading he talks a lot about how you would go in and do that and how to spot when people are doing it and I feel like every high school student should read that book because they'd be more effective in their careers but they'd also be harder to program and influence without knowing they're being influenced