People in all walks of life – from professional persuaders to pick up artists – are using his techniques to influence & manipulate
Imagine you could – without any coercion – make a complete stranger beg you to take his money.
Or have a Playboy centrefold give you her phone number within minutes of meeting you… even though she’s a 10 and you’re only a 5.
Welcome to the new science of modern persuasion.
And the father of this science is Dr Robert Cialdini, Professor Emeritus of Psychology and Marketing at Arizona State University.
His book, Influence: The Psychology of Persuasion, has sold over 3 million copies, is a New York Times Bestseller, and has been translated into twenty-seven different languages.
He’s been mentioned in the Wall Street Journal, New York Times, Harvard Business Review, Scientific American, Financial Times, and the BBC, to name just a few.
And Dr Cialdini is in great demand as a consultant. His clients are a who’s who of international business… Google, Microsoft, Coca Cola, KPMG, Merrill Lynch, Nationwide Insurance, IBM, GlaxoSmithKline… He’s advised governments around the world, and helped President Obama get elected.
So how did Dr Cialdini become the world’s leading expert on influence and persuasion?
A Lifelong Pushover and Patsy
All his life, Dr Cialdini had been a pushover and patsy. Until one day, he asked himself: “What is it about the way that request was presented to me that made me say yes to something I didn’t want?”
To find the answer, he infiltrated sales organisations, ad agencies, PR firms, fundraising organisations… he even hung out with conmen…
And he discovered something interesting… everything they were doing could be boiled down to just 6 principles…
The 6 Master Keys of Influence
These 6 principles are… [click to continue…]