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Vol. 5, No. 3 | March 2013

 

 

 

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The Science of How to Persuade
Proven Ways to Be Persuasive - Book Review

US MED Gives Back The ability to get people to see things your way plays a role in getting customers and colleagues to do what you want, whether or not you're the boss.

That's what behavioral expert Steve Martin says in the new book, Yes! 50 Scientifically Proven Ways to Be Persuasive. He has used many simple persuasion strategies to influence customers and citizens.

* Using a social norm is one of them. He says it's a powerful tool that gets people to follow the behavior of others. He recommends that managers identify what the consensus view is in a workplace and think about what messages will convince others to join the consensus.

In a hotel, for instance, reuse of towels increased by 33 percent when a message card stated that "75 percent of customers who stay in this hotel reuse their towels."

*Creating negative stress. One study showed that when executives were presented with a program that would produce a huge loss if not accepted, they were far more likely to accept it than if it was presented with the possibility of a huge profit.

* Reciprocity takes advantage of people's desire to respond when they feel they owe you something. The Journal of Applied Psychology found that a diner is more likely to tip if the bill comes with a piece of candy, for example.

Co-written by the world's most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries in short, enjoyable and insightful chapters. You can apply them right now to become more effective.

Some reviewers say the often counter intuitive finds presented in Yes! will steer you away from common pitfalls while empowering you with little known but proven wisdom.

Yes! 50 Scientifically Proven Ways to Be Persuasive by Steve J. Martin, Robert B. Cialdini and Noah J. Goldstein. Free Press, in paperback at Amazon. $10.50.

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