The Best Book On Persuasion I’ve Ever Read
Influence by Robert Cialdini is one of the most mind-blowing books on persuasion I’ve ever read.
If you’re in business (or life), you’re being influenced by these principles every single day—whether you realize it or not.
Honestly, you should just read the book… BUT if you don’t want to, this thread will summarize what you need to know 🧵👇
Reciprocity –
When someone gives you something, you feel like you owe them.
Free samples, helpful content, remembering small details—these create a powerful “I owe you” effect.
it right, and people want to return the favor.
Commitment & Consistency –
People want to stay / APPEAR consistent with their past actions.
Get a small yes, and the big yes is easier.
Want to lose weight? Write it down & tell a friend. Want to close deals? Get a “micro-commitment” first.
Social Proof – If others are doing it, it must be right… right?
Testimonials, case studies, big numbers (“10,000+ customers”)—these make buying decisions easy. If other people are doing it, it MUST be good.
No one wants to be left out. FOMO is powerful
Liking – We buy from people we like.
Similarity, compliments, genuine connection—these make persuasion easy.
Basically just be helpful. Be real. People trust those they like.
Authority – We like to follow experts.
Lab coats, titles, badges, confidence. Small cues like that make people believe in the authority
Want to close more deals? Position yourself as the trusted expert.
Scarcity – The less available something is, the more we want it.
“Only 2 spots left.” “Limited-time offer.” “Exclusive access.”
like I said earlier, FOMO is powerful! It drives action FAST.
This book isn’t just theory. These principles are EVERYWHERE and they shape our decisions… often times subconsciously.
I’m running some wild business experiments with these principles in mind—if you want the inside scoop, I go into more detail in my newsletter here 👇
