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Yes! 50 Secrets from the Science of Persuasion [Paperback]

Noah J. Goldstein , Steve J. Martin , Robert B. Cialdini
4.4 out of 5 stars  See all reviews (57 customer reviews)
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Book Description

8 Nov 2007
Most of us are only too aware that, whatever roles we have in today's fast-moving world, much of our success lies in getting others to say 'Yes' to our requests. What many people might not be aware of, though, is the vast amount of research that has been conducted on the influence process. What factors cause one person to say 'Yes' to the request of another? Yes! is full of practical tips based on recent academic research that shows how the psychology of persuasion can provide valuable insights for anyone interested in improving their ability to persuade others - whether in the workplace, at home or even on the internet. It combines the counter-intuition of Freakonomics with the popularising of Does Anything Eats Wasps? For each mini-chapter contains a mystery which is solved in a way that provides food for thought for anyone looking to be more persuasive, and for anyone interested in how the world works.

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Yes! 50 Secrets from the Science of Persuasion + The small BIG: small changes that spark big influence + Influence: The Psychology of Persuasion
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Product details

  • Paperback: 250 pages
  • Publisher: Profile Books; First Thus edition (8 Nov 2007)
  • Language: English
  • ISBN-10: 1846680166
  • ISBN-13: 978-1846680168
  • Product Dimensions: 12.9 x 19.7 cm
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (57 customer reviews)
  • Amazon Bestsellers Rank: 8,590 in Books (See Top 100 in Books)

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Product Description


In a world where persuasion is a more and more important part of what governments and organisations have to do, this book is invaluable. (Matthew Taylor, Chief Executive RSA)

You should read this book. You should read it because you'll enjoy it; because it's perfectly pitched for smart businesspeople; because it's easy to dip into while waiting for a colleague or a plane; and because if you don't someone else is going to get one over on you. (Octavius Black Management Today)

YES! is the Freakonomics of social psychology. It's a handbook to the world. (The Times)

The ideas in this book changed my way of looking at the world. This thinking is the real deal. Want to be in on the next big idea? Don't miss out. (Daniel Finkelstein Comment Editor of The Times)

A good read, in the Freakonomics mold. (Evening Standard)

Surprising, provocative, fun. (Tim Harford Author of The Undercover Economist) entertaining guide to 50 tried and tested methods of persuasion. (Esquire)

Fascinating, really. (Jon Ashworth The Business)

Are there any nice little books I could buy as a present that wouldn't insult the recipient's intelligence? Yes. Or rather Yes!. It will help you understand why you're buying Christmas presents when you don't want to and when the people you're buying them for don't want you to either. (Stuart Jeffries Guardian)

If a CEO or head of state was limited to a single advisor mynomination would be Bob Cialdini, the world's most practical socialpsychologist and master of "influence". In this book Cialdini teams up witha gifted young scholar and a seasoned consultant to produce a book filledwith wisdom. Read it and the next time someone asks you to sell snow to the Eskimos or solve global warming you will say "sure, but do you have anything hard I can do? (Richard H. Thaler, co-author of Nudge)

This book ranks in the top 10 business books that I've ever read (Guy Kawasaki, author of The Art of the Start)

Book Description

Practical advice on how to influence people from the experts: Steve Martin, Noah J Goldstein and Amazon bestselling author Robert Cialdini

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

Most Helpful Customer Reviews
49 of 50 people found the following review helpful
4.0 out of 5 stars Too much of a good thing 15 April 2008
'50 secrets from the science of persuasion'... Well, I'd never heard of `the science of persuasion' before and this is actually a series of short case studies based on social psychology academic papers published over the last decade or so. Each case study is presented as a problem, the experiment and results are described and then a `scientifically proven' solution is suggested. It's an appealing way of covering a broad subject and most of the results are thought-provoking and maybe genuinely useful. The only problem is that these snippets are not structured or ordered in any way so unfortunately fact fatigue sets in after about 30, and by the time you struggle to 50 the science of persuasion began to seem a rather disorganised discipline. An admirable book, but you might have thought `persuasion scientists' would have known a bit better how to determine exactly how much is a `good thing'.
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8 of 8 people found the following review helpful
Yes! could have been more appropriately titled as Influence 2 because the book is simply a series of brief examples that illustrate Professor Robert Cialdini's key principles described in his book, Influence (social proof, authority, commitment/consistency, scarcity, reciprocity, and personal liking). If you loved that book and want to dive deeper into its lessons, Yes! is a perfect choice.

If you haven't yet read Influence, I recommend that you read that book before this one. Without Professor's explanations of why these principles work, the case histories in Yes! don't seem so special and interesting. Otherwise, you will probably just see Yes! as a bunch of unrelated stories, many of which don't apply to your marketing challenges. I would expect most people who read Yes! who haven't read Influence to rate Yes! with three stars.

When you do read Influence, be sure to get the latest edition (the fifth edition came out in August 2008). Otherwise, you'll miss out on insights.

I hired Professor Cialdini to speak to one of my research organizations, Share Price Growth 100, a number of years ago and the members rated him very highly for being able to apply the lessons of his research to the financial markets. I was intrigued to see some financial market examples in Yes!

Be more persuasive in getting an ethical point across!
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29 of 31 people found the following review helpful
4.0 out of 5 stars A Treasure Trove of Insights 11 Dec 2007
I have read The Tipping Point and Freakonomics and enjoyed them immensely. Yes! is a similar type of book - really enjoyable and based on what appears to be pretty solid evidence and research. It's practical too. As enjoyable as The Tipping Point and Freakonomics were I was left wondering how I could use the information. Short of impressing people at dinner parties with my new found knowledge of why drug dealers live with their mothers the personal applications of both books are few and far between. Not so with Yes! It is a treasure trove not only of the theory of persuasion but also how to put the theory into practice and become more persuasive (and let's be honest who doesn't want to be more persuasive?). In my humble opinion I think Yes! is highly readable, highly practical and highly recommended.
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4 of 4 people found the following review helpful
3.0 out of 5 stars Philosophical Dry Spell 10 Dec 2008
By sanyata
Format:Paperback|Verified Purchase
Besides the valid criticism already voiced by some reviewers; that the presentation is messy and not-memorable, a substantial criticism of this book would be that the book is very much "just the basics", devoid of further reflection or introspection which makes for a poor reading experience.

Though the content in itself is valuable. I'd like a better structured version of this book. And one that would make the points easier to remember.
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1 of 1 people found the following review helpful
Format:Paperback|Verified Purchase
I have read and reread this book and even as a hardened marketeer I still find useful ideas on how to improve the marketing of my business and that of my clients. I read it thinking I knew a fair bit about persuasion and it turns out I did, but there were also lots of other things that I wasn't aware of.

The book has been divided into small easy to read chapters, which is good for those who don't want to wade through scientific papers to get to the key points. There are those that may argue that the book has been simplified for the mass audience - to which I say great. It is an easy read full of really useful tips, especially if you want to market your business effectively. Some of which are referenced in The Brighter Marketing Bible for Small Businesses as I thought they would help small businesses understand how to market effectively to their customers.
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17 of 20 people found the following review helpful
5.0 out of 5 stars Isn't it all about getting to 'Yes!'?! 30 Dec 2007
I work in professional services where the difference between winning a new client and losing an existing client is very often down to the small things like being more memorable in the customer's eyes. Yes! brings all of the important, and sometimes just small, things to the surface and offers them in a concise, crisp and fun to read book. Anyone who is looking for an edge in business does not need to attend one of the myriad of 'Become a success overnight!' courses currently on offer from many different sources but just to start by investing in this very useful book and not lose the opportunity to get an insight into those things that work! Not just because the author's say so but because research and scientific rigour has proven the approach as being superior!

Great topic, useful timing and extremely useful material. Thank you author's for sharing your knowledge and expertise with us!
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Most Recent Customer Reviews
5.0 out of 5 stars Five Stars
Kindle down load
Published 21 days ago by Rhman
5.0 out of 5 stars good value!
As described, good value!
Published 21 days ago by Keith Stevens
5.0 out of 5 stars Fantastic and an enjoyable read!
My favorite book. It is the best book for people who have to influence others -- which, in different ways, applies to all of us.
Published 26 days ago by nisha merchant
5.0 out of 5 stars subtle communication for the advanced sales communicator
although '50 secrets from the science of persuasion' has a case pattern presentation
the concepts are well explained and going practical from the information in this book... Read more
Published 1 month ago by romanbruni
5.0 out of 5 stars Full of very interesting and useful concepts. As a business coach
Full of very interesting and useful concepts. As a business coach, I was able to put some ideas into my marketing activity immediately. Read more
Published 2 months ago by Peter Messervy
5.0 out of 5 stars Highly recommended
Came highly recommended by successful member of family and lived up to expectations . Easy read, very useful in all areas of life
Published 3 months ago by Mrs Renee Foster
5.0 out of 5 stars very useful and applicable for so much
Easy read and quite interesting. Highly recommend to anyone looking to better understand influence. Love the tie backs to business settings
Published 5 months ago by rv
4.0 out of 5 stars Full of tips, really useful
If you ever need anyone else to do anything for you, you should seriously consider getting this book. Read more
Published 11 months ago by Mr J A Wallman
5.0 out of 5 stars Interesting and enlightening
I've bought three or four copies for friends, especially those in small businesses. All the 'case studies' are short and
informally written, making it very easy to read... Read more
Published 14 months ago by Pippa
4.0 out of 5 stars Staff Developement.
I found it useful for a training programme I conducted for communications managers. Some great ideas for persusion insights and examples sound research .
Published 14 months ago by henry fabian Dr.
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