Dr Robert Cialdini dedicated his professional life to understanding the psychology of influence.

How do you get people to say “YES”?

The six principles that Cialdini has identified come from the real world.  He went undercover with salespeople, politicians, marketers, fundraisers and recruiters.  He observed the behaviours, gauged their efficacy and distilled his findings into a master list of six.  These weapons of influence are used again and again to get people to say yes.

Understanding the principles of influence means you can (ethically) use them yourself AND be aware of when they are being used to get you to agree to something you otherwise might not.

Don’t be a patsy.