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Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too.

Cowritten by the world's most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries from the science of persuasion in short, enjoyable, and insightful chapters that you can apply immediately to become a more effective persuader. The findings presented in Yes! will steer you away from common pitfalls while empowering you with little-known but proven wisdom.

Whether you are in advertising, marketing, management, or sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.

""Yes!" is the "Freakonomics" of social psychology. This book changed my way of looking at the world. This thinking is the real deal. Don't miss out!" -- Daniel Finkelstein, Comment Editor, "The Times" (London)

""Yes!" is the single best introduction to and distillation of research and wisdom on how to change people's minds, including your own." -- Warren Bennis, Distinguished Professor of Business, University of Southern California, author of "On Becoming a Leader" and coauthor of "Judgment: How Winning Leaders Make Great Calls"

"If you had a team of bright guys looking for research that you can actually use to improve your effectiveness, and they wrote it up for you with wit and style, putting it in nifty little reports of three to five pages, would that be useful? YES! This book is the trifecta: first-rate research, lively writing, and practical advice. Read it, enjoy it, use it." -- Dale Dauten, nationally syndicated King Features columnist and author of "The Gifted Boss"

"This easy-to-read summary of the social-psychological research on persuasion really does tell people how to get to 'yes.' Since we are all selling something, including ourselves, all the time, everyone can, and will be, reading this amazing book." -- Jeffrey Pfeffer, professor, Stanford Graduate School of Business, and author of "What Were They Thinking? Unconventional Wisdom About Management"

Preface xi
Introduction 1
How can inconveniencing your audience increase your persuasiveness? 9
What shifts the bandwagon effect into another gear? 15
What common mistake causes messages to self-destruct? 19
When persuasion might backfire, how do you avoid the magnetic middle? 26
When does offering people more make them want less? 30
When does a bonus become an onus? 35
How can a new superior product mean more sales of an inferior one? 38
Does fear persuade or does it paralyze? 42
What can chess teach us about making persuasive moves? 45
Which office item can make your influence stick? 50
Why should restaurants ditch their baskets of mints? 53
What's the pull of having no strings attached? 56
Do favors behave like bread or like wine? 60
How can one small step help your influence take a giant leap? 64
How can you become a Jedi master of persuasion? 69
How can a simple question drastically increase support for you and your ideas? 72
What is the active ingredient in lasting commitments? 76
How can you fight consistency with consistency? 80
What persuasion tip canyou borrow from Benjamin Franklin? 83
When can asking for a little go a long way? 86
Start low or start high? Which will make people buy? 89
How can we show off what we know without being labeled a show-off? 93
What's the hidden danger of being the brightest person in the room? 98
Who is the better persuader? Devil's advocate or true dissenter? 102
When can the right way be the wrong way? 107
What's the best way to turn a weakness into a strength? 110
Which faults unlock people's vaults? 115
When is it right to admit that you were wrong? 119
How can similarities make a difference? 124
When is your name your game? 127
What tips should we take from those who get them? 133
What kind of smile can make the world smile back? 137
When is a loser a winner? 141
What can you gain from loss? 144
Which single word will strengthen your persuasion attempts? 150
When might asking for all the reasons be a mistake? 155
How can the simplicity of a name make it appear more valuable? 159
How can rhyme make your influence climb? 164
What can batting practice tell us about persuasion? 167
How can you get a head start in the quest for loyalty? 170
What can a box of crayons teach us about persuasion? 174
How can you package your message to ensure it keeps going, and going, and going? 177
What object can persuade people to reflect on their values? 183
Does being sad make your negotiations bad? 187
What can make people believe everything they read? 193
Are trimeth labs boosting your influence? 197
How can technology impede persuasive progress? 200
How do you get to yes in any language? 205
How can you avoid driving your cross-cultural influence into the rough? 209
When does letting the call go to voicemail cause a hang-up in your influence? 213
Epilogue 217
Feedback from Those Who've Used These Methods 221
Notes 233
Acknowledgments 247
Index 249

Introduction

There's an old joke told by the nightclub comic Henny Youngman, who referred to his accommodations from the previous night by saying, "What a hotel! The towels were so big and fluffy I could hardly close my suitcase."

Over the last few years, the moral dilemma facing hotel guests has changed. These days, the question of whether to remove the towels from their room has been replaced by the question of whether to reuse the towels during the course of their stay. With the increasing adoption of environmental programs by hotels, more and more travelers are being asked to reuse their towels to help conserve environmental resources, save energy, and reduce the amount of detergent-related pollutants released into the environment. In most cases, this request comes in the form of cards placed in guests' bathrooms -- cards that provide some surprising insights into the remarkable science of persuasion.

A survey of the persuasive messages conveyed by dozens of request cards from a wide variety of hotels around the globe reveals that these cards most commonly attempt to encourage towel recycling efforts by focusing guests almost exclusively on the importance of environmental protection. In other words, guests are almost invariably informed that reusingtheir towels will conserve natural resources and help spare the environment from further depletion, disruption, and corruption. To further draw guests' attention to the impact of towel recycling on the environment, this information is often accompanied by various eye-catching, environment-related pictures in the background, ranging from rainbows to raindrops to rainforests...to reindeer.

This persuasion strategy generally seems to be an effective one. For example, one of the largest manufacturers of these signs, whose messages focus entirely on the importance of environmental protection, reports that the majority of hotel guests who have the opportunity to participate in these programs do reuse their towels at least once during their stay. But could the results be improved?

Researchers are often on the lookout for ways to apply their scientific knowledge to make existing policies and practices even more effective. Much like a highway billboard that reads, "Place your ad here," these little towel recycling cards spoke to us, practically pleaded with us, to "Test your ideas here." So we did. And in doing so, we showed that just by making a small change to the way in which the request is made, hotel chains can do much, much better.

As this book will reveal, starting with our towel experiments, small, easy changes to our messages and to our requests can make them vastly more persuasive. In fact, we're going to claim that everyone's ability to persuade others can be improved by learning persuasion strategies that have been scientifically proven to be successful. We will report on dozens of studies, some conducted by us, some by other scientists, that demonstrate this point in many different settings. Along the way, we will discuss the principles behind these findings. The central purpose of this book is to provide the reader with a better understanding of the psychological processes underlying our efforts to influence others to shift their attitudes or behavior in a direction that results in positive outcomes for both parties. In addition to presenting a variety of effective and ethical persuasion strategies, we also discuss the types of things to watch out for to help you resist both subtle and overt influences on your decision-making.

Learn how small changes can make a big difference in your powers of persuasion with this New York Times bestselling introduction to fifty scientifically proven techniques for increasing your persuasive powers in business and life.

Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too.

Cowritten by the world’s most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries from the science of persuasion in short, enjoyable, and insightful chapters that you can apply immediately to become a more effective persuader.

Often counterintuitive, the findings presented in Yes! will steer you away from common pitfalls while empowering you with little known but proven wisdom.

Whether you are in advertising, marketing, management, on sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.