A review of the book "The Psychology of Persuasion: 50 Proven Ways to Be Persuasive" by Robert Chaldini, Steve Martin and Noah Goldstein

I will say right away that those who have read the great book "Psychology of Influence" by Robert Chaldini are unlikely to find anything new here. Is that more understandable and structured material. The rest, not for a minute, will not regret spending time reading, because they will find out:

1. Why do we want exactly what is most difficult to obtain, as marketers use it, and what can be done in such situations.
2. What makes us believe in people like us and do the things that most people do is not important whether they are good or bad.
3. Which is better - variety or limited choice.
4. How you can devalue anything.
5. Why most of us coming to the store prefer not the newest and most expensive product from the line, but will stop its choice on the penultimate model.
6. What makes people ignore the problem, and not immediately solve it.
7. How important it is to pay debts and what it can cost us.
8. Why does the waiter bring along with the chewing gum or mint candies
9. How important are the first steps in any business.
10. What's good about sticking out "shortcuts"
11. How to help yourself achieve the goal, telling all about it.
12. Consistency is friend or foe.
13. How a favor can grow into friendship.
14. Secrets of self-presentation.
15. Why is it so important to control your ego and not be afraid to ask for help.
16. How to talk about flaws so that they become virtues.
17. Why we are so influenced by various similarities.
18. On the merits of the good old technique of "mirroring".
19. How to learn how to pay for mistakes so that it is all right.
20. From what a smile really will be all warm.
21. Why are we so afraid of losing something.
22. How to increase the ability to convince, using the words "because" and when it is not necessary to force people to justify their opinion.
23. Why do we like simple product names and rhymes.
24. What should the correct discount cards look like.
25. Why mirrors in stores are no less effective surveillance cameras.
26. How emotions affect our decisions.
27. And will make us more convincing a cup of coffee.

All this, as well as many other subtleties of human psychology are waiting for you on the pages of this publication.