You must read “INFLUENCE The Psychology of Persuasion” if you do business


INFLUENCE is a popular book about behavioral psychology. It explains the psychology of why people say “yes”. It means why people buy products. You can apply this knowledge to your business and human relations.

The author had been deceived by salespeople and made to buy products many times. From these experiences, he decided to write this book. So, there are many examples of his bitter experiences.

Six laws of people’s behavior are written in this book. These are Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity. These laws are applied to every single advertisement in the world. Businesses are desperate to increase sales, so they learn behavioral psychology.

This book is famous especially in the field of B to C marketing. Many marketing techniques used nowadays are originated from this book. Thus, I recommend reading this book if you do marketing. You can learn how consumers act.

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