If you want to double your profits in 24 hours you must buy this book.
Just kidding . . . and hopefully you didn’t believe my claim anyway.
The art of persuasion is a crucial skill for every online entrepreneur. It does not matter whether you are trying to persuade people to buy a product, sign-up for a website membership or simply show that you are a credible expert who is worth listening to.
This book demonstrates that persuasion is a science. Techniques can be tried, tested and measured. What works and doesn’t work can be analysed and proven, eliminating hunches and conjecture.
I have read many articles and books on copywriting. The arguments and suggestions they put forward are often logical and believable . . . but few are scientifically proven.
All the examples in Yes! are based on research and numbers. The lead author, Robert Cialdini, is a professor and recognized persuasion expert . . . at least he has persuaded me he is. To do the research he spent three years going “undercover”, applying for jobs and training at used car dealerships, fund-raising organizations, telemarketing firms and the like, observing real-life situations of persuasion.
What I found most interesting about the book was that so many of the ideas are subtle, not always obvious and sometimes counter-intuitive.
This made feel that I had learned stuff that was new . . . and other people didn’t know.
Which leads me onto why this book is so valuable. Everything you learn is practical and actionable. You can use it when writing copy for your website, negotiating with your suppliers (or kids!), talking with customers, presenting to investors or asking a policeman not to book you for speeding.
The one disappointing thing, if I was splitting hairs, is the book lacks structure; one idea follows another without rhyme or reason. This makes it difficult to remember all the advice. By the time I got to tip 25, I had forgotten the first five. By the time I got to tip 30 I had persuasion overload and had to put the book down for a week.
But don’t let this small gripe stop you buying this book. I would list in my top 20 business books and I have read dozens of business books!
And if you enjoy this book I would also recommend Robert Cialdini’s other book on persuasion – “Influence: The Science of Persuasion”. This is structured around six core persuasion techniques. It is another very valuable and useful read which will reinforce the lessons you learn in Yes!.