Influence: The Psychology of Persuasion

Why I'd hand it to you

Robert Cialdini spent years studying why people say yes, including going undercover in sales and fundraising jobs. He boils it down to a handful of principles, like reciprocity, commitment, social proof, liking, authority and scarcity, and shows how they are used on us every day. Once you know them, you notice them everywhere. It is useful for anyone in sales or marketing, and just as useful as self-defense. The obvious caveat is that the same tools can be used to manipulate, and some of the older examples feel dated. Use it to understand persuasion and to be more honest with it, not less.

— Matt Jordan