Summary and excerpt from "persuasive power"

After reading the book "persuasiveness", I feel that the word "classic" is not enough, but it can teach us how to make decisions in our life and how to make decisions to achieve the persuasion effect. The contents of this book do not list the key points of each chapter, but use attractive questions as Chapter Topics. For your convenience, I will summarize the key points of each chapter in several words.

 

Chapter 1: How to Improve persuasion by making inconvenience to the audience?

Summary: herd Psychology

Excerpt: When people are uncertain about one thing, they tend to observe the practices of people around them to guide their behavior.

 

Chapter 1: how to turn the herd effect into persuasion?

Summary: Find the "same as the public"

Excerpt: the more similar the recommender and target person, the better the persuasion effect.

 

Chapter 1: What kind of errors will compromise the persuasiveness?

Summary: Approaching the universality of "improper behavior"

Excerpt: the disadvantages of negative cases, which make people see the universality of improper behavior, so people will not correct the behavior.

 

Chapter 1: What persuasion methods will receive anti-effects?

Summary: Approaching the midline with comparison of _ Good, medium, and bad _

Excerpt: no matter whether the original practice is worth advocating or not, they will try to narrow down the gap with the average line and move closer to the standard.

 

Chapter 1: When will the more people you choose to buy more?

Summary: reduce selection and thoughts

Excerpt: when there are too many choices, the customer will be troubled by the decision-making process, because it is difficult to distinguish between many choices. People do not want to let go of what they are doing to decide which one to choose, which leads to a loss of interest in the product.

 

Chapter 1: What kind of situation will the gift become defective?

Summary: know the real value of gifts

Excerpt: some negative effects may occur when you use the gift-giving method to promote products. Lehuber suggests that a way to prevent gift prices from falling is to tell the customer its real value.

 

Chapter 1: Why does the emergence of high-end products promote the sale of secondary-level products?

Summary: compromise options

Excerpt: when a customer has several types of products to choose from, it is easy to choose a "compromise option" that meets the minimum usage requirements.

 

Chapter 2: Can fear convince people that Yuan has the opposite effect?

Summary: alerting for hazards and reporting measures

Excerpt: if we do not explicitly tell people what measures can reduce the danger, people may be "deaf to hearing" this information ", or refuse to admit that such danger will happen to you. The results won't convince people to take action.

 

Chapter 2: What persuasion skills can I learn in chess?

Summary: Codes of reciprocity ("fairness and trust ")

Excerpt: This Story Highlights the importance and universality of the code of reciprocity. It enables people to repay their people who have helped them and drive them to treat their daily lives, work, and close friends in a fair way, to establish trust between people.

 

Chapter 2: Which office supplies will firmly influence you?

Summary: Personalization (requirements)

Excerpt: the more personalized people make, the more recognized they are.

 

Chapter 1: Why should restaurants discard the mint basket?

Summary: personal behavior characteristics

Excerpt: to ensure that the gifts or assistance you provide will be appreciated by others, take some time to find out what is surprising to the receiver, what will make him flattered, and what is characteristic of personal behavior.

 

Chapter 2: how can we be persuasive without additional conditions?

Summary: sincere and useful help

Excerpt: economic activity. The principle of reciprocity after "courtesy" and "Exchange" includes a sense of responsibility, prompting the favored person to return this feeling. (Influenced by social responsibility and courtesy exchanges, people will naturally be involved.) When persuading others to cooperate with themselves, we should provide sincere and useful help unconditionally.

 

Chapter 2: How is the validity period of help like bread or wine?

Summary: The subconscious will "look at behavior with a positive attitude"

Excerpt: When people look at their behaviors, they like to adopt a positive attitude. People who are assisted will think that they might not need help at the time. People who provide help think that, I kindly did "external tasks ".

 

Chapter 1: How can we get an inch of our feet?

Summary: "Getting started"

Excerpt: This "Getting started"-Shows signs that when residents agree to place small signs on their own windows, they promise to promote safe driving. Therefore, in order to maintain the image of enthusiastic public welfare, the household will accept this commitment and accept the requirement for "scale.

 

Chapter 1: How to become an influential master?

Summary: Add "tags" to others"

Excerpt: This sentence uses the persuasive "tag technique", that is, to publish a "tag" to others, indicating his personality, attitude, belief, or other characteristics, then, the requirements that meet the characteristics of the tag are put forward. In order not to assume your name, others will agree with your requirements.

 

Chapter 2: How can the U.S. presidential candidate increase support rates?

Summary: voluntary, active, and open commitment

Excerpt: first, when asked whether people will make socially desired behaviors, they will feel that they must answer "yes" to win social recognition. Second, people publicly say they want to fulfill this promise in order to make their words and deeds consistent. In addition, the factors that consolidate the commitment are voluntary, active, and open.

 

Chapter 2: How can we promote the fulfillment of promises?

Summary: positive commitment (positive, positive, written)

Excerpt: Write the set goals on paper. No matter what the goal is, the key is to have a goal so that efforts can be made. After achieving the goal, set the next one and write it down. In this way, you will fly on the way forward. A positive commitment (a positive and positive written commitment) is more likely to allow people to fulfill their responsibilities than a negative commitment (a non-written commitment made with "no Act. For those who do not want to do anything, a small but psychological positive commitment may be the motivation to persuade themselves to make actions.

 

Chapter 1: How to Use consistency to combat consistency?

Summary: new choices comply with old principles

Excerpt: The older the person is, the more consistent the person is. Because impermanence is the result of mood fluctuations, and older people are able to control their emotions. When persuading people who like to be consistent, they should not deny their original choice, except to tell them that the new choice meets the same requirements. It is best for you to affirm their original practices and make a correct judgment based on the experience and environment at that time, this will make customers do not feel untrustworthy when making new attempts. The best way to ride a horse is to follow it. Only when you run in the direction of a horse can you have the opportunity to control it slowly. Forcing the horse to turn in a strong way will only exhaust itself, and it may surprise the horse.

 

Chapter 1: What persuasion skills can I learn from Benjamin Franklin?

Summary: People will help again. Be brave.

Excerpt: people who have done good for you can help you more than those who have received your favor. Since this person is not fond of you, the worst result of asking for help is still not good. So try to open your mouth. You won't lose anything.

 

Chapter 1: When will small requirements be met for a long term?

Summary: The smallest requirement, the easier it is to agree

Excerpt: the smaller the requirement, the more likely it is to obtain the consent of others.

 

Chapter 2: starting from a high price or starting from a low price, which of the following makes it easier for customers to pick up their wallets?

Summary: low price and only when there is a page view

Excerpt: a low starting price can be used to sell a good price. First, the high reserve price will scare some buyers, and the low reserve price will encourage people to participate in the bidding. Second, the increase in page views (represented by the number of bids and the number of bids) caused by low base prices will allow more people to bid for the product out of herd mentality. That is to say, when we see other people looking for low-priced products, people will recognize the product and think it has the value to buy, so they will join the bid. Third, bidders, especially those who bid for a long time, may continue to pay high prices until they buy the product in order not to waste the time and energy spent on the product. In addition, it should be noted that the key to this method is to allow people to generate herd behavior. Low reserve prices only bring about high prices when there are a large number of bids. If there is only one bidder, it is another case.

 

Chapter 2: How can we boast in a nose manner?

Summary: third-party speeches

Excerpt: Making a third party speak for you is useful in setting up your authoritative image.

 

Chapter 1: What are the potential risks of becoming the most dazzling star in the room?

Summary: Team strength brings diverse perspectives.

Excerpt: Authority is the biggest obstacle to success. Even if a single person is competent, his or her knowledge and perspective on problems will not be as comprehensive as the team.

 

Chapter 2: What persuasion skills can be learned from leaders?

Summary: Give Up authority and accept different opinions

Excerpt: To make decisions more wise in the company, leaders must fully understand their influence on others. If a team member cannot make suggestions for the team together or express his or her opinions to the leadership, a vicious circle will be formed, leading to wrong decisions and unnecessary troubles. Players who dare to have different opinions are the key to breaking this vicious circle. As a leader, you are humble to them.

 

Chapter 2: Why does a group meeting cause a disaster?

Summary: mutual cooperation and Recognition

Excerpt: In the group decision-making process, the team members are more interested in mutual cooperation and identity, rather than listening to different opinions. Smart leaders listen to others' opinions before expressing their positions.

 

Chapter 2: Who are more persuasive about the Devil's spokespersons and true opponents?

Summary: The team members raise an objection

Excerpt: as long as there is a person with different opinions in the decision-making group, the team can think about the problem in multiple directions and in depth. Create a good team atmosphere and encourage the team members to raise objections to mainstream opinions.

 

Chapter 2: Why are front textbooks sometimes inferior to front textbooks?

Summary: Examples of misjudgment interspersed

Excerpt: many companies focus on how instructors make correct judgments when conducting training. In fact, some examples of misjudgment are properly interspersed, it is good to tell people how to avoid similar mistakes.

 

Chapter 2: how to take advantage of weaknesses?

Summary: add credibility by referring to disadvantages

Excerpt: when it comes to a small defect of a commodity, it can increase the credibility of the advertisement. When talking about the advantages of commodities, such as the economic benefits and fuel-saving performance of the beetle, people will trust the truth.

 

Chapter 1: What kind of defects can open people's pockets?

Summary: When you confess your shortcomings, you can also explain your advantages.

Excerpt: If you only want to improve others' trust in you, you are right about the short term. However, if you want to improve others' comments on what you are talking about, such as a restaurant, commodity, or proof, make sure that every dark cloud you invite, there is a ray of sunshine with it.

 

Chapter 1: When is the best time to admit mistakes?

Summary: Mistakes are acknowledged when situations are controllable

Excerpt: companies that are brave enough to admit their mistakes will not only improve the public image, but also make more profits. They also said that the recognition is an internal error, that is, the recognition of the error can be controlled, then the outside world will think that the situation has been controlled, and believe that the company has a rectification plan.

 

Chapter 1: When will the paralysis of the server create a good opportunity?

Summary: when making a decision, the subconscious will consider the degree of avoidance

Excerpt: when analyzing the cause of the problem, people will consider the degree to which the problem can be avoided. Human accidents can be avoided in people's view. Human accidents can be avoided in people's view, because humans can control behaviors.

 

Chapter 2: How to make a difference in similarities?

Summary: finding common points

Excerpt: a large number of experiments show that people tend to imitate the behaviors of people they imagine, such as people with the same values, same beliefs, the same age, and the same sex. Psychologists believe that people actively treat things that have a subtle relationship with themselves. Finding the commonalities is also a good start to solve the bad competition among colleagues, as is the relationship between neighbors.

 

Chapter 1: When will your name become a game chip?

Summary: similar names

Excerpt: driven by feelings and intuition, people prefer things with the same name prefix and letter.

 

Chapter 2: what can we learn from our staff?

Summary: Imitation

Excerpt: we are willing to help people we like and agree with them. Imitation is one of the best ways to persuade others.

 

Chapter 1: What kind of smile can make the world respond with a smile?

Summary: Look for advantages of others and smile sincerely

Excerpt: If you smile, others will laugh at you. If your smile is fake, the other party will frown at you. How can we make people laugh from the heart at the same time? Advantages of finding someone else.

 

Chapter 1: What makes commemorative tea towels available to people?

Summary: scarcity and uniqueness of items

Excerpt: the scarcity and uniqueness of an item will increase its value in people's eyes. When people learn that something is rare and has limited supply, the more they desire to own it.

 

Chapter 2: What Can loss teach us?

Summary: loss aversion

Excerpt: When people face the same amount of losses and benefits, the loss can cause greater emotional fluctuations.

 

Chapter 1: Which words can increase your persuasiveness?

Summary: reason for the request

Excerpt: it is best to attach your reason to a request to another person, even if you believe that the reason is self-evident.

 

Chapter 1: When will mistakes be made?

Summary: Reasons for displaying the appropriate quantity

Excerpt: The specific understanding is more convincing the audience to buy than the abstract impression.

 

Chapter 2: Why does a simple name give you an advantage?

Summary: Influence of Jian Ware

Excerpt: Do not underestimate the influence of "conciseness". Even the conciseness of the name can lead to unexpected gains. However, people often only focus on the influence of things and ignore the importance of names. You must know that the name is the first information that people come into contact.

 

Chapter 1: Why can the rhyming statements be more persuasive?

Summary: rhyming, information fluency.

Excerpt: this is because rhyming phrases are more fluent and easy to accept. At the same time, people like to use information fluency to determine their credibility, so the more rhyming statements appear, the more credible they are.

 

Chapter 2: What can I teach about influence and hitting?

Summary: perception comparison

Excerpt: When two types of cognition appear one after another, the former always has an impact on the latter.

 

Chapter 2: How does loyalty help you step forward?

Summary: loyalty

Excerpt: the "send when the consumption is full" plan allows the customer to show a high degree of loyalty, and as long as the seller gives part of the consumption points first, the customer is more eager to reach the specified consumption amount.

 

Chapter 2: how powerful is a box of crayons?

Summary: Metaphor (not so straightforward)

Excerpt: to a certain extent, we use less straightforward words to describe products (note that "not so straightforward" here is not difficult to pronounce and not easy to remember), and may be more convincing consumers to buy products.

 

Chapter 2: How to prevent your efforts from becoming a wedding dress of others in the end?

Summary: memory aids

Excerpt: whether it is public propaganda or private activities, memory aids can bring out hidden information and keep standing at the forefront...

 

Chapter 1: What kind of things will attract people to pay attention to their own behaviors?

Generalization: Map yourself (mirror)

Excerpt: Looking in the mirror allows us to make behaviors that better meet our social expectations. Whether it is your own eyes or the eyes of others, it is not a bad thing to have a pair of eyes on some occasions.

 

Chapter 2: Does grief affect your decision?

Summary: Stay awake during decision-making

Excerpt: Sad emotions have different effects on the behavior of buyers and sellers: A sad consumer is willing to buy things at a higher price than usual, while a sad seller, willing to sell things at a lower price than usual. In short, no matter what kind of excitement you are in, it is a good habit to take the time to calm down before making a major decision.

 

Chapter 1: How do emotional factors increase persuasiveness?

Summary: Stay awake during decision-making

Excerpt: excited emotions undermine judgment and allow you to accept the unreasonable conditions.

 

Chapter 1: Is yuan more likely to be cheated by others when people are exhausted?

Summary: retain the "Decision space"

Excerpt: When people are tired, they are more likely to be cheated by others. It has been confirmed by research that even when people are tired, they will believe it even if they hear false words, but as long as they are forced to distinguish it, they will know its authenticity. In fact, we can reserve a "Decision-Making Space" in the unit or home to eliminate interference and noise, so that we can concentrate on doing things.

 

Chapter 1: What is the impact of caffeine on persuasiveness?

Summary: Caffeine AIDS acceptance

Excerpt: putting a few coffee-containing drinks on the conference table makes it easier for the audience to accept your opinion, provided that your discussion is justified.

 

Reprinted Please note: From neicole blog: http://blog.csdn.net/neicole