It took me two weeks on and off to read the book "Details - How to Easily Influence Others". One of the authors of this book is Robert Cialdini. It doesn't matter if you know him, you must listen to it. He said that he wrote "Influence".

In "Influence", six principles are mentioned to improve persuasion, namely reciprocity, authority, scarcity, preference, consistency, and social recognition. In the book "Details", there are even more On this basis, we have re-summarized and sorted out 52 practical tips for improving persuasion and influence.

Each chapter of the book uses a very short length to explain a technique clearly, but at the same time, because the length is too short and there are too many chapters, the structure of the book is very fragmented and unsystematic, and it is very possible to read I can't remember anything after finishing it, so I separated the content of each chapter, hoping to deepen my memory, and I can remember one more chapter.

Since this is a strange book where the number of pages in this chapter accounts for 1/3 of the whole book, I put the table of contents in the reading notes, so it doesn’t count to make up the word count...

1. Borrow power from the "public"

Human behavior will be affected to a considerable extent by the people around them, especially those with whom they deeply identify. This is the principle of social identity. In other words, it is a herd mentality. If it is marked on the tax payment notice that most people have paid on time, then the phenomenon of tax arrears will be greatly improved.

2. The reaction force of "niche"

People are always willing to behave in line with the group they belong to, while drawing clear boundaries with groups they do not want to be associated with. . For example, Huang Bo's classic line "Baleno, brand" in Crazy Stone destroyed all the brand equity that Baleno had painstakingly accumulated.

If you don’t encourage certain behaviors, associate these behaviors with identities that the audience does not want. Nowadays, all post-00s generation are using QQ, because WeChat is a social software used by “elderly people”.

3. Abnormal VS Normal

Everyone has different social norms and standards. It is easier to achieve persuasive effects by choosing words and sentences from the perspective of violating the other party's social norms.

For example: If you have a friend who is always not punctual and you are very distressed, you should advise him:

If the other person also thinks that "punctuality" is necessary , then we must emphasize the disadvantages of not being punctual; if the other party thinks that "punctuality" is not so necessary, then we must emphasize the benefits that "punctuality" can bring.

4. Powerful environmental cues

"Broken windows theory" refers to behaviors that violate social norms even slightly, which will have a negative impact on other behaviors. If bad phenomena in the environment are allowed to exist, they will induce people to imitate them or even worsen them.

It’s easier to change circumstances than people’s minds, so the answer is to make it clear that others are following the rules. For example, if people who post advertisements in WeChat groups are publicly punished, then the phenomenon of posting advertisements will be reduced a lot.

5. Change your name, change everything

We attach great importance to our names. Even in noisy environments, as long as someone mentions our name, our attention will immediately Be attracted to it. In the field of psychology, it’s called the “cocktail party phenomenon.”

Therefore, when communicating with the other party, mentioning the other party’s name clearly and multiple times will make the other party pay more attention to it. This is why everyone hates sending blessing text messages in groups, but no matter how short the text message is, it is Will also be welcome.

6. How to turn enemies into friends

When you want to encourage everyone to work together, you should focus on everyone's common identity and create link points.

To give an inappropriate example, every football fan supports his hometown team, and everyone quarrels with each other online. However, when playing international competitions, they all support the Chinese team with the same hatred. Because our identity is Chinese.

7. Predict the preferences, desires and needs of others

We always overestimate the extent to which we know a certain person, because on the one hand, the other person’s preferences change over time, and on the other hand, the other person’s preferences change over time. On the one hand, due to the fixed relationship, they no longer pay attention to exploring the other party's preferences.

Therefore, whether you are an old customer, old friend or old partner, you must arrange some opportunities for informal communication to promote mutual understanding.

8. The power of active commitment

The principle of commitment and consistency - people are more willing to fulfill the promises they make.

Therefore, when assigning tasks to the team, asking members to retell their work content will help the tasks to be carried out better; in the meeting invitation email, ask the other party to reply "Okay", "Will receive" Improve meeting attendance.

9. Commit to action and make it public

People who publicly make a specific commitment are more likely to take action. You can use reminders such as stickers and badges to remind you. The promises they made. (Such as the performance board used by the sales department)

10. "Peace of mind" effect

After taking a positive action, people will relax with peace of mind and no longer take new positive actions .

For example, after running five kilometers out of breath in order to lose weight, I rewarded myself with a barbecue, which resulted in my running was in vain. Actions should be designed to avoid the peace of mind effect.

I like this way of using books as models

11. How to encourage employees

Material incentives such as "more work, more reward" are effective , but on the one hand, the effect is not lasting, and on the other hand, the cost is high. Mentioning more about the meaning and importance of work and talking about the mission and vision of work have a significant effect on improving employees' willingness to work.

It is necessary to find a balance between material incentives and spiritual incentives, so as to ensure "fairness" and "corporate culture construction".

12. How to avoid decision-making traps

Gradually escalating commitments will cause investment costs to be higher than benefits, leading to wrong decisions and bad consequences, which must be avoided.

13. Use "execution intention" skillfully

A clear execution plan is more conducive to action, not only for yourself, but also for the other party. When persuading others to take action, finding ways to clarify the other party's next plan on the matter will help achieve the goal.

14. It would be better to delay a little longer

If you want someone to change a certain behavior right away, and you are sure that they will be rejected, then you can try another way and get the other person to agree to it in the future. Changes will be made at some point in the future.

For example, suggest that the other person quit smoking. If time is tight, the other party will think about many details and go into extremes. But if time is not tight, they will only think about generalities, and the possibility of agreeing is higher. (Don’t ask me why I gave the example of quitting smoking)

15. For the future self

If it touches people’s sense of moral responsibility for their “future self”, they can be persuaded to Do something that will benefit them in the long run. For example, study, exercise, read, and save money.

16. If the goal is well set, you will be more motivated

Converting the specific numbers in the goal into a floating number will be more conducive to achieving the goal.

17. Loss Aversion Principle

When persuading the other party, don’t just put forward one option and ask the other party to “accept or reject”, but put forward two options and let the other party choose. At the same time, point out what they stand to lose if they choose not to do so.

18. How to overcome procrastination

The shorter the deadline, the more likely it is to encourage people to take action. If the deadline is too long, it will cause procrastination.

19. How to retain customers and keep them with you

How to make queuing more efficient? Wait. So giving customers something to do while they're queuing can make them more patient. For example, in Haidilao, you can play chess, eat snacks, do manicures, and film mobile phones while waiting for your meal...

20. Turn potential into reality

When you want to persuade customers to buy from you When talking about the company's products or trying to persuade the other party to hire you during an interview, you should first emphasize your products or your own potential, and then talk about your achievements, not the other way around. Emphasizing potential first can better attract the other party's interest, and then you have the opportunity to show past achievements.

21. Make meetings more efficient

Collect information before the meeting, organize the meeting person to speak later, make a task list, and arrange seats.

22. The influence of clothing

When meeting the other person, it is not good to dress too casually, and it is not good to dress too formal. The standard answer is to be slightly more formal than the other party.

23. Show off your identity as an expert

Emphasizing professional abilities can significantly improve the effectiveness of communication. Of course, the premise is that you are really professional.

24. Uncertain Persuasion

Experts who use a decisive tone to persuade others will be mistaken for liars by the other party, and there is a certain degree of uncertainty in their tone. On the contrary, it is easier to convince people.

25. The influence of the central position

The goods in the middle position on the display rack are more popular, and the people in the middle position in the crowd are more authoritative.