Yes!: 50 Scientifically Proven Ways to Be Persuasive Review
This book, Yes!: 50 Scientifically Proven Ways to Be Persuasive, (by Noah J. Goldstein, Steve J. Martin, Robert B. Cialdini) is a compilation of studies on human behavior with very well controlled variables to see what kinds of messages induce a stronger affirmative response from people. Examples range from encouraging hotel patrons to reuse their towels to spying on children in a room with candy to see if they took more than their fair share with a mirror in the room. This book is not what I initially thought it was. I was expecting a book about sales techniques that would act as a template for closing more sales. The approach is much more indirect. Few of the studies were directly related to sales and more about how subtle messages in environment and wording can influence decision-making. The results are definitely of interest to sales people, but the examples and principles of human nature that are put forth in this book should be used in conjunction with other sales training materials. This book in and of itself would be incomplete, however, the examples in this book aren’t found any where else that I’ve read and it was at times quite fascinating to discover that behavior is often counter intuitive to what we expect in our communications. One example was of the park of petrified wood. Testing different signs influenced how many people stole fossils to take home. You would expect a sign that says “don’t take the wood or there won’t be any left” to be effective, but that kind of message actually INCREASED the amount of fossil theft. It turns out that in testing, a picture showing a fossil thief as socially rejected was most effective. To discover these principles of human behavior on your own would require massive budgeting and time, which is the great advantage to Yes!. It’s all been done and handily packaged for us to read. I recommend this book to sales people who already have a presentation or a sales message. It should be used to evaluate your communication for messages that could cause undesirable results. There are a lot of gems inside. I give this book two thumbs up. 
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2 Customer Reviews of “Yes!: 50 Scientifically Proven Ways to Be Persuasive Review”
Ambrus Faust wrote on June 17, 2009
Hey buddy!..you forgot to post your afilliate link for this product..where can i find the book?
admin wrote on June 17, 2009
I’m not really trying to sell the book, just sharing my opinion on it. You can download it from Audible.com
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