Influence: The Psychology of Persuasion (Collins Business Essentials)

Robert Cialdini's "Influence" - A Must-Read for Non-Profit Fundraising & Anyone in Leadership

Video Review:: Using The "Weapons of Influence" - for Good by Christian LeFer - I had heard about Robert Cialdini's definitive work, a book called "Influence - The Psychology of Persuasion" referenced repeatedly by my favorite marketing gurus, including Eben Pagan, but had not picked it up until recently; I regret not having read the book sooner. During my career as a copywriter and non-profit fundraising professional for political candidates and causes, I had learned by reverse-engineering and applying the tactics of getting people to "wake up" from what Eben Pagan calls an often "sleepy, boring existence" of much of everyday modern life - and to take some kind of action - by voting, giving, or volunteering. I had learned the practice, but not the theories, of influence. This is like playing guitar by ear without learning to read music: a limiting, (and frankly, lazy), way of musicianship. Why "Influence" is a must-read for Non-Profit Fundraising and all in Leadership Honing a craft often requires going back and re-examining the fundamentals; getting "back to school" as it were. As a consultant to charitable organizations and businesses who helps organizations in obtaining IRS tax-exempt status, non-profit fundraising, and implementing effective marketing systems, I have been carefully going back and re-visiting (or in this case, just visiting for the first time!) the classics on relationships, sales, marketing and human motivation. "Influence" by Robert Cialdini is among my most valuable reads so far - read on to see why I call it a "must read" for non-profit fundraising and business leadership - and even parenting! In the revised version of "influence" Robert Cialdini weaves a compelling and utterly readable fabric of what he boils down to "compliance" using analogy, anecdote and applied research. We learn why coercion doesn't work as well as commitment, how people form and ultimately force themselves to live up to a certain self-image - a self-image often dir...