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| Authors: Noah J. Goldstein, Steve J. Martin, Robert B. Cialdini
Publisher: Free Press
Category: Book
List Price: $25.00
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Rating:  92 reviews
Sales Rank: 666
Media: Hardcover
Number Of Items: 1
Pages: 272
Shipping Weight (lbs): 0.8
Dimensions (in): 8 x 5.3 x 1
ISBN: 1416570969
Dewey Decimal Number: 658.45
EAN: 9781416570967
ASIN: 1416570969
Publication Date: June 10, 2008
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| Customer Reviews:
 Excellent Mainstream Review of Current Research June 5, 2008
6 out of 9 found this review helpful
Yes! is a wonderful book written in the spirit of Covert Persuasion and Science of Influence. That means you get the research results without the methodologies and referencing in favor of digestable techniques and strategies with which you can have confidence.
Goldstein, Martin and Cialdini first saw success with this book in the U.K. and now here in the U.S.
One of the most difficult elements in writing a book about persuasion that doesn't simply review literature and report findings is teaching applicable strategy.
Here the authors succeed.
Each minichapter weaves about 4 or 5 research bits together to make for a quick five minute read that is generally upbeat, fun and to the point.
The authors do a nice job of taking many of the studies which originally didn't have such simple-to-understand results and make them about as simple to get....as it's going to get.
Finally there are a number of testable ideas for internet marketers especially when it comes to framing.
This is a wonderful little book and a great addition to your persuasion library.
Kevin Hogan
Author of The Science of Influence
The Science of Influence: How to Get Anyone to Say "Yes" in 8 Minutes or Less!
 Buy the Steak, Not the Sizzle August 23, 2008
6 out of 8 found this review helpful
Having read the book, before reading the reviews, I'm a bit taken aback but not surprised by the reviews I just read. The reviews have the zesty air of a sales team meeting.
Why so?
What sales or marketing person doesn't get excited about "scientific proof" that a "sales or marketing technique works", right? So, add 1 star to the review.
What modern consumer of information isn't easier to please if the information is sliced and diced into little digestible chunks? Add a few more stars.
Lastly, show me a sales or marketing person who isn't hepped up by the promise of "the answer" and I'll show you a salesman in a morgue or casket. (Caveat: Whisper "I've cracked the code to selling widgets" and the dead may rise. :P )
"Yes", the book, is a tasty little snack, but more a book of re-affirmations than a shift in the sales and marketing winds. (I wonder to what degree this book, by virtue of its content "mirroring" the minds of reviewer/readers - (mirroring is a topic covered in the book) - is generating buzz simply because it is simply "reading back to the readers" their own "sales menu orders"? You get that nuance?)
Social proof? Since when is "keeping up with the Joneses" new science? Since when if following the herd, the pack or one's peers a surprise? Oh, I get it: It's scientific this time! Tell strangers to a social setting "Everyone is doing this (bad thing) so don't you do it too" and the "message consumers" do what everyone else is reportedly doing? That's a surprise? I guess past marketing studies don't count since they didn't use exactly these words: social proof.
Reciprocity? Hello? News? How long have you engaged in the art or practice "of giving" - with intent?
Authority (Expertise) and Respect? Scarcity? Commitment and Consistency?
I hate to rain on the party but the sun only shines so bright here and a little rain would be healthy for the lawn. Translated: Buy the book and read it on the plane, instead of blowing the same $16. on a latte and a magazine. It's a good read. It affirms much that you already know "with the aura of expertise and science" but really . . Buy the steak, not the sizzle.
You and you and you already are in touch and know, most by experience, what is being presented in this book, especially if you are paying attention and aren't asleep at the wheel. This isn't "the book" that will make you a better salesman or marketing person if you already know the business, but the book might confirm that you already are pretty good at what you do. For some (apparently a great many) - gaining that (perceived) extra inch - is enough to generate all sorts of ~sales and marketing excitement and buzz.
But, really, given the audience, is that any surprise? :P
Closing affirmation: YOU alread are pretty good at what you do. The "gain" of this book is inches, not miles, and more a matter of confirming what you already know if you have been paying attention. If you haven't been paying attention, or if your results are in a downward spiral, then this book is some great revelation, . . unless it's the economy, and not your sales or marketing skills, that sucks right now. Then this book won't fix the problem. :)
Become a Master Pursuader June 16, 2008
4 out of 6 found this review helpful
Yes! 50 Scientifically Proven Ways to be Persuasive, written by Goldstein, Martin and Cialdini, takes the scientific research and studies done on persuasion over the past 50+ years and presents an easy to understand book on how to convince people.
According to the authors, "The central purpose of this book is to provide the reader with a better understanding of the psychological processes underlying our efforts to influence others to shift their attitudes or behavior in a direction that results in positive outcomes for both parties."
The authors go to pains to convince us that persuasion is a science, not an art. They believe that, unlike books on business, economics and so on, there are not many books on persuasion because most people believe they already know how to convince people. which is a mistake, according to them.
They begin with the 6 universal principles of social influence:
* Reciprocation
* Authority
* Commitment/consistency
* Scarcity
* Liking
* Social proof
What follows are 50 mini-chapters. Each refers to scientific studies, but the chapters are breezy and easy to read.
Here are some examples:
* When pursuasion might backfire, how do you avoid the magnetic middle?
* when does a bonus become an onus?
* Does fear persuade or does it paralyze?
* What is the active ingredient in lasting commitments?
* What's the hidden danger of being the brightest person in the room?
*When is a loser an winner?
Insightful and thought-provoking, this book is useful for both social and business situations.
By the author of the award winning book,
Harmonious Environment: Beautify, Detoxify and Energize Your Life, Your Home and Your Planet.
Easy to understand, great examples August 23, 2008
4 out of 4 found this review helpful
I loved the practical examples that are included in the book ... and how sometimes such small adjustments can make such huge improvements in persuasion. For example, how survey responses jumped from 30 percent to 56 percent just by adjusting the name of the sender!
The best thing I liked with Yes! is that I can relate the information easily to a business environment -- and see how I can make simple changes to tactics and copy to have a more effective and persuasive marketing piece. It's not really academically focused and that's a good thing.
I loved Cialdini's "Influence" and think this book is good in combination -- I'd buy both if I didn't already own them. I also enjoy Kevin Hogan on the persuasion topic ... both are great persuasion resources.
The way the information is presented in the 50 examples should really make Yes! essential business reading. I'll also be using this book to help improve the communication and presentations made by our Rotary Club -- the content is useful for more than just a business setting.
 I thought it would be better October 15, 2008
4 out of 4 found this review helpful
I read Robert Cialdini's book, "Influence" many years ago and found it to be fascinating. This book is a kind of dumbed down version of that book. I liken it to the "How to Pick Up Beautiful Women Even If You're Fat and Ugly" type books. It has 50 chapters each with a little vignette about how to influence or persuade people to your point of view.
It's not awful. It's not great. It is a quick read.
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