‘Yes! 50 Secrets from the Science of Persuasion’ | Book Review [CC]

‘Yes! 50 Secrets from the Science of Persuasion’ | Book Review [CC]


What’s everyone, I am Ahmed Khalifa and today I’m going to
be doing a book review about “Yes!”. That’s right, “Yes!”. And it is about 50 secrets
from the science of persuasion. And it’s written by three people here. And you got Noah J.
Goldstein, Steve J. Martin, and Robert B. Cialdini. Some of you may have
heard of this guy before. Because he made persuasion related books, including this one called ‘Influence’, and this is a great book as well. I will be doing a book
review about this one. But for now, we’re gonna talk about “Yes!”. The book talks about how
over a half a century, persuasion has been
studied scientifically, but it’s never taken seriously
by the academic journals. And it should be. It should be looked at as
science, not as an art, because it talks about human psychology, and everything related to that. And it’s a boring subject for some people. But the book has made it
very, very interesting and very easy to read, because it is 50 secrets from the science of
persuasion written there, and they have broken it
down into 50 easy to read, sizable chunks. And you can kind of drop in and out or read from start to finish. And it makes so easy
and makes it so clever and makes it think about how you should approach a situation. Doesn’t matter if you’re in business or in your day to day life. Whether you realise it or not, you may have been influenced
to a small degree, and it has highlighted
a few examples in here. And one of them is about in a hotel. When you got to a hotel,
you check in your room. And in the bathroom, you
always see a sign nowadays, to talk about towels and you should be encouraged to re-use it to save energy, to save costs, all that kinda thing. And it had talked about
how they have experimented with different messaging
to encourage people to re-use towels. And one style works better than the other. Which means that the hotel saves money, but also benefit the environment as well. And it makes you more mindful
about what you’re doing. Small, small things that
you probably didn’t realise that is having an effect on you. So if you’re trying to
sell, let’s just say, software to a beauty salon, for example, and it’s a local one. They are more interested
to hear experiences from other similar sized or
similar industry, obviously, similar company. Not from big corporate
brand who have also used it. It makes sense. It’s a small thing, because
they can relate to it. And that will make them think, “You know what, that
could be useful for me,” and they may be be benefiting from it because other similar companies
are also benefiting from, for example, a software, as well. One small example is how to be a show-off without being a show-off. And you know people don’t like you talking about yourself all the time, that I’m so great, I’m special,
I’m good, blah, blah, blah. But by allowing other
people to, for example, do an intro for you and talk to you about who you are and talk to the audience about who you are, they’re more likely sell it better for you than you say I have done
this, I have done that. But if someone else has said that, it makes you look more credible, and you don’t look like an
arrogant show off, for example. Again, it’s a small
thing that could make a big, big difference in your case. Some people might argue that
this book would actually persuade or influence them, you’re kind of taking advantage of them. But it’s not about taking advantage. It’s about ethical influence, ethical persuasion. And there’s actually a dedicated chapter about ‘Ethical Influence’, right there. And it talks about how you should use it to help other people,
not to benefit yourself. Because at the end of the day, you could lose out in the long term if you don’t watch how us use your tactic and your influence on other people. One really good example, and they put a case study
about ethical influence, and long story short,
back in 2000 in the UK, there was a shortage of petrol on, people were panicking,
motorists were queuing up at the petrol station just
to get as many as they can and fill up extra. And there was a point where
it was very hard to find one. In particular local community, one petrol station
managed to get delivery. And people heard about it
and they went to that place. But what they didn’t realise
that that petrol station had taken advantage of
the motorists panicking and the psychology of human behaviour. Knowing that they would pay for it, they had increased their
price in petrol to tenfold. And at that time it was £6 (approx $8) a litre. And that made people very angry. But, reluctantly, because
things were desperate, they just accepted it and they took it and they filled up the car and so on. But you can imagine after
that shortage is over, what do you think
happened to that business? Because people were still angry at them, to the point where they were
telling people don’t go there, and even though the
company had made almost more than two weeks of profit in one day, after the shortage of petrol had passed, they had lost business
because of their reputation. They exploited people’s
behaviour and the panic just for themselves without
helping the local community. Because of that, they closed down. It kind of reminded me
of what’s been happening just over the past few days here in UK. And at the time of recording, March 2018, there has been heavy snow. And because of that,
there’s a lot of panic about getting the shopping, getting
food delivery, or anything. And in particular, there
was a shortage of milk. And people panicked about that. And I saw on Facebook that a lot shops have put up a sign saying
we can only sell one bottle of milk per customer, because they can’t just take
all of them by themselves. That way, they try to spread out the load, and help as many people as possible, instead of just trying to
profiteer on the whole thing. Like that petrol station. So as much you can argue
that this book is about you persuading people to
do things that they might not have thought about doing before, it’s about being ethical as well. Either way, I recommend this book. And just so you know, this
book was published back in November 2007 I believe,
and they have released one with 60 secrets from
the science of persuasion. This one is 50. So they have one 60 now,
and they’ve released that in April 2017, ten years later. Whatever one you get, whether
it’s the 2007 version, or the 2017 version, they’re both relevant
today and probably forever. Because it’s all about the
human psychology thing. Really good book, I
recommend you check it out. And I put the link in
the channel down below, just so you can grab yourself a copy. And let me know if you have read it, what you think about it as well. I hope you’ve enjoyed this video. Let me know what you think. And of course, keep doing your
thing, because it matters. And I will see you next time.

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