Book review - presentation chimera of Robert B. Cialdini\'s book

1. (Robert
Let this man
rsuade
B. Cialdini) pe
YOU!
A ”book review-presentation chimera”
by Jussi Laakkonen
jussilaakkonen.wordpress.com

4. Psyc hologist
Scholar , Ph.D.
30 years
Resea rcher for
tanford
iting pro fessor, S
Vis

5. at Work
irman, Influence
Cha
resenter
Ren owned p

6. ractice
nce: Science & P
Influe

7. ractice
nce: Science & P
> Inf lue
Yeah,
over one
M ILLION
copies so l d !

8. ractice
nce: Science & P
> Inf lue
Yeah,
over one
M ILLION
copies so l d !
a book that
N ot bad for Jonestown
explains thend department
massacre a ain frenzies!
s tore barg

9. ractice
nce: Science & P So cial proof!
> Inf lue
one of the
Yeah, principles
over one
M ILLION
copies so l d !

10. ractice
: Science & P suasion
nfluence y of per
>I
e: The psycholog
> Influenc

11. ractice
: Science & P suasion
nfluence y of per
>I
e: The p sycholog ys to be
Influenc oven wa
> fically pr
> Yes! 5 0 scienti
per suasive

14. 5 hours
at I spent tion to
S o good th presenta
m aking this e goodness.
share th

15. ethods
tested m
50 rig oriously plication
orld ap
Immedi ate real w

16. ethods
tested m
50 rig oriously plication
orld ap
Immedi ate real w
0 people
ow that 5 tion on
D id you kn presenta
hear ted this ld you like to
Slidesh are! Wou ?
read on

17. ethods
tested m
50 rig oriously plication
orld ap
Immedi ate real w
0 people
ow that 5 tion on
I wish D id you kn presenta
8-) hear ted this ld you like to
Slidesh are! Wou ?
read on

19. seat belt.
F asten your
He re we g o.

20. goi ng to
Oh a nd I ’m
er o nly 15 ways
cov to be
th i n g .
to leave some book
read fro m th e

22. Plea se call again if the lines are busy.
Social pro of >> inconvenience
Everybody’s buying, hurry up
and don’t miss out!

24. If people li ke me do it...
Social proof on steroids
when it comes from
> People like yourself
> People you relate to

26. We produce 50% more litter today...
WRONG!
Social proof works also for
negative actions.
Marginalize the negative actions
”O nly 2% of people litter”

28. You are better than average!
Social proof from statistics
attracts us to wards the middle.
Reward hig h performers to avoid
them drift ing back to the middle.

30. Was t hat vanilla cherry d iet cola+vitamins?
Too many options leads to
decision paralysis.
... and besid es line extensions dilute the
brand and lead lower overall sales
(Positioning, Al Ries & Jack Trout)

32. Free isn’t valuable
If you bundle or offer gifts,
highlight the real value.
Free software included! vs.
Software worth $500 included!

34. High-end boosts mid-range sales
High-end = reference point
Expensive high-end ->
mid-range b ecomes a fair deal

36. Fear by itself paralyzes
Offer a solution, actions to take.
Without actions pointing out risks
only instills fear and denial.

38. H ow can I help you?
Recipro city is a strong norm.
... and the world would be a better place
if we all asked how we can help other us.
people, instea d asking how they can help

40. J ohn, thanks for f illing this form!
Personal is persuasive.
Hand writing + Post-It Notes FTW!
Writi ng the note also commits
the write r himself to his words!
... more proo f why Scrum’s post-it note
boards & daily stand up meetings work.

42. Wow, they really g o an extra mile!
S ignificant, unexpected,
personalize d gifts go a long way.
Attention, extra mints after meal,
repeating my order word for word
-> a b igger tip for the waiter

44. We’ve already done it on your behalf
You are free to participate or not.
Recip rocity back in action.

46. Favor s go out of fashion
As time passes the value of a
favour diminishes.
Gentle refreshing restores value.

48. WE’ll mark you d own as a yes and
let the others know y ou are coming.
We want to remain consistent.
Espec ially if others know.
Even more if w e gave reasons why.

50. H ere’s your card, and we’d like to
g iv e y o u t w o f ree stamps on it.
Mo tivated to collect all +
Personalized gift
No strings attached
A loyalty c ard with 2/10 marked
beats a card with 0/8 hands down.

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56. ex a mp l es
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57. ex a mp l es
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A title
Tru e to the

58. G
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A
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