In Daniel Pink’s book, “To Sell Is Human,” he lists five books to help you frame arguments, identify problems, and curate information.
Cialdini has done more to advance the scholarship of persuasion than anyone in the world. This book is his classic. You need to read it. Seriously. Go get it now.
The Heath brothers are worthy successors to Cialdini. Their first book, which came out in 2007, is a gem. It will teach you how to create messages that stick, through the principles of simplicity, unexpectedness, credibility, emotions, and stories.
Three years after Made to Stick the Heath brothers came out with another book that’s equally good. This one is about change — which they’ll tell you depends on the emotional elephant and the rational rider working in concert. (Trust me — it makes sense.)
The opposite of clarity is murkiness. And murkiness’s close cousin is mindlessness — the state of being unaware. Wansink shows you mindlessness allows us to fall prey to hidden persuaders that make us overeat without even knowing it.
Two professors harvest the field of behavioural economics to reveal how altering “choice architecture” can nudge people to make better decisions about their lives.
I’ll have more to say about “To Sell Is Human” shortly.
More from Farnam Street:
- Daniel Pink Recommends Five Books to Improve Thinking
- Quiet: The Power of Introverts in a World That Can’t Stop Talking
- The Human Search for Meaning
- Laws of Character and Personality
- The Baloney Detection Kit
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