Influence: The Psychology of Persuasion – Summary and Review

How can this book benefit you?: 1:20

6 psychology principles covered in the book: 4:16

Look at real-life, current websites applying these principles: 6:57

How you the book can change your thinking: 14:47

How I gained value from this book: 19:30


Book/audiobook affiliate link:

Russell Brunson’s Expert Secrets affiliate link:

Jason Hornung’s webinar, NOT AN AFFILIATE LINK:

Miles Beckler’s YouTube channel:


In this video, I give you a brief summary and review of the book called ‘Influence: The Psychology of Persuasion’ by Robert Cialdini. I actually bought the audio book and listened through the 10 hour audio in a few days and listened to it at 1.5x the speed to get through it quicker while taking detailed notes of the information and examples. The book is about 300 pages.

I found this to be a very valuable book regardless of what field you are in – affiliate marketing, babysitting, or not even working. Truth is, you need to employ persuasion techniques wherever you are since you are constantly negotiating and talking to people. If you ever want someone to do something or share your idea with someone, you must know how to persuade. And this book teaches you the techniques necessary to do so. If you are a marketer, it will be that much more effective for you since your job is literally to sell and persuade.

In the book ‘Influence: The Psychology of Persuasion’, the idea is that our human functioning is based on shortcuts, such as stereotypes to govern how we behave.

Creating a shortcut saves us a lot of time and energy and allows us to function. If you had to THINK and ANALYZE something new every single time it’s presented, you would be really exhausted.

So for example rather than thinking about, doing research on, and analyzing a new product, we can just look around us and see what others are saying (testimonials) in order to make our decision.

Social proof then, is a shortcut we use to make quicker decisions.

Robert B. Cialdini, author of ‘Influence: The Psychology of Persuasion’ discusses 6 universal principles or ‘shortcuts’ that we employ to make our decisions. We can take advantage of these shortcuts in order to sell our ideas/products/services to others.

These mental shortcuts are:

– Reciprocity rule
– Commitment/consistency
– Social proof
– Liking
– Authority
– Exclusivity

The book teaches you not only how to apply these principles with numerous scientific experiments that prove their effectiveness, but how to combat them as well in case a sales rep uses them on you – useful not only if you are buying, but selling as well to see the psychology of the other person.

I go over a few examples from the videos I linked up above – the Expert Secrets website and Jason Hornung’s webinar sales page, both of which employ most of these mental shortcuts in order to increase conversion rates.

After you finish reading any good book, you should see a change in the way you think without having to ‘memorize’ all the facts. Everything you learn should come naturally.

For example after I read ‘How to Win Friends and Influence People’ by Dale Carnegie my very first time after 8th grade summer, I kid you not, my entire approach to people changed.

I was for a fact quite hostile, would say incorrect things sometimes, and just interact with people in a way they wouldn’t find pleasant.

After reading Carnegie’s book, I immediately changed my approach and began making friends. Again, true story.

‘Influence: The Psychology of Persuasion’ will hopefully do the same with you as it did with me – it changed the way I THINK and now when I see a salesman doing something, I know exactly what principles they are employing to try to sell to me. Most importantly, when I try to sell products myself, I employ these 6 principles automatically and the results are showing.

That’s it!

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