Top 10 Takeaways from ‘The small BIG: Small Changes that Spark Big Influence’ by Robert B. Cialdini
1. **People are more likely to say yes if they are asked a small favor first.** This is known as the “foot-in-the-door” technique.
2. **People are more likely to comply with a request if they have already made a commitment to do something similar.** This is known as the “commitment and consistency” principle.
3. **People are more likely to follow the lead of others if they see that other people are doing the same thing.** This is known as the “social proof” principle.
4. **People are more likely to like and trust someone who they perceive to be similar to themselves.** This is known as the “liking” principle.
5. **People are more likely to be influenced by people who they perceive to be experts or authorities.** This is known as the “authority” principle.
6. **People are more likely to be influenced by things that are scarce or in high demand.** This is known as the “scarcity” principle.
7. **People are more likely to be influenced by deadlines or time constraints.** This is known as the “urgency” principle.
8. **People are more likely to be influenced by rewards and incentives.** This is known as the “rewards” principle.
9. **People are more likely to be influenced by punishments and threats.** This is known as the “punishments” principle.
10. **People are more likely to be influenced by emotional appeals.** This is known as the “emotional appeals” principle.
II. Takeaway 1
People are more likely to say yes to a request if they have already said yes to a smaller request. This is known as the reciprocity principle.
For example, if you ask someone to donate to a charity, they are more likely to say yes if you have already asked them to sign a petition for the same charity.
This principle is based on the human desire to feel like we are in a state of balance. When someone does something for us, we feel obligated to return the favor.
This principle can be used to our advantage in sales and marketing. By starting with a small request, we can increase the chances of getting a larger request later on.
For example, a salesperson might start by asking a potential customer to sign up for a free trial of their product. Once the customer has signed up, the salesperson can then ask them to purchase the full product.
The reciprocity principle is a powerful tool that can be used to increase our influence over others. By understanding this principle, we can use it to our advantage in a variety of situations.
II. Takeaway 1
People are more likely to say yes to a request if they feel like they owe you something. This is known as the principle of reciprocity.
When someone does something for you, you feel obligated to return the favor. This is a natural human tendency that can be used to our advantage when we’re trying to persuade someone.
For example, if you want someone to donate to your charity, you could start by asking them to volunteer their time. Once they’ve done that, they’ll feel more inclined to donate money.
The principle of reciprocity can also be used to build relationships. When you do something nice for someone, they’ll be more likely to like you and want to spend time with you.
Takeaway 4
People are more likely to say yes to a request if they are asked in person than if they are asked over the phone or by email. This is because face-to-face interaction creates a sense of rapport and trust, which makes people more likely to comply with a request.
Takeaway 5
People are more likely to say yes to a request if they are asked in person than if they are asked over the phone or by email. This is because face-to-face interactions create a sense of rapport and trust, which makes it more difficult for people to say no.
Takeaway 6
People are more likely to say yes to a request if they are asked in person rather than over the phone or email. This is because face-to-face interaction creates a sense of rapport and trust, which makes it more difficult for people to say no.
Takeaway 7: The power of storytelling
Cialdini argues that stories are one of the most powerful tools of persuasion. When we hear a story, we are transported into the world of the protagonist and we experience their emotions and thoughts firsthand. This makes us more likely to empathize with the protagonist and to see things from their perspective.
Cialdini also notes that stories can be used to create a sense of urgency or to build credibility. For example, a story about a person who was diagnosed with a terminal illness and went on to live a full and happy life could be used to persuade people to donate to cancer research.
Stories are a powerful tool that can be used to persuade people to take action. By understanding the power of storytelling, we can use it to our advantage to achieve our goals.
Takeaway 7
People are more likely to say yes to a request if it is framed as a question rather than a statement.
For example, instead of saying “Can you help me with this?” you could say “Would you mind helping me with this?”. The difference between these two sentences is subtle, but it can make a big difference in the likelihood of getting a yes.
This is because when someone asks a question, they are putting the other person in a position where they feel like they have to answer. This is a natural human instinct, and it’s something that we all do. When someone asks us a question, we feel like we have to give them an answer, even if it’s just to say “no”.
On the other hand, when someone makes a statement, they are not putting the other person in a position where they feel like they have to respond. This means that the other person is more likely to say no, simply because they don’t feel like they have to give an answer.
So, if you want to increase the likelihood of getting a yes, try framing your request as a question rather than a statement. This simple change can make a big difference.
In conclusion, the book “The small BIG” provides a wealth of insights into the psychology of influence. Cialdini’s six principles of influence are a powerful tool that can be used to persuade others in both personal and professional settings. By understanding these principles, you can become more persuasive and achieve your goals more easily.