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Low-Budget Marketing for Rookies by LID Editorial

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CHAPTER 1

Psychology andphilosophy ofmarketing

The psychology of persuasion

In his book Influence: Science and Practice, Robert B. Cialdini talks about the six basic principles of psychology that direct human behaviour. His work is the result of extensive experimental studies on the “weapons of influence”, together with three years of immersion in the world of compliance professionals – salespeople, fundraisers, advertisers and others. Cialdini wanted to understand what persuaded people to say “Yes”.

The implications of Cialdini’s work are profound. By identifying these six principles he has demystified brilliant sales and marketing. And in doing so he has given us the tools to exponentially improve our results. By understanding the unconscious ...

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