Faizan Khan's Key Ideas from Yes!
by Robert Cialdini, Noah J. Goldstein, Steve J. Martin

Never show how people behave badly.

That doesn’t lead people to want to be good and unique, but it leads them to think that many behave badly and, hence, so can they.

In short: don’t point fingers at people behaving badly, but draw attention to the many who are behaving well.

“80% of the people litter. You should take care of your planet” = bad.

Providing fewer choices to your customers can significantly increase your sales conversions. Avoid causing decision paralysis. The exception is when customers:

1. Enjoy the picking experience, such as shopping for ice cream
2. Already know what they want and are just looking for places that have it

If you are giving away something for free, ALWAYS state the actual value to avoid it being devalued.

Creating a higher-priced option can boost sales of your main product. Customers are more likely to choose the middle-priced option when presented with a luxury option.

1. Superior product - An upgraded version of your main product will make the original seem more attractive.
2. Middle ground - Customers often choose the second most expensive option rather than the cheapest or most expensive.

When it comes to fear, there's a catch - it's only effective if it leads to action. Having a clear call-to-action is crucial, otherwise the message can be easily blocked. Here's why:

• Fear can motivate people to take action if they feel they can do something about it
• Without a clear plan or solution, people may ignore the fear and block the message

If a waiter gives a customer one mint, walks away, and then comes back and adds another mint, saying "Here's an extra one for you!", he/she can increase the tip by 23%. This is way more effective than just including two (or three) mints at the beginning, which yields similar results as including one mint at the beginning. All of this is obviously still better than just leaving it in a jar at the door. Establish the norm first, and then make them feel "special."

To increase your chances of getting what you want, try the "I've Already Done This" approach.

E.g. If you've already completed a task, say "I've already done this. Can you also do this?" instead of "If you do this, I will match it and do it too." This simple shift in language can result in a 45% success rate.

By highlighting that you've already taken action, you create a mental anchor and emphasize your effort, making the other person more likely to reciprocate. This approach also reduces perceived pressure, making it more persuasive.

Gifts & favors have different values for the giver & receiver:

1. For giver: act like wine, higher value as time passes
2. For receiver: act like bread, lower value as time passes

Reminder technique: Say, "I know you will do the same in the future" when giving favor. Then remind them (tactfullly) when favor is needed, "Remember when I did this? How much did it help you?" to make them relive the feelings of being helped.

My Note:

I need to stress “tactfully” again. Do this wrong and people will resent you for making them feel indebted and trying to manipulate them.

Getting people to agree to small requests boosts compliance. For example, a restaurant reduced no-shows from 30% to 10% by simply asking, "Will you call if you cancel?" and receiving a verbal "yes." Though people are often too lazy to cancel, once they've agreed, they feel obligated to show up if they haven't canceled.

Similarly, candidates can gain more support by saying, "Great! We'll mark you as a 'yes' and let others know."

Because the promise is now:

• Voluntary (not forced)
• Active (people say & confirm)
• Public (witnesses present)
• In writing (verbal/written confirmation)

Got someone in your life whose behavior you want to change? Try this technique: call them out for what you want them to be! Instead of nagging or criticizing, praise them for being good people.

Here are three reasons why the labeling technique works wonders:

• 👀 When you speak kindly about someone, they feel good and empowered.
• 💫 If you praise someone for their positive qualities, they will want to uphold that image and live up to your label.

Studies show that people are more committed when they write things down. In retail, customers who fill out forms themselves are more likely to follow through compared to when employees do it for them. The same applies in healthcare, where giving patients a written note for their next appointment greatly reduces missed appointments and cancellations.

• Writing things down leads to higher commitment
• Retail stores: Customer-filled forms > Employee-filled forms
• Healthcare: Written notes for next appointments decrease no-shows and cancels

Tip: If you want someone to change their behavior, it's important to show them how this change aligns with who they are, what they already believe, and what they already do.

Note: Avoid making someone feel like they made a mistake in the past, as this may cause them to become defensive. Instead, explain that with the information they had at the time, their previous behavior made sense. This approach helps them save face and transition away from old habits.

Did you know that asking for a small favor can make someone like you more? This simple psychology trick can help you build rapport with others, even those who may seem out of reach.

By asking for a favor, people feel more connected and have a positive perception of you, even if you didn't do anything for them. They justify it by thinking, "He must be a great person if I'm willing to help him out." So don't be afraid to ask for a favor, it may benefit your relationships. 😉

When making requests, remember to add "anything will help" or "even a penny will help" to your message. This simple phrase can significantly increase the likelihood of receiving assistance without affecting the average donation size. Other ways to use this strategy include "Can you just give me a little clarity" or "Just a brief phone call would make a huge difference."

Starting with a lower price can attract more bidders, creating competition and making your item appear more desirable. An exception is when there are only a few interested buyers in a slow market.

• Lower starting price = more bidders
• Competition and social proof increase
• Exception: few interested buyers in slow market

Tip: Start with a low price to generate buzz and drive up your final sale prices.

Credentials matter, but it's better if someone else highlights them for you.

A study found that third-party praise, even if paid for, boosts conversions. For example, when a receptionist mentions a doctor’s impressive credentials before transferring a call, appointments increase. Similarly, when a coworker praises a colleague's intelligence, clients are more likely to see that colleague as persuasive.

If third-party praise isn’t possible, visibly display your credentials in your office or email signature.

Geniuses can miss big ideas if they don't seek help from others.

Focus on collective thinking, although it's still important to have one person making the final decision for efficiency.

• 🧠 No matter how smart you are, collective thinking generates the best ideas
• 🤔 Don't let your pride prevent you from seeking advice from others
• 👥 Encourage everyone to contribute their thoughts & stimulate your own thinking process
• ⚠️ The ultimate decision should be made by one person for efficiency

😊 Make everyone feel heard & considered in order to avoid hard feelings

Having a Devil's Advocate can cause more harm than good. While a true dissenter can bring valuable ideas to the table, a "dedicated" one can backfire. This is because their arguments may not be taken seriously & can actually strengthen the original position. It is important to foster a culture of healthy disagreement to truly benefit from diverse perspectives.

• True dissension is necessary for creativity & problem solving
• A "dedicated" Devil's Advocate can be counterproductive
• Encouraging disagreements without punishment is key
• A culture of healthy disagreement leads to better decision making