9/10: Fascinating book with an easy to remember framework for persuasion.
You'll be entertained by the numerous psychology studies ranging from the bizarre to the ridiculous.
By memorising the METHODS framework presented in the book you will be equipped with a toolkit of persuasive tactics for home and work. There is a lot of useful content in this book, with very limited fluff, and you will need to read slowly and take notes to get the most from this book.
This book has encouraged me to read more books on psychology and persuasion as the concepts contained are complex and a lot of further understanding would be required to consistently execute these methods well.
Here are some of the things I took away from the book:
Mould their perception
Use priming to achieve a desired mindset in your target
For example, to change your target's thinking you might want to prime an open-minded mindset
Priming can be achieved through the use of certain words that are associated with open-mindedness
People often make decisions from anchor points
For example, in a negotiation you could anchor your target at a certain number and their decision making will then start from that anchor point until they reach the outermost limit of their acceptable range
Another anchoring technique is to ask for something very large and then ask for something relatively smaller so that the relatively smaller request seems reasonable.
Expectations mould perceptions
If delivering a message you could make a good first impression to provide high expectations for the rest of your message.
Elicit Congruent Attitudes
People like to behave in a way that is consistent with their attitudes and body language
Try and elicit body language in your target that is consistent with the decision you would like them to make (eg nodding their head)
Trigger social pressure
People are influenced to confirm to avoid social rejection
Social influence is so powerful that it can overcome strongly held views that someone has if they believe everyone is thinking differently
Social rejection causes the same type of pain as physical pain
If you have a rare similarity then reveal it to build rapport. People will form a more favourable view of you if they think you share something
Habituate your message
You can increase compliance by repeating a message
We like things we can read and understand quickly (processing fluency). This can be increased through repeated exposure
Unfavourable messages can be desentised by conveying the message slowly, not allowing any side-by-side comparison and including positive messages as part of the conversation
Optimise your message
People evaluate messages using either simple or complex analysis. Refine your message based on what type of analysis your target is likely to use (eg tube ads are longer because targets have longer to read them)
The aesthetics of a message can be very important as people can find aesthetically pleasing messages very pleasing
Drive their momentum
Limiting a product can increase demand
Sustain their compliance
Requests and messages can be perceived differently based on associations with other stimuli like product placement, where the request was made or even the weather