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The Internet Bloke
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IMHO the absolute essential book for all businesses and consumers to read is
“Influence – The psychology of Persuasion” by Robert Cialdini.

Cialdini has made a career out of analysing the reasons people do things, and is a very entertaining writer. The book mainly covers the six universal principles of persuasion he discovered – ie the psychology of why people say “Yes” to an offer that is made to them.

It will show you how to become better at persuading others- and how to identify the subtle persuasion techniques that are used against you without you even knowing it.

I had to buy this from Amazon – nobody had it in Australia.
Published by Collins, ISBN 978-0-06-124189-5

Cheers,
Eric G.