Influence: The Psychology of Persuasion

by Robert B. Cialdini

A well-known principle of human behavior says that when we ask someone to do us a favor, we will be more successful if we provide a reason.

“There’s nothing more expensive than that which comes for free.”

Give a compliment behind a deserving person’s back.

“Repeat a lie often enough and it becomes the truth.” Particularly

opportunities seem more valuable to us when they are less available—the