Yes! is a must read must buy and must reread frequently book for anyone whose job involves persuading others to do, give, buy, or agree to something. Each chapter considers a specific question like "How can we show off what we know without being labeled a show-off?" and is only about three pages long. There are 50 chapters, all chock full of research-based psychology packed in a case study. Read it.
Noah J. Goldstein, Steve J. Martin, and Robert B. Cialdini. Yes! 50 Scientifically Proven Ways to Be Persuasive. c. 2008. New York: Free Press
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