How to Influence People: Principles of Ethical Persuasion

6 Steps to More Influential Marketing If you are having trouble getting people to say yes, you don’t need to change what you are proposing; you need to change how you present what you have to offer. Robert Cialdini Ph.D., a professor of psychology at Arizona State University, summarizes the concept behind his “Principles of Persuasion.” Principles that can change …