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While written primarily for a marketing audience, this amusing book has equal value and appeal for executives, salespeople—even parents trying to persuade their kids to do homework. This book, written by Goldstein, Martin and Cialdini, gives answers to how to become more persuasive and effective with others. It combines research, social psychology and pop culture and shows how consumers’ behavior can be influenced by various factors.

Yes!: 50 Scientifically Proven Ways to Be Persuasive includes 50 stories, including:

• How Can you Package Your Message so It Keeps Going and Going and Going?
• Does being Sad Made Your Negotiations Bad?
• What Can Make People Believe Everything They Read?
• When Can the Right Way Be the Wrong Way?
• When is it Right to Admit You Were Wrong?
• What Kind of Smile Can Make The World Smile Back?
• When Is a Loser a Winner?
• What Can You Gain From Loss?
• Which Single Word Will Strengthen Your Persuasion Attempts?
• How Can Rhyme Make Your Influence Climb?
• Do Favors Behave Like Bread or Like Wine?
• And more…..

“If you had a team of bright guys looking for research that you can actually use to improve your effectiveness, and they wrote it up for you with wit and style, putting it in nifty little reports of three to five pages, would that be useful? YES! This book is the trifecta: first-rate research, lively writing, and practical advice. Read it, enjoy it, use it.”– Dale Dauten, nationally syndicated King Features columnist and author of The Gifted Boss

Yes!: 50 Scientifically Proven Ways to Be Persuasive offers great and entertaining reading for people in marketing positions, entrepreneurs, salespeople or executives. It offers information on traditional marketing concepts such as loss aversion, scarcity principle, the liking and loving response, authority respecting, but it also makes witty references to yellow Post-it notes, the Smurfs and Britney Spears.

P.S. Don’t forget to take advantage of my birthday special this week