I want to reach back into my archive today. I want to talk about the psychology of persuasion.

I'm going to do that with two back-to-back episodes, the same guest, the guest that you can have

when it comes to the psychology of persuasion. For me personally, I think this is appropriate

because everyone is always going through a reset, so to speak.

High on Monday, coming down by the end of the week, good month, good year, bad year, whatever.

But the psychology of being a human being is always coming down on us.

And there are ways that we can communicate to help ourselves and to help other people.

I want you to, at least for today, at least for a little bit of your time, to feel a different perspective. Something more real, something more tangible.

Without any further delay, let's jump right in back to back with Robert Chaldeini.

He is best known for his 1984 book on persuasion and marketing.

Influence the psychology of persuasion.

Selling over 3 million copies, translated into 30 languages,

Robert is the go-to man for understanding effective persuasion.

Robert has outlined six key principles of influence.

Reciprocity, commitment and consistency, social proof,

authority, liking, and scarcity. His 1984 book that I cite goes into each of those in-depth.

Our conversation today, though, is something different.

His newest book, Presuasion,

A Revolutionary Way to Influence and Persuade.

Presuasion comes before the persuasion.

This is priming the table,

getting people ready to accept the messaging.

...