Book description
We all want people to do stuff. Whether you want your customers
to buy from you, vendors to give you a good deal, your employees to
take more initiative, or your spouse to make dinner—a large
amount of everyday is about getting the people around you to do
stuff. Instead of using your usual tactics that sometimes work and
sometimes don't, what if you could harness the power of psychology
and brain science to motivate people to do the stuff you want them
to do - even getting people to want to do the
stuff you want them to do.
In this book you’ll learn the 7 drives that motivate people:
The Desire For Mastery, The Need To Belong, The Power of Stories,
Carrots and Sticks, Instincts, Habits, and Tricks Of The
Mind. For each of the 7 drives behavioral psychologist Dr. Susan
Weinschenk describes the research behind each drive, and then
offers specific strategies to use. Here’s just a few things
you will learn:
The more choices people have the more regret they feel about the choice they pick. If you want people to feel less regret then offer them fewer choices.
If you are going to use a reward, give the reward continuously at first, and then switch to giving a reward only sometimes.
If you want people to act independently, then make a reference to money, BUT if you want people to work with others or help others, then make sure you DON’T refer to money.
If you want people to remember something, make sure it is at the beginning or end of your book, presentation, or meeting. Things in the middle are more easily forgotten.
If you are using feedback to increase the desire for mastery keep the feedback objective, and don’t include praise.
Table of contents
- Title Page
- Copyright Page
- Dedication Page
- About the Author
- Contents
- Acknowledgements
- 1. The Seven Drives
-
2. The Need to Belong
- When People Feel Connected, They Work Harder
- Use Nouns, Not Verbs
- Harness the Power of Others’ Opinions
- Make Sure the Right Person Does the Asking
- Incur Debt
- Get People to Say No
- Use Imitation
- Mimic Body Language to Build Rapport
- People Will Imitate Your Feelings
- Go Viral
- The Science of Bonding
- How to Get People to Trust You
- Syncing the Brains of Speakers with the Brains of Listeners
- When Competition Works and When It Doesn’t
- People Follow Leaders
- What Are You Saying with Your Hands?
- Your Face and Eyes Are Talking, Too
- You Communicate Meaning with Your Tone of Voice
- Clothes Do Make You
- How to Become the Leader in a Few Seconds
- 3. Habits
- 4. The Power of Stories
-
5. Carrots and Sticks
- Getting People to Do Stuff Automatically
- What the Casinos Know
- Choose from Five Basic Schedules of Reinforcement
- Continuous Reinforcement: How to Get People to Do Something New
- Variable Ratio: How to Get People to Keep Doing It
- Variable Interval: How to Get Stable Behavior
- Fixed Ratio: How to Get a Burst of Behavior
- Why a Fixed Interval Schedule Isn’t as Effective
- Rewarding Baby Steps
- Picking the Right Reward
- When to Give the Reward
- Negative Reinforcement
- Punishment
- 6. Instincts
- 7. The Desire for Mastery
-
8. Tricks of the Mind
- Your Lazy Brain
- Looking for Blame
- Use Coherent Stories
- The Power of Primes
- Messages of Death
- Anchoring: When a Number Is Not Just a Number
- Familiarity Breeds Content
- Make It Hard to Read
- Lulled with the Status Quo
- Make People Uncomfortable
- Craving Certainty
- Don’t Make People Think Too Much or Too Long
- To Sound Profound, Make Sure Rhymes Abound
- Simple Names Are Best
- How to Get People to Remember Stuff
- The Schematics in Your Head
- Two Words That Can Change Everything
- Metaphors Have the Power to Change How We Think
- Seize the Moment
- Time Is Money
- People Value Experience More Than They Value Things
- Wandering Minds
- Get People to Stop Thinking
- Shoulda, Woulda, Coulda: The Power of Regret
- Doing the Heavy Lifting
-
9. Case Studies: Using Drivers and Strategies in the Real World
- Get People to Donate Money
- Get People to Take Initiative
- Get Someone to Hire You as an Employee
- Get Someone to Accept a Job Offer
- Get Someone to Hire You as a Vendor
- Get Children to Practice Music
- Get Customers to Be Evangelists
- Get People to Vote
- Get People to Live a Healthier Lifestyle
- Get People to Use Checklists
- Get People to Recycle
- Get Customers to Be Actively Involved
- Get People to See the Other Side
- 10. The Strategy List
- Appendix A. References
- Index
- Ad Page
Product information
- Title: How to Get People to Do Stuff: Master the art and science of persuasion and motivation
- Author(s):
- Release date: March 2013
- Publisher(s): New Riders
- ISBN: 9780133122336
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