The Small BIG
Steve J. Martin, Noah Goldstein & Robert Cialdini · 2014
"Small, precisely targeted changes to how a request is framed — not bigger incentives or more effort — routinely produce outsized shifts in whether people comply, and each one is backed by a controlled behavioral experiment."
Cialdini teamed with two behavioral scientists to catalog dozens of tiny wording and framing changes — each tested in real field experiments — that moved compliance rates by double digits without changing the underlying offer at all.
Read more about the topic
Influence: The Psychology of Persuasion
"People say yes for six predictable, exploitable reasons — reciprocity, commitment, social proof, liking, authority, and scarcity — and knowing the levers is the best defense against having them pulled on you."