2. You read, and you ask yourself, “Interesting, but how do I apply this stuff to my business?”
3. You read, and you immediately change what you’re doing.
In my experience (and I get a book a week to review), books in the third category appear once a year or so. One such book is “Yes! 50 Scientifically Proven Ways to Be Persuasive” by Noah J. Goldstein, Steven J. Martin, and Robert B. Cialdini. This book ranks in the top 10 business books that I’ve ever read. The book is a collection of 50 short chapters that document an experiment—usually in social psychology—and then the ramifications of the findings. In a nutshell, the book truly does explain how to persuade. Here are some illustrations that you can probably immediately use in your business.
Guy Kawasaki
Full Story: http://blogs.openforum.com/2008/08/07/how-to-be-persuasive/