The 10 Most Brilliant Books on Influence

Hi there,

What’s the Story?

As we step into this time of year, when people are setting goals and refining strategies, there’s one skill that can make the biggest difference in your success— influence.

Whether you’re leading a team, selling a product, negotiating a deal, or simply trying to communicate your ideas more effectively, understanding the science and art of persuasion gives you a massive edge.

This week, we’re diving deep into 10 brilliant books on influence—books that will change the way you think, speak, and act forever. These books don’t just teach you how to persuade; they reveal the hidden forces that shape decision-making before a single word is spoken. You can check out the latest episode on this on the Changing Minds podcast and check out the article below!

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The 10 Most Brilliant Books on Influence

Estimated reading time: 4 minutes 19 seconds

Influence isn’t about being the loudest in the room. It’s not about having the most logical argument or the flashiest presentation. True influence is about understanding how people think, feel, and decide—and learning how to align your message with their natural tendencies.

The best persuaders aren’t the ones who force their way into people’s minds. They’re the ones who remove resistance, build trust, and guide people toward the choices they’re already inclined to make.

Each of these books offers a unique perspective on how influence works—and how you can use it to become more persuasive in any situation.

**1. Influence: The Psychology of Persuasion – Robert Cialdini**

The classic of persuasion. If you read one book on influence, make it this one.

People rely on psychological triggers to make decisions. If you understand these triggers, you can guide behavior ethically and effectively.

Cialdini’s 7 Principles of Influence:

Reciprocity – Give first, and people will feel obligated to return the favor.
Commitment & Consistency – Once someone commits to something small, they’ll stick with it.
Social Proof – We look to others to determine what’s right.
Liking – We’re influenced by people we like and relate to.
Authority – We trust experts and credible figures.
Scarcity – We value what’s limited or exclusive.
Unity – Shared identity creates stronger bonds and influence.

How to apply it:

Offer free value upfront to trigger reciprocity (think free trials, samples, or helpful advice).
Use testimonials and case studies to leverage social proof.
Frame your message with “we” language to build unity.

**2. Pre-Suasion – Robert Cialdini**

This book reveals that what happens before persuasion is often more important than the persuasion itself.

The moment before a decision is made shapes how the message will be received.

How to apply it:

Set the right emotional tone before a conversation.
Prime people by directing their attention (e.g., showing images of generosity before asking for a donation).
Use contrast to make your offer seem better (anchor a high price first, then reveal your real price).

**3. The Art of Rhetoric – Aristotle**

Over 2,000 years old, yet still one of the best books on persuasion. Aristotle broke influence down into three pillars:

Ethos (Credibility) – People trust you first, then listen to your logic.
Pathos (Emotion) – People feel before they think.
Logos (Logic) – People justify decisions with reason, but they decide based on emotion.

How to apply it:

Build trust and credibility before making a case.
Tell stories to engage emotions.
Back everything up with logical arguments.

**4. Nudge – Richard Thaler & Cass Sunstein**

This book examines how people don’t always make rational choices, but you can nudge them toward better ones without forcing them.

Small environmental changes guide decisions.

How to apply it:

Make the desired option the default choice (opt-out organ donation increases participation).
Simplify complex decisions to reduce friction.
Use social proof to guide behavior (e.g., “75% of people in your area recycle”).

**5. Drive – Daniel Pink**

This book explores what drives people to take action. Money and rewards aren’t the best motivators. Autonomy, mastery, and purpose are.

How to apply it:

Give people more control over their work.
Focus on progress and mastery, not just results.
Connect tasks to a bigger purpose.

**6. How Minds Change – David McRaney**

In this brilliant book, David dives into what seems to change minds and transform beliefs. Facts don’t change minds. Safe, gradual exposure to new ideas does.

How to apply it:

Ask curious, non-judgmental questions instead of arguing.
Let people discover contradictions on their own.
Build trust before challenging beliefs.

**7. Persuasion Engineering – Richard Bandler & John La Valle**

Dr. Richard Bandler and John La Valle provide this gem on persuasion and explain how language shapes perception. Neuro-Linguistic Programming (NLP) helps you structure your words for maximum influence.

How to apply it:

Mirror people’s body language and tone to build rapport.
Use positive framing to change perspectives.
Embed persuasive commands inside regular conversation (“When you realize how useful this is, you’ll want to apply it immediately”).

**8. The Catalyst – Jonah Berger**

Influence isn’t about pushing harder—it’s about removing the barriers to change. In this book, Jonah shares how to do that.

How to apply it:

Lower resistance instead of adding pressure.
Make change easy and frictionless.
Let people feel like it’s their idea.

**9. Words That Work – Frank Luntz**

This is a classic in the political arena and examines what words actually work with audiences. It’s not what you say—it’s what people hear.

How to apply it:

Use short, simple, and emotional language.
Frame issues positively (e.g., “pro-choice” vs. “anti-abortion”).
Repeat key phrases—repetition is persuasion.

**10. Contagious – Jonah Berger**

Why do some ideas spread like wildfire? Because they follow the science of virality. Jonah Berger explores what makes ideas catch on in this excellent book.

How to apply it:

Use social currency—people share what makes them look good.
Trigger high-arousal emotions (awe, humor, anger).
Tell stories, not just facts.

These ten game-changing books can revolutionize your communication and help you become a better leader and get to hear YES more often. Get them. Devour them. And apply them!

To dive deeper into this, check out this week’s podcast episode.

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