Steve J. Martin Books
Martin is a behavioral scientist and director of Influence at Work (UK).
Known for: Yes! 50 Secrets from the Science of Persuasion
Books by Steve J. Martin
Yes! 50 Secrets from the Science of Persuasion
Persuasion is often misunderstood as pressure, spin, or manipulation. In reality, the best persuasion works by aligning a message with how people naturally think, decide, and respond to social situations. In Yes! 50 Secrets from the Science of Persuasion, Noah J. Goldstein, Steve J. Martin, and Robert B. Cialdini distill decades of behavioral science into practical strategies that can help anyone become more effective in communication, leadership, sales, negotiation, and everyday influence. Rather than relying on intuition alone, the book shows how small, evidence-based adjustments in timing, wording, framing, and social context can dramatically change outcomes. Its power lies in its accessibility: each idea is rooted in real experiments and translated into practical lessons for daily life. The authors bring exceptional authority to the subject. Goldstein is a professor of management and psychology, Martin is a behavioral scientist specializing in influence, and Cialdini is one of the world’s most respected social psychologists. Together, they offer an ethical, research-backed guide to earning agreement, building trust, and inspiring action without coercion.
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Reciprocity Creates a Desire to Return
A surprisingly small favor can open a much larger door. One of the most powerful principles in persuasion is reciprocity: when people receive something meaningful, they often feel a natural urge to give something back. This response is deeply social and largely automatic. It helps explain why genero...
From Yes! 50 Secrets from the Science of Persuasion
Commitment Shapes Future Behavior Powerfully
The smallest yes can become the seed of a much bigger yes. Human beings like to see themselves as consistent. Once we publicly make a choice, take a position, or agree to a small step, we are more likely to behave in ways that match that earlier commitment. This is why persuasion often succeeds not ...
From Yes! 50 Secrets from the Science of Persuasion
Social Proof Guides Uncertain Decisions
When people are unsure what to do, they look sideways before they look inward. This is the principle of social proof: we often decide what is appropriate, effective, or desirable by observing what others are doing. In uncertain situations, the behavior of peers becomes a shortcut for decision-making...
From Yes! 50 Secrets from the Science of Persuasion
Liking and Similarity Open Minds
People do not simply evaluate messages; they also evaluate messengers. We are far more likely to say yes to someone we like, and we tend to like people who feel familiar, similar, respectful, and warm. This makes liking one of the most underestimated tools of persuasion. It is not about charm in the...
From Yes! 50 Secrets from the Science of Persuasion
Authority Gives Messages Extra Credibility
Expertise often persuades before the argument even begins. People are more willing to listen, trust, and comply when they believe the source is knowledgeable and credible. This principle of authority helps explain why titles, credentials, experience, and demonstrated competence can make the same mes...
From Yes! 50 Secrets from the Science of Persuasion
Scarcity Makes Opportunities More Valuable
We notice what might disappear. Scarcity increases desire because people tend to assign greater value to opportunities, resources, or choices that are limited in quantity, time, or availability. When something may soon be unavailable, hesitation starts to feel risky. This is why limited offers, expi...
From Yes! 50 Secrets from the Science of Persuasion
About Steve J. Martin
Martin is a behavioral scientist and director of Influence at Work (UK).
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Martin is a behavioral scientist and director of Influence at Work (UK).
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