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Dave Lakhani, Persuasion: The Art of Getting What You Want, Wiley, NY, 2005

A refreshing book from a master of persuasion who has studied the subject from every angle -- and his book shows this by giving you new and useful angles on the subject. A worthy addition to your library.

Dave Lakhani, Subliminal Persuasion, Wiley, NY, 2008

More detail on methods of subconscious persuasion from the persuasion guru. Lots of extremely useful stuff on creating advocates, using the media and more.

Robert B. Cialdini, Influence: The Psychology of Persuasion (Revised edition), Quill, NY, 1994

Originally published in 1984, this is an absolute classic on influence and persuasion. Cialdini identifies six key principles by which we are heavily influenced: Reciprocation, commitment/consistency, social proof,  liking, authority and scarcity. Highly readable and academically sound.

Harry Mills, Artful Persuasion, Amacom, NY, 2000

A good, all-rounder, readable book on persuasion. Mills leverages strongly from classics like Cialdini to produce a general text that covers most of the bases.

Joseph P. Forgas and Kipling D. Williams, Social Influence: Direct and Indirect Influences, Psychology Press, 2001 

A sound collection of 19 chapters on the deeper elements of social influence, each written by a leader in the field of social influence. Although strongly academic, most chapters are easily understandable by the lay reader.

Goldstein, N.J., Martin, S.J. and Cialdini, R.B. (2007). Yes! 50 Secrets from the Science of Persuasion, London: Profile Books

Packed with examples of real persuasion in a wide range of contexts, this little tome is a delightful read. Strong reference of Cialdini's 'Influence' book.

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