Influence Science and Influence, Robert Cialdini

• RECIPROCATION: Because there is general distaste for those who take and make no effort to give in return, we will often go to great lengths to avoid being considered a moocher, ingrate, or freeloader.
  
• COMMITMENT & CONSISTENCY: The drive to be (and look) consistent constitutes a highly potent weapon of social influence, often causing us to act in ways that are clearly contrary to our own best interest.
  
• We must be wary of the tendency to be automatically and unthinkingly consistent.
  
• Click & whir.
  
• We are phenomenal suckers for flattery.
  
• SOCIAL PROOF: People, especially when they are unsure of themselves, follow the lead of similar others.
  
• LIKING: We most prefer to say 'yes' to those people we know and like.
  
• We are phenomenal suckers for flattery.
  
• There is a natural human tendency to dislike a person who brings us unpleasant information.
  
• AUTHORITY: Acting contrary to their own preferences, many normal, psychologically healthy individuals were willing to deliver dangerous and severe levels of pain to another person because they were directed to do so by an authority figure.
  
• SCARCITY: People seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value.
  
• Freedoms once granted will not be relinquished without a fight.
  

The Story Factor, Annette Simmons

• The self seeks to achieve what it wants - whether it is profit, destruction, justice, or martyrdom.  The psychological goal of influence is to connect your goals to your listeners' self-interest in some manner.
  

• Before you can influence you must establish some connection.
  

• When we assume that people already know who we are and jump into persuading them to do what we want, we sabotage our own ability influence.
  

• You can't influence people if they can't remember your message.
  

• Getting to "yes" too fast only creates the temporary illusion of successful influence.  Implementation over the long haul is the real test.  Regardless of how "right" a decision might be, if people don't like this decision, it won't happen -- not like it was supposed to happen.  It is short-sighted to focus on an event (decision) when your real goal is to influence behaviour -- and behaviour is and forever will be primarily motivated by feelings.
  

• The secret to perseverance is found in the support of people who love you and believe in you.
  

• The individual or goup may agree with your cause, yet they don't take action because they believe they are powerless.  Your job is to help them see their power, then influence them to use it.  It ain't easy.