When The Advertising Antidote issues a challenge, Stevin Dee comes through. Recommending books that  coincide with the values we teach and practice, was something that's been an ongoing project at the Advertising Antidote. In this second part on Influence, Stevin breaks down one of his favorite reads by Robert Cialdini- Influence, The Psychology Of Persuasion and ads his spin on the topic. And guess what? The 6 Principals Of Customer Influence that Stevin shares happen to align well with everything we believe and will definitely help you reach your goals on profits and customer retention. Discover the 6 Principals Of Customer Influence Reciprocity Social Proof Commitment & Consistency Liking Authority Scarcity Understand them, use them, and profit.