Anyone read this stuff? Pretty good read.

How to trigger the yes response:

Robert B. Cialdini, a respected social scientist and specialist in the area of influence psychology, says that “… automatic, stereotyped behavior is prevalent in much of human action …”
He cites an experiment by Harvard social psychologist Ellen Langer, where you can see this concept in action. Langer approached people waiting in line to use a copy machine and asked, “Excuse me, I have five pages. May I use the Xerox machine?” About 60% said, “Yes.”
Under similar circumstances, she did the same thing, but instead asked, “Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies?” In this case, an overwhelming 93% said, “Yes.”
What happened to increase the “yes” response so dramatically?
It’s a well-known principle that people like to have a reason. A reason helps people make a decision and justify their action. However, in this experiment, “because I have to make some copies” does not provide any new information. It does not actually give a reason.
Therefore, merely using the word “because” initiated a positive response. “Because” is usually followed by information and has become, for most people, a “trigger.” Once the trigger is learned, it is powerful enough to set in motion a behavior sequence, in this case a “yes” response, even in the absence of concrete information.
Here’s another example. A tire manufacturer mailed out dollars-off coupons to generate sales. But the printer made an error. Some of the coupons presented a savings, but some did not. According to the manufacturer, though, it made no difference. Coupons that offered no savings of any kind generated just as much response as those that did.
Why? Because a coupon usually means savings. So, once that is learned, the coupon itself — even without offering any savings at all — acts as a trigger to initiate a positive response. Customers of the tire company responded automatically to the coupon trigger, not to the actual savings.

Why Influence Triggers Work
Let me give you the short version of why triggers like this work.
Life is complicated. Animals have evolved ways to make life simpler by taking behavioral shortcuts. The male redbreasted robin can’t spend every moment identifying each new bird that flies by, so it just reacts to the one discerning feature that separates a rival male redbreasted robin from jays and sparrows and crows and all other birds.
Likewise, we humans can’t possibly think through every situation from scratch, so we also have “triggers” that set off automatic, unthinking action. Our brain is built to help us simplify life by identifying patterns moment-by-moment, and automatically setting in motion set sequences of standard, well-rehearsed behavior.
Someone says “Good morning” to you, and without thinking, you say it back. You see an octagonal red sign at an intersection, and you automatically stop your car (or at least slow down). A group of people around you laugh, and you laugh right along even if you didn’t hear the joke.
Human triggers and patterns of response are more varied and complex, and certainly less predictable. And people are more aware than ever of the manipulative nature of selling and advertising. However, if you can discover the most powerful human behavior sequences and find the thing that triggers them, you can lead people to say “yes” to your requests more often.