I’ve been learning more about copywriting, which most people think of as writing that makes people buy something. That’s true, but it’s more than that. It’s about persuading or influencing someone, but with the written word instead of oral communication.

I’m not great at persuasion, but I’ve always wanted to get better, which is why I’m curious about copywriting. When I read the biographies of advertising and public relations entrepreneurs Albert Lasker (see here and here) and Edward Bernays (see here), I realized that I don’t understand the fundamentals of persuasion. Before I dive into the tactics of writing persuasively, I want to learn the principles underlying them.

Influence is a famous book by Robert Cialdini. I’ve heard nothing but good things about it, and it’s been mentioned in several biographies as having an outsize impact on entrepreneurs. I’ve owned this book for several years but never read it. But that’s about to change—I’m going to read it soon. I hope it helps me understand the principles of persuasion so the tactics I learn regarding persuasive written and oral communication will be more effective.