Sunday, July 27, 2008

Cialdini's Six Principles of Persuasion

Just a quick summary of Robert Cialdini’s six principles of persuasion that I put together for my own reference.

  1. Reciprocation – I’m obligated to give back to you what you first give to me. Try to be as helpful as possible, and pay keen attention to what the needs of who you are trying to persuade are.
  2. Scarcity – People want more of what they can get less of. Show why your product or service is unique and scarce and people will want it.
  3. Commitment and Consistency – Get people to write things down or get them to make a small contribution or commitment first (aka the foot in the door technique).
  4. Authority – Build legitimacy and seem like an expert on the topic at hand. This can mean past experience, credentials or perceived knowledge. Try to establish this early in the persuasion process to keep people listening to you.
  5. Consensus – People tend to be followers. Use testimonials, the more similar to the people you are trying to persuade the better. Likewise with people who are seen as having expertise or authority.
  6. Liking – Get people to like you and you are more likely to persuade them successfully.

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