How To Master Persuasion?
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| 6 Principles of Persuasion to Convince Anyone To Do Anything |
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According to Cialdini, he has identified six core principles that affect these decision-making shortcuts, particularly with purchasing and consumption decisions. The main message that he delivers is that if you understand these six principles, then you can use them to your advantage when trying to persuade others to take a specific action or buy a specific product.
The six key principles Cialdini identified are reciprocity, commitment, consensus, authority, liking, and scarcity. |
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1. Reciprocity
Humans value equality and balance to some extent. Humans often feel the need to return a favor or reciprocate kind gestures. This means we don’t like to feel that we owe other people. For example, this might mean offering a free sample or a generous discount to visitors. Based on the idea of reciprocity, your free sample makes visitors more likely to feel obligated to buy something from your site, providing you with an eventual conversion. |
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2. Commitment
If people commit, to an idea or goal, they are more likely to honor that commitment. Once someone is engaged with something, they are more likely to stick with it. In business, this means cultivating brand loyalty; once someone is using a product or service, they are more likely to commit to paying for it again. |
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3. Consensus
If more people do something, others are likely to do it as well. When brands can demonstrate their popularity or satisfaction across a wide customer base, other consumers are likely to buy in as well. |
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4. Authority
People are more likely to listen or obey an expert even if asked to perform unpleasant behavior. So, while pack mentality is important, a relevant expert speaking to the effectiveness of a brand's product or service is important to convert new consumers. |
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5. Liking
People who are similar to the target consumer are more likely to persuade the consumer to buy. People from similar demographics whether in terms of ethnicity, socioeconomic class, religious inclination, or common interests. There are far more effective at persuading consumers than those they perceive as vastly different. |
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6. Scarcity
People tend to want what they perceive they cannot have. Making a product or service seem exclusive or as if it will go out of stock if they don't act quickly often makes it more enticing to the consumer and increases the likelihood that they will buy. For example, a company releases a limited edition product in a specific season. |
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| Armed with these six principles of influence, companies can more adeptly navigate their potential consumers and convert more to sales. Hence, Cialdini warned against crossing the line between influence and manipulation, as the latter could spell disaster in the long run. Should stay on the right side of it. Excessive use will only have the opposite effect. |
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