The best books on persuasion are often the ones that experts have written. And this one is no different. It’s a classic must-read for any business owner.
I’m going to read you some of my favorite lessons from Robert Cialdini’s book “Influence” and then break them down into bite-size pieces so you can understand just how powerful these tactics are. So let’s get the ball rolling.
1. Reciprocity
One of the most powerful ways to influence others is through reciprocity. We are naturally obliged to give back when someone gives us something first. This can be a hard-wired behavior, which means you’ll feel it more intensely than if it was something you had learned. Cialdini says: “This sense of obligation to return a favor is so strong that we will often go to great lengths to do it.”
Many people take advantage of this by offering you something first and then asking for favors in return. But even if you don’t receive anything in return, we still feel the compulsion to pay back somehow.
2. Commitment and Consistency
People like to be consistent and follow through on what they say. So once we make a decision or take a stand, we’ll stick with it when confronted with new information that contradicts our original stance.
This is a beneficial principle to know about because you can use it to get people to say yes in the first place. Then, when you ask someone a question and have already committed to an answer, they’ll be more likely to go through with what you’re asking of them.
3. Social Proof
People look at their surroundings for cues on how to act, especially in uncertain situations. They will look at what the people around them are doing for cues on how they should behave. If everyone is acting one way, they’ll assume that’s correct and do the same thing. This is often referred to as “herd mentality.”
Social proof can be compelling in business because people are more likely to do things if their friends and peers are doing them too. They’re also more likely to believe what they hear if there’s someone else saying it first.
4. Liking
People say yes more quickly to those they know and like. This is a useful lesson because it means you can use time, energy, and creativity thinking about how to build friendships with the people you want something from. Cialdini says: “In general, people are more likely to do favours for, and agree to requests from, those they know and like.”
5. Authority
People are conditioned to obey authority figures, even when they’re not present. This happens because we want to do what people with authority expect of us, and it helps us feel safe more than anything else.
This is another way you can get people to say yes to your business. All you need is the right credentials (and there are many ways to get them). For example, if you want people on your website to sign up for a free trial, add something in the footer that indicates how many Fortune 500 companies their product is used by.
6. Scarcity
People want more of things they can have less of. This happens because we fear losing out on an opportunity and we feel more need to take action when we think it might slip through our fingers.
Since scarcity is such a powerful mindset, it’s good to use if you want people to give you something like their email in exchange for your free trial or ebook. You can even flip the tables and imply that if someone doesn’t act now, they’re going to miss out on something big.
7. Consensus
This tactic is the opposite of social proof. When people are uncertain, they look at their surroundings to see what others think is correct and follow suit. This way of thinking happens more when there’s less consensus in the group around them or no authority figure to give them clues on what to do.
This tactic is similar to social proof, but it works differently. This means you should use it in different ways if you want someone to be a customer or a part of your email list. For example, if you have plenty of customers already and want more, talk about the number of people who have gone through the process before them. On the other hand, if you don’t have anyone yet, paint a picture of how uncertain or scary this new thing is and ask everyone to take the first step with you.
8. Commitment
Once people make a decision, they’ll stick with it even when faced with contradictory information. This principle is closely related to commitment and consistency because people are more likely to follow through on something if they’ve already said they are going to do it. This ties into the foot-in-door technique where you ask people for a small commitment first, then later use that as leverage when asking them for something bigger.
9. Liking Principle
Similar to the “liking” technique, you can also get people to say yes by giving them honest compliments. This works because most people want to feel valued and appreciated, so they’ll be more likely to do something for someone who has already made them feel that way. Again, this is especially true if you’re being sincere about it.
Conclusion
The ten lessons from Robert Cialdini’s book, Influence: The Psychology of Persuasion can be applied to marketing and sales. Your ability to successfully apply these principles may determine if your company succeeds or fails.