The Six Principles of Persuasion. An overview of Robert Cialdini’s classic principles of persuasion. And some suggestions on how to make them work for you. [1] Principle One. Reciprocity.
People are significantly more likely to say yes to you if you have already done a favor or kindness for them first. [2] Top tips for leaders and managers. Look for ways to help and support others, such as giving your time or information, without being asked. Think give and take not take and give. [3] Be genuine, it’s not about ingratiating yourself or cynically clocking up brownie points. Principle Two. Liking. The more we like someone, the more we want to be able to say yes to them. [4] Or, as Robert Cialdini puts it, If you want to influence people, win friends. [5] What to do. Spend time building rapport with those you are trying to persuade. Use small talk to establish common ground. This, in turn, can build goodwill and trust. Offer genuine praise. Aim, Cialdini says, to charm and disarm. [6] Principle Three. Social proof. People’s actions are often influenced by those of people around them. [7] How to persuade using social proof. Third party endorsements are particularly powerful, so consider. asking business contacts to recommend you on social media for your skills and expertise. Approaching satisfied clients for written, audio or video testimonials. Principle Four. Commitment and consistency. People want their actions to be consistent with their values, and to do what they say they’re going to do. [8] Ways to use the commitment principle. In meetings, ask everyone to agree to follow-up actions and timescales. Give away free samples or information to create a sense of obligation from prospective clients. Ask those you are trying to influence to agree to what you propose in writing. Principle Five. Scarcity. The less available something is the more likely people are to want it. [9] The scarcity principle can be used in a variety of ways. For example. Making a limited offer, e.g. twenty percent discount for first fifty customers, can encourage people to buy your product or service. [10] Setting challenging deadlines can spur team members into action by signaling time is short. [11] Principle Six. Authority. We are more likely to be persuaded to do or buy something by authority figures or so-called experts. [12] How to use the authority principle in practice. Use social media channels to demonstrate your expertise, and build up a strong network of followers. [13] Call on support from influential colleagues to help gain buy-in for your ideas or projects. And finally. When applying the Six Principles of Persuasion, ensure your approach is honest and ethical at all times.



[1] These six principles were first described in Robert Cialdini’s 1984 book, Influence. The Psychology of Persuasion. 
[2] GoodPractice audio interview with Steve Martin, co-author of Yes. 50 Secrets from the Science of Persuasion (Profile Books Limited, 1997).
[3] Ibid.
[4] Ibid. 
[5] Robert Cialdini, ‘Harnessing the Science of Persuasion’, Harvard Business Review (October 2001).
[6] Ibid.
[7] Sarah Cliffe, ‘The Uses (and Abuses) of Influence. An Interview with Robert Cialdini’, Harvard Business Review (July - August 2013) page 79.
[8] Ibid.
[9] Noah J Goldstein, Steve J Martin and Robert B Cialdini, Yes. 50 Secrets from the Science of Persuasion (Profile Books Limited, 1997) page 5.
[10] Clive Rich, The Yes Book. The Art of Negotiation (Virgin Books, 2013) page 63.
[11] Ibid.
[12] Sarah Cliffe, ‘The Uses (and Abuses) of Influence. An Interview with Robert Cialdini,’ Harvard Business Review (July - August 2013) page 79.
[13] Neil Patel, ‘6 Ways to Be More Persuasive With Social Media’ (16 November 2011). Available at. http://mashable.com/2011/11/16/social-media-persuasive/ (accessed 27 October 2014). 

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