Influence: The Psychology of Persuasion by Robert Cialdini

cialdini-influence-199x300 Influence: The Psychology of Persuasion by Robert CialdiniIn today's highly competitive business world, persuading people is no mean feat. Your competition watches your every move like a hawk while you try to explain why your product is the best for your target audience. To achieve success, you need to know how you can convince people with confidence and persuade them to believe in you.

Over the years, Robert Cialdini's book Influence: The Psychology of Persuasion has helped millions of entrepreneurs become influential figures in their communities. Cialdini spent 35 years on his research to present six principles that can help entrepreneurs change their behavior and become expert persuaders.

Here are the six universal principles Cialdini presents in his book.


Influence: The Psychology Of Persuasion Tools:

1. Reciprocity

The idea of reciprocity stems from the fact that people feel obliged to provide concessions or discounts to others when they receive favors from them. Applying this simple logic, many businesses have turned prospects into leads. To give an example, informative blogs that provide useful information for free find it easier for their audience to share their email addresses with them.

2. Commitment and Consistency

The principle of commitment and consistency states that as human beings we want to appear more consistent. If we make a commitment, we are more likely to honor it because it is a reflection on our self-image. Businesses can leverage this principle by adding a simple call-to-action button to download resources such as e-books or brochures.

3. Scarcity

It is in our nature to want things when they are not available indefinitely. We tend to think we will miss out on something, if we don't grab the offer on time. In other words, a product or service becomes more attractive when it is perceived to have limited availability. Many businesses apply this principle frequently to drive sales. A good example is the limited time only offers provided by online retailers.

4. Social Proof

According to the social proof principle, people tend to follow one another while making important decisions. We often base our opinions on what people like us have to say. Employing this principle, many businesses are focusing on procuring testimonials from happy customers. Positive reviews from customers and a large subscriber base help businesses make prospective customers feel more confident about them.

5. Liking

It's easy to understand why we are likely to be persuaded by someone we like. Often it's superficial aspects such as physical appearance that play a big role in persuading people. For businesses, it is even more important to be likeable to stay ahead of competition and build relations. One simple way to apply this principle and become more appealing is by forging a more personalized relationship. For instance, personalized email campaigns are proven to deliver better results than the generic ones.

6. Authority

When it comes to money, we tend to believe those who are in a position of authority. This explains why pharmaceutical companies employ doctors to endorse their products. Businesses that cannot afford brand ambassadors can still establish their authority by taking a simple step: featuring the skills and experience of their team. In their About Us page, they can provide short biographies to highlight their team's expertise.

Jordan Belfort's “Straight Line Persuasion System” is deeply anchored on Cialdini's Psychology of Persuasion. Through the Straight Line course you will find extensive trainings and useful tips of Cialdini's principles, helping you master these techniques using the right tools.

As a business owner, an entrepreneur, salesman or in any walk of life, persuasion and influence plays a key role to reaching your goals. We cannot stress this enough. You have to master these points if you want to be successful; and if you choose to learn these principles, you might as well learn them from those who have proven themselves as experts on the subject.

You can read more about Dr. Robert Cialdini here: