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How To Influence People to Take Action with Cialdini’s Six Principles

Put your ideologies aside!

If you want to succeed in marketing, business and life then you need to understand the psychology behind people’s behaviors.

The six principles of influence were discovered by the great Robert Cialdini who wrote the book ? Influence: The Psychology of Persuasion.

This book is a core must read by any marketer or biz owner! Best of all, it’s totally ethical and encouraged since it can help people get what they truly want. Of course that all depends on who you are as a person.

Keep reading and maybe you’ll find interesting ways of applying the principles and improving your business and life in general.

So what are the six principles of influence?

1. Social Proof (Consensus) ?
People are more likely to take action when they SEE that others are already doing so.

Example: Imagine walking into a new bar, restaurant or lounge and it’s empty. Would you want to stay and roll the ? ?

Probably not. You want to go somewhere others are having a great time.

2. Commitment ?
People are more likely to take action if you can get them to commit to a smaller thing first.

Example: You’re helping a charity raise funds for a cause you are passionate about and want to make sure people can attend the fundraiser.

You can either
A. Mass email/msg them letting them know of the date/time. Or you can..
B. Reach out with a personalized email/msg invite asking them if they could like/share the Facebook post. Some days later you can reach out to invite them to the event.

3. Reciprocation ?
People are hardwired to give back to those who gave them something of value.

Example: Your friend wants to treat you to dinner one night and pays for the check. Next time you go out, you feel you must treat them.

4. Liking ?
People want to deal with people they like and have things in common with. Studies have shown that building rapport with people prior to a business deal increases conversion rates up to 90%.

Example: You meet with a potential client and you end up realizing you both are crazy about NY style pizza. Now you both have something in common that you can talk about besides business. That makes you think the other person is awesome because you are awesome for liking NY style pizza.

Side note: this may be a reason why business in Latin America typically requires chit chat for the first half of any call or meeting. They may be onto something! Although it can be a time waster if not done correctly.

5. Authority
People listen to those with credibility and authority.

Example: If someone has been featured on a ton of media outlets on a specific topic, they are seen as an authority on that topic.

6. Scarcity ?
People don’t want what everyone can easily get.

Example: No one wants to marry a hoe (male or female) ?

What do you think of these principles? Any other examples?

Jon Tavarez

An internet enthusiast, marketer, and entrepreneur that graduated from the University of South Florida College of Business. Jon is also the Founder of Vantage Internet Group, a digital agency based out of Tampa, Florida which oversees the brand management for online businesses and is involved in numerous start-ups.