Influence

Notes from Influence: the Psychology of Persuasion by Robert B. Cialdini

Six Principles of Instant Influence

ReciprocityWe are obligated to give to others what they have given us.Be the first to give service.

Be the first to give information.

Be the first to give concessions.
ScarcityAs objects of some value become less available to people, they increase in value.Emphasize genuine scarcity.

Emphasize unique features.

Emphasize exclusive information.
AuthorityGenuine, credible authorities generally provide us with information that is accurate and helpful.Establish your position through professionalism.

Establish your position through knowledge of the industry.

Establish position through your credentials.

Establish your position through admitting weaknesses at the outset.
ConsensusWhen deciding what to do in an unfamiliar situation, it is helpful to look to others in that situation for an answer.Unleash people power by providing information on trends and similar mass movements of others.

Unleash people power by showing examples and evidence of others' past successes.

Unleash people power by providing testimonials of similar others.
Consistency and CommitmentWe strive for consistency in our words, thoughts, and actions because to do otherwise causes anxiety and discomfort in ourselfs and those around us.Start small and build.

Start with existing commitments.

Start from public possitions.

Start from voluntary commitments.
LikingPeople trust and, consequently, are influenced by those they like.Uncover similarities.

Uncover areas for genuine compliments.

Uncover opportunities for cooperation.



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Page last modified on March 19, 2007, at 05:38 PM EST