Psychology and Persuasion
Key ways people can be influenced.
Influence by Robert Cialdini
- Social Proof
Reciprocity: Give a little something to get a little something. Example: give free things that people benefit from and they’ll be way more likely to buy something from you.
Commitment: We want to be consistent with our values. Example: multiple small “yes” leads to bigger “yes”.
Social Proof: We seek validation from others who act like us. Example: Testimonials.
Authority: We listen to seemingly credible, knowledgeable experts. Example: Celebrity/Doctor/Research endorsement
Liking: The more we like someone, the more we’re persuaded by them. Example: About us
Scarcity: When supply is low, demand is high. Example: “Limited time only!”
Unity: People like us do things like this. Example: Jargon, exclusivity, Us vs them, experience sharing
You can find Influence: The Psychology of Persuasion on Amazon here.