Cialdini's Principles of Persuasion

The principles of persuasion were developed by Dr. Robert Cialdini, a psychology and marketing professor in his book "Influence: The Psychology of Persuasion" in 1984.

Since then his ideas have been adapted to the fields of business, marketing, psychology and more.

Let’s take a close look at these six principles and see how businesses can use them.

Cialdini's 6 Princicples of Persuasion

1. Reciprocity
2. Commitment and Consistency
3. Social Proof
4. Authority
5. Liking
6. Scarcity

Let's dive in to each of these.

1. Give to Get (Reciprocity)

What It Means

People feel like returning a favor when you give them something.

Why It Works

This principle taps into our natural desire to be fair and balanced. Nobody likes feeling like they owe someone, so they're motivated to return the favor and level the playing field.

How Businesses Use It

Free Samples or Trials

One of the most popular ways businesses use this principle is by giving away free samples or free trials of their product. Let’s say you walk into a store and get a free taste of a new snack. Because you got something for free, you might feel more inclined to buy a full-size pack before leaving the store. The same goes for free trials of software or services online. After using it for a while without any cost, you're more likely to pay for the full version.

Value-Added Content

Businesses also offer valuable information for free, like how-to guides, eBooks, or educational webinars. For example, a fitness company might offer a free eBook on "10 Easy Home Workouts." After reading and finding it useful, you’re more likely to check out their paid workout programs.

Customer Support and Service

Exceptional customer service can also act as a "gift" that triggers reciprocity. If a customer experiences a problem and your company goes above and beyond to fix it, that customer is more likely to stick with your brand and maybe even recommend it to others.

Real-World Example

Coffee Shop Loyalty Cards

Consider a coffee shop that gives you a loyalty card with the first two stamps already filled in. You feel like you've already been given something (two free stamps), so you're more likely to keep coming back to fill up your card and get your free coffee. You’re not just returning for the coffee, but because you feel like reciprocating the initial favor.

Social Media Giveaways

Many businesses hold giveaways on social media platforms. They'll ask you to like a post or tag a friend to enter a contest to win a free product. Here, they're offering you a chance to get something valuable for free, which makes you more likely to engage with the brand, follow their account, and even make a purchase in the future.

2. Start Small to Go Big (Commitment and Consistency)

What It Means

The idea behind "Start Small to Go Big," also known as Commitment and Consistency, is that people like to stick with the choices they’ve made. Once someone agrees to a small request or makes a minor commitment, they’re more likely to agree to more significant things later on.

Why It Works

This principle works because, deep down, everyone wants to appear consistent in their actions and decisions. If we say we're going to do something, we like to follow through to avoid feeling or appearing inconsistent. It’s part of wanting to look good and make sense in both our eyes and others'.

How Businesses Use It

Initial Small Agreements

Before asking for a big commitment, like buying a costly product or signing up for a long-term contract, businesses often ask for smaller commitments. These can be as simple as signing up for a newsletter, agreeing to a one-week trial, or even just liking a social media post. These small steps make the path to bigger commitments smoother.

Surveys and Feedback

Some businesses use short surveys to apply this principle. For example, they might ask you to fill out a two-question survey about your shopping experience. After you've done that small task, you're more likely to complete a longer survey later. This helps the company gather more detailed customer feedback, which is valuable for improving products or services.

Real-World Example

Fundraising Campaigns

School fundraising events often use this principle. They may first ask you to donate a small amount, like $5. Once you've done that, they might follow up with requests for more substantial contributions or involvement, like becoming a member of the fundraising committee. Because you've already committed at a lower level, you're more likely to continue your support.

Gym Memberships

Ever noticed how gyms offer free one-day or one-week passes? They’re counting on you to try it out, like it, and then decide to commit to a monthly or yearly membership. By agreeing to the free pass, you're more inclined to take the bigger step of purchasing a full membership.

3. Follow the Crowd (Social Proof)

What It Means

The principle of "Follow the Crowd," also known as Social Proof, is based on the idea that people often look to others for cues on what is correct or acceptable behavior, especially when they're unsure what to do. Basically, if a lot of people are doing something, others will likely follow.

Why It Works

This behavior is rooted in our survival instincts. Long ago, following the group was often the safest choice. If everyone in the tribe ate a particular berry and didn't get sick, it was probably a good idea to eat that berry too. Today, we apply this instinct to various areas of life, including business decisions.

How Businesses Use It

Customer Reviews and Testimonials

One of the most straightforward ways to apply Social Proof is through customer reviews and testimonials. Businesses often highlight positive reviews on their websites or social media. For example, if you're looking to buy a new phone and see thousands of 5-star reviews, you're more likely to make the purchase.

Celebrity Endorsements

Ever wonder why businesses pay celebrities big bucks to endorse their products? It's all about Social Proof. If a popular athlete wears a particular brand of sneakers, fans of that athlete are more likely to buy the same pair.

Case Studies and Client Lists

Businesses often showcase successful case studies or a list of well-known clients they've worked with. This can be particularly effective in B2B (Business-to-Business) settings where companies are the customers. If a business sees that a reputable company is a client, they may feel more confident in becoming a client themselves.

Real-World Example

Social Media Likes and Shares

The "like" and "share" counts on social media posts are a form of Social Proof. If you see a post that has been liked and shared thousands of times, you’re more likely to think it’s good content, valuable, or true, and you might like or share it as well.

Crowdfunding Campaigns

Projects that receive a large number of initial backers often attract even more backers as they gain momentum. When potential backers see that many people have already supported a project, they're more likely to contribute too, thinking, "If it's good enough for all these people, it's probably good enough for me."

4. Listen to the Expert (Authority)

What It Means

The principle of "Listen to the Expert," also known as Authority, hinges on the idea that people are more likely to be persuaded or follow advice when it comes from someone they view as an expert or authority in a particular field. This is because expertise and authority often equate to trustworthiness and credibility in our minds.

Why It Works

This principle is deeply rooted in our psychology. From a young age, we're taught to listen to authority figures like parents, teachers, and doctors because their expertise can help guide us. As adults, we often extend this respect for authority to other areas of our lives, including business decisions.

How Businesses Use It

Credentials and Certifications

Businesses often display credentials, certifications, or awards prominently in their marketing materials or websites. For example, a cybersecurity firm may highlight that they are ISO certified to assure potential clients that they meet high standards in their field.

Expert Testimonials

Having experts in the field vouch for a product or service can be highly persuasive. For instance, if a skincare brand has dermatologists endorsing its products, consumers are more likely to trust the product's efficacy.

Data and Research

Presenting data or research findings can serve as another form of authority. Businesses may release whitepapers, studies, or statistical evidence to prove the effectiveness of their products or services. If a diet program shows that 95% of its users lost weight in clinical trials, that data serves as a form of expert validation.

Real-World Example

Medical Advertising

Many pharmaceutical companies use doctors in their advertisements. You've probably seen commercials where a doctor explains why a certain medication is effective for treating a specific condition. This use of an authority figure makes the medicine seem more reliable and effective.

Financial Services

In the finance industry, firms often have key opinion leaders, like well-known economists or financial experts, write articles or give talks that align with their services. If a famous economist writes a blog post about how great a particular investment strategy is, and that strategy is what a financial firm is offering, people are more likely to trust and choose that firm.

5. Likeability Matters (Liking)

What It Means

The principle of "Win Hearts, Then Minds," often referred to simply as Liking, is based on the very human tendency to be more easily persuaded or influenced by people we like or admire. Whether it’s because they’re charming, we have shared interests, or they give us compliments, we’re naturally more inclined to say yes to people we like.

Why It Works

This principle is deeply ingrained in our social nature. Building positive relationships and connections enhances our chances of success and survival. Consequently, we're more likely to trust the judgment of those we have a favorable opinion of, leading us to be more open to their suggestions or recommendations.

How Businesses Use It

Personal Branding

Many business leaders or entrepreneurs leverage personal branding to make themselves more likable to their target audience. For instance, think of CEOs who are active on social media, sharing both their business insights and glimpses of their personal lives. This multidimensional presentation makes them more relatable and likable, which often translates into better business for their companies.

Customer Relationship Management (CRM)

Businesses invest in building relationships with their customers, often through personalized emails, loyalty programs, and excellent customer service. The rationale is simple: if customers like a business, they're more likely to return and recommend it to others.

Community Involvement

Companies that engage in community service or philanthropy often do so not just out of corporate responsibility but also to be more likable in the eyes of their customers. When a business is seen as a force for good, it enhances its likability quotient.

Real-World Example

Influencer Collaborations

Brands often collaborate with social media influencers because of their likability factor. If a popular and well-liked influencer recommends a product, their followers are more likely to purchase it.

Employee-Customer Interactions

Some businesses empower their employees to go above and beyond in customer service, offering surprises like free upgrades or complimentary items. This generates goodwill and makes the business more likable in the eyes of the customer, encouraging repeat business.

6. Limited Time Offers (Scarcity)

What It Means

The principle known as Scarcity is built on the Fear of Missing Out (FOMO). In essence, people are more likely to take action—like making a purchase or committing to a decision—if they think an opportunity is rare, limited in time, or in short supply. Scarcity amplifies the perceived value of something, making it more desirable.

Why It Works

This principle taps into a fundamental human instinct: the fear of loss. The idea of missing out on something valuable can trigger anxiety, and that emotional response can motivate quick decision-making. Businesses leverage this basic psychology to encourage consumers to act fast, making the concept of scarcity a powerful motivator.

How Businesses Use It

Limited-Time Offers

Many businesses create urgency by offering special deals that are available for a limited period. For example, a furniture store may advertise a "Weekend-Only Sale," causing potential buyers to act quickly to take advantage of discounted prices.

Exclusive Memberships

Subscription services often use scarcity by offering 'exclusive' benefits to members, creating a sense of scarcity around premium content or experiences. This exclusivity can make a membership seem more valuable, encouraging more sign-ups.

Low-Stock Alerts

Online retailers frequently display messages like "Only 2 items left in stock!" to encourage immediate purchases. This low-stock alert pushes customers to make a quick buying decision, fearing they'll miss out if they wait.

Real-World Example

Black Friday Sales

One of the most recognizable examples of scarcity in action is Black Friday. The day after Thanksgiving, stores offer significant discounts on products for a very limited time, creating a rush of consumers eager to snag the best deals before they run out.

Limited Edition Products

Companies often release 'limited edition' versions of products to drive quick sales. For instance, a sneaker brand might release a limited edition design that's only available for a short time, creating a buzz and a rush to buy among fans of the brand.

How to Use These Ideas to Rise in your Career

Persuasion doesn't need to be machiavellian or otherwise shady activity. For long-term career growth, the best strategy is to just invest in your growth, help others and advocate for yourself.

Look at the following table to get ideas of how to use these ideas to give your career a boost. You'll notice these mostly have to do with being a kind, smart person to work with who is helpful to others and can advocate for themselves properly.