THE SIX PRINCIPLES OF PERSUASION

THE SIX PRINCIPLES OF PERSUASION:
The six scientifically validated principles of persuasion, provide for small, practical and often cost less changes that can lead to big differences in our ability to influence and persuade others in an entirely ethical way. These six principles were given by Robert Cialdini who published the book “Influence: The Psychology of Persuasion”. Cialdini has identified these core principles that affect the decision making short cuts, particularly in relation to purchasing and consumption decisions. They are Reciprocity, Scarcity, Authority, Consistency, Liking, Consensus (or social proof).

1. PRINCIPLES OF PERSUASION 1

2. Robert Beno Cialdini’s principles: Reciprocity Liking Social Proof Authority Scarcity Commitment and Consistency 2

3. RECIPROCITY : The principle of reciprocity in sales psychology means that when someone gives us something, we feel compelled to give something back in return. 3 If someone does something for you, then you feel obligated to reciprocate .

4. LIKING : This principle states that we are more likely to say yes to a request if we feel a connection to the person making it. 4 We tend to be attracted to people who communicate to us that they like us, and who make us feel good about ourselves.

5. SOCIAL PROOF : Social proof is a psychological phenomenon where people confirm to the actions of others under the assumption that those actions are reflective of the correct behavior. 5 If “everybody else” thinks this product is great, it must be great.

6. The principle of social proof involves the tendency of the individual to follow the lead of the group or peers. 6 When we feel uncertain about making a decision, we observe what others are doing to get social proof to see if something is fine or not.

7. COMMITMENT AND CONSISTENCY : The best way to earn the loyalty of customers is to make them commit to something and consistent with a choice they have previously made. 7 Amazon offers a 30 days free trial to new users of its OTT Platform. If you invest 30 days into OTT platform you are more likely to continue the service.

8. SCARCITY : This principle states that people are highly motivated by the thought that they might lose on something. 8 Here, only 1 left in stock makes us believe something is in short supply, this fear is a powerful motivator to encourage us to act quickly.

9. AUTHORITY : It refers to a person's tendency to comply with people in positions of authority, such as doctors, lawyers, etc. 9 Someone with a thorough understanding of their profession says so : “I recommend Sensodyne”.

10. THANK YOU! 10