Dr. Cialdini's 6 Principles of Persuasion
Persuasion has been practiced as an art form since the beginning of human history. But only recently has the technology become available to investigate persuasion as a science. This new orientation has already demonstrated surprising new insights into our understanding of when, how, and why people are moved to action.
Consider other fields that were once based on intuition and guesswork. What happened to medicine as it began to be practiced as a science, rather than an art form? What happened to weather forecasting, when it became a science rather than an exercise in intuition? The same type of revolution is now occurring in the study of persuasion, one of the last fields of study to yield to scientific methodologies.
The Six The Principles of Persuasion, a.k.a. "Weapons of Influence"
Based on the research of Dr. Robert Cialdini
*Note: The Principles are scientifically-proven tactics you can leverage to increase the likelihood that people will say "yes" to your requests and appeals.
- Reciprocity: People feel obligated to give back or repay those who have given to them. The simplest way to invoke this principle: be the first to give... information, contacts, access, praise, etc.
- Consistency: People prefer to live up to their previously-stated beliefs and previously-held commitments. The possible applications of this one principle could fill an entire book. Used by non-profits to solicit additional funds and captors to elicit confessions from prisoners. Salespeople, listen up: anytime you're seeking to ensure follow-through, this is one principle you must understand, or risk being ineffective.
- Authority: People defer to legitimate experts, especially in matters of fact and data. Okay, sounds obvious - it is. The underlying question is more challenging: how to position yourself as an expert (and worthy of trust) in the eyes of your customers, clients, colleagues, senior management, etc.?
- Consensus: When people are unsure of what to do, they look at what similar others have done or are doing, especially in matters related to style, preference and taste.
- Scarcity: People want more of what they can have less of. Here's another principle that people tend to scoff at. Of course we want things we cannot have. Well, the scarcity principle goes much deeper. Here's a question for you: Which are more effective, limited-number offers or limited-time offers? The research provides a very clear answer.
- Liking: Okay, I admit it, this is the principle that everyone at first laughs at. Have you ever heard the expression "all things being equal, we prefer to do business with people we know trust and like"? Of course you have. Well, what liking says is that "even if things are not equal, we still prefer to do business with people we know trust and like." Here's an example. Think of someone you have to work with who just drives you nuts - no matter what you do, you can't seem to develop a productive relationship with this person. They sap your energy and question every one of your decisions. Applying what you can learn from the Liking principle can immediately turn that relationship around. How? Because the science clearly shows that there are three critical factors that impact liking more than anything else. Focus on these important factors can literally transform your poisonous relationships. Are you curious? Here's a hint, and it turns an old sales adage on its head. Instead of trying to be liked by Johnny in Accounting, try instead to genuinely demonstrate to Johnny in Accounting that you like him. The Liking principles shows you exactly how to do this.
In The News
(Recent articles)
- How to Win Favours and Influence People
- The Ottawa Citizen (June 12, 2007)
- Don't Tell Them You're The Boss
- The National Post - (Feb 28, 2007)
- Harness the Power of Persuasion
- Montral Gazette - Working (Feb 18, 2007)
LINKS
Looking for more information...
- What's Your Influence Quotient?
- Test your influence skills... from the IAW research team in Arizona.
- Influence At Work
- Dr. Cialdini's training and consulting group, based in Tempe, Arizona
- The Influence Assessment Questionnaire
- How influential and persuasive are you? Take our quick test to find out. Developed by Influence at Work in the UK.
- Major Persuasion Blog
- Updated information of the ethical application of influence and persuasion tactics.
- Principles of Persuasion ("PoP") Workshop
- Curious about the Principles of Persuasion ("PoP") Workshop, the only one training program in the world designed, certified and endorsed by Dr. Cialdini? Click here for a full overview, with learning objectives.
- PoP at McGill International Executive Institute
- Two times per year, the McGill International Executive Institute presents the only open PoP workshop in Canada. Click here to see the 2007 schedule, along with program fee information and a summary course description.
The Top Sites: Influence & Persuasion
Robert Cialdini - Wikipedia
Straight from the source.1 point
Seth Godin
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Micro Persuasion
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http://www.mitchjoel.com
"Canada's rock star of digital marketing" more...0 points
Presentation Zen
One of the best sources for insightful and candid more...0 points
Books on Persuasion and Influence
The New Influencers: A Marketer's Guide to the New Social Media by Paul Gillin
The influence of bloggers, podcasters, and users o more...1 point
Top Films on Influence
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Events
Where to learn more about Influence & Persuasion
- May 16, 2007: Canadian Marketing Association Annual Trade Show and Convention. As one of the keynote presenters, I will address delegates on the six principles and how they apply to marketing.
- May 31, 2007: JCC - Montreal
- November 1-2, 2007: The Principles of Persuasion Workshop at the McGill International Executive Institute. As a faculty member, I will be facilitating a 2-day workshop on the ethical application of the 6 principles. This is the only PoP Workshop in Canada open to the public. A rare opportunity to examine the principles in-depth and put them into practice right away. All three workshops in 2006-07 sold out, and over 97% over participants stated that they would recommend it to a friend or colleague.
Your Feedback...
Share your thoughts and what other info you'd like to see here...
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Timbo
This is a really good informative lens. You get 5 stars from me. Posted October 26, 2007 |
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SemperFidelis
A 5 to you! Consider stopping by our Recycling lens and giving a rating. We raise funds for Save The Children with this lens. :) Posted October 13, 2007 |
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SalesPractice
Excellent topic and great information. Thumbs up! Posted July 22, 2007 |
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jvcronje
I regard this article a good contribution towards understanding persuasion. Two principles, viz. "consistency" and "authority" are featuring in an article of mine as well and can be viewed at http://www.squidoo.com/principlesofpersuasion/ Posted July 12, 2007 |
