The 7 Principles of Persuasion — How to Effectively Influence Others

Nugget by Robert B. Cialdini (PH.D. in Psychology)

Dec 20, 2024

Hey friend!

I was re-reading Influence (by Robert Cialdini) and came across a powerful passage that illustrates how to apply the 7 Principles of Persuasion (and in which order).

I wanted to share this passage with you, along with a clear definition of each principle, so you can learn how to effectively influence others — to boost your conversions whether in business, dating, securing funding, etc.

👤 Doers

💡Nugget

🟠 Robert B. Cialdini:
Research shows that messages are more likely to be successful if recipients can first be made to feel positively toward the messenger. Three of the seven principles of influence—reciprocation, liking, and unity—seem particularly appropriate to the task.

1. Reciprocation Principle: Human tendency to comply with someone who has previously made you a favor.

2. Liking Principle: Human tendency to comply with someone that you particularly like. E.g./ You like the person because he shares similar interests as you.

3. Unity Principle: Human tendency to comply with someone that's in your "tribe." E.g./ You are both vegans or you went to the same university.

In other situations, perhaps when a good relationship is already in place, the goal of reducing uncertainty may be a priority. After all, having a positive relationship with a communicator doesn’t necessarily mean message recipients will be persuaded. Before they are likely to change their minds, people want to be assured any decision they are being urged to make is wise. Under these circumstances, according to the model, the principles of social proof and authority should never be ignored—because evidence that a choice is well regarded by peers or by experts makes it, indeed, appear prudent.

4. Social Proof Principle: Human tendency to "feel safe" towards an action (e.g./ buying some product) when we see other people doing that same action. We instinctively think: "If other people used and liked this product, then it's very likely that the product is — at least — decent and trustworthy." We find reassurance and validation when we go with the crowd!

5. Authority Principle: Human tendency to overestimate the statements from experts.

But even with a positive relationship cultivated and uncertainty reduction accomplished, a remaining goal needs to be achieved to boost the likelihood of behavioral change. In such a situation, the goal of motivating action becomes the main objective.
That is, a well-liked friend may show me sufficient proof that almost everyone believes that daily exercise is a good thing and that leading medical experts overwhelmingly support its health benefits, but that proof may not be enough to get me to do it.
The friend would do well to include in any appeal the principles of consistency and scarcity.

6. Consistency Principle: Human tendency to be consistent with our previous statements. Many times, this tendency pushes us to act.


7. Scarcity Principle: Human tendency to overvalue things that are scarce. E.g./ Limited number of units, discount for limited time...
It levers on our fear of missing out, and it pushes us to act.

The friend could do so by reminding me, for example, of what I’ve said publicly in the past about the importance of my health (consistency) and about the unique enjoyments I would miss if I lost it (scarcity).
That’s the message that would most likely move me from a mere decision to act to steps based on that decision.
Consequently, it’s the message with the best chance to get me up in the morning and off to the gym.
…
It is important to recognize that I am not suggesting these associated principles are the sole options for achieving their respective goals. Rather, I am only suggesting that if they are available for accomplishing an aligned goal, failing to employ them would be a considerable mistake.

Learn more from Robert B. Cialdini at Shortform!

They have a deep study guide of his book Influence…

With a summary for each chapter of the book,
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Expert commentary with clarifications and counterpoints,
A Community to discuss the insights of the book,
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Snapshot of Shortform’s study guide of the book *Influence*, by Robert Cialdini

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