Robert Cialdini, Regents’ Professor of Psychology and Marketing, Arizona State University, has spent 30 years studying the ways people are influenced. He’s whittled his findings down to six key principles, found in the fifth edition of ‘Influence: Science and Practice’.
1. Reciprocation
- People want to give back to us what we have first given to them
- Direct mail request for contributions – 18% response. Include pocket of personalized labels in envelope, hit rate increases to 36%
- People feel obligated to give back
- We disclose to those who disclose; it’s reciprocal
2. Social Proof
- Testimonials are a form of social proof
- Fear of loss is more motivating than the possibility of gain. If people are honestly told what they stand to lose by failing to follow the suggestions you are offering in addition to what they stand to gain if they do – you get a better response from the threat of loss
3. Commitment and Consistency
- People want to be consistent with what they have already committed to
- What they have said or done or came to believe in the past
4. Authority
- People want to follow the lead of legitimate experts, true authorities in an area
5. Liking
- We prefer to say yes to those we know and like
- Two things that really cause people to like us:
- Similarity – we like people who are like us, especially in values, attitudes and opinions
- We like people who like us and say so by giving us compliments
6. Scarcity
- The less there is of something, the more valuable it is. The more rare and uncommon a thing, the more people want it.
- If your product or service is genuinely unique, be sure to emphasize its unique qualities to increase the perception of its scarcity.