Persuasion.

Art + Science.

ABOUTHarvard Business Review lists Dr. Robert Cialdini’s research in “Breakthrough Ideas for Today’s Business Agenda.” New York Times, Wall Street Journal, and USA Today Best-Selling author.

Fortune Magazine lists Influence in their “75 Smartest Business Books.”

CEO Read lists Influence in their “100 Best Business Books of All Time.”Robert Cialdini

This E-Book is Your Cheatsheet

for INFLUENCE

ABOUT ME I use persuasive rhetoric and customized images to tell your business’ story and attract your target customers.

Persuasion is My Vocation

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Now, the Elements of

INFLUENCE

RECIPROCITY

The social rule that we should try to repay what another has provided for us.

RECIPROCITY

Our ancestors shared food and skills in an honored network of divided labor and obligation. Because of this, today there is still a general distaste for those who take and make no effort to give in return.

RECIPROCITY

For Sales & Marketing:• Give away free samples• Provide value before asking for the sale• Provide a free trial version

RECIPROCITY

COMMITMENT & CONSISTENCY

The need to keep thoughts and beliefs consistent with what we have already done or decided. The more effort put into the commitment, the stronger the follow-through.

COMMITMENT & CONSISTENCY

People don’t trust those whose words, beliefs, and deeds don’t match. As a result, people worry about seeming indecisive, confused, two-faced or crazy if they don’t behave in a consistent manner.

COMMITMENT & CONSISTENCY

For Sales & Marketing:

Begin with low-risk, low-effort ways for prospects to commit over time before asking for the big sale.

COMMITMENT & CONSISTENCY

For Sales & Marketing:

Provide opportunities for the prospect to see themselves as the type of person who uses your products or services.

COMMITMENT & CONSISTENCY

For Sales & Marketing:

Get written commitments, especially on a public platform.

COMMITMENT & CONSISTENCY

SOCIAL PROOF

We use others’ behaviors and beliefs to help us determine what is correct and good. The more people that are taking an action or that hold a belief, the more we believe that action or belief to be correct. Especially powerful when we view the group members as similar to ourselves, and there is an element of uncertainty.

SOCIAL PROOF

Social Proof is a shortcut to making an informed decision. Generally, the way most people do something is the correct way. It is also a form of social security, in that going with the masses tends to be more safe, as we have learned to depend on society to keep us alive and well.

SOCIAL PROOF

SOCIAL PROOF

For Sales & Marketing:

Encourage positive reviews.

For Sales & Marketing:

Encourage user-generated content development, especially by those who resemble your high value markets.

SOCIAL PROOF

For Sales & Marketing:

Depict users similar to your target markets and positively connect the product experience.

SOCIAL PROOF

LIKING

We prefer to say yes to requests of people we know and like. The stronger the social bond, the more likely the preference for what you are selling. Likeability is generated by physical attractiveness, being similar to the target, authentic compliments, familiarity, and cooperation towards a common goal.

LIKING

People like people who make them feel good about themselves. Feeling good can be generated by positive attention, positive reinforcement, and an increased sense of accomplishment.

LIKING

For Sales & Marketing:• Create a referral program• Create an influencer marketing plan• Gamify experiences with frequent rewards and/or opportunities to compete

LIKING

AUTHORITY

Humans have extreme willingness to follow the command of an authority. Legitimate authority encourages people not to think, and to instead react. Titles, clothes, and other signifiers of status are used as signals to inspire action.

AUTHORITY

Social organization requires trusted authorities in order to develop stable complex systems. Without social control and adherence to rules, institutions and organizations cannot operate or expand. People rely on authorities to keep things running.

AUTHORITY

For Sales & Marketing:

• Target influencers in highly regarded authority positions• Develop a reputation for leadership in your niche• Make credentials and achievements obvious in your sales and marketing collateral

SCARCITY

If something is rare, or becoming rare, it is more valuable. Intensity of desire grows as acquisition becomes more difficult.

SCARCITY

SCARCITY

It works because of loss aversion: People are more motivated by the thought of losing something than by the thought of gaining something.

For Sales & Marketing:• Begin with abundance, then drop to scarcity• Emphasize high demand for limited access• Position as luxury, rare, one-of-a-kind, banned, or exclusive

SCARCITY

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