“Influence” by Robert Cialdini | 6 PRINCIPLES OF INFLUENCE
“Influence” by Robert Cialdini
If we want to increase productive conversions and grow our business, we have to understand how our audience makes decisions, what influences them, what their real intent is, and their desired outcomes. Scientists and psychologists have been researching the art of influence and persuasion for decades. One of the most famous researchers in this area is Dr. Robert Cialdini. “Influence” by Robert Cialdini is the classic book on how to persuade someone without them even noticing.
6 PRINCIPLES OF INFLUENCE
Book Summary “Influence” by Robert Cialdini
Influence describes the six categories of techniques that have the potential to influence us without our conscious awareness. It also shows how to defend against certain communication techniques, or how to use them yourself to achieve the desired outcome in negotiations.
Reciprocity – People tend to return a favor. Thus, the pervasiveness of free samples in marketing.
Social Proof – People will do things that they see other people are doing. This principle is why you see many company logos on landing pages. When consumers see them, they think, “if these brands use this product or trust this company—I should too.
Scarcity – Perceived scarcity will generate demand. For example, saying offers are available for a “limited time only” encourages sales.
Liking – People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware–people were more likely to buy if they liked the person selling it to them. Some of the many biases favoring more attractive people are discussed.
Authority – People will tend to obey authority figures, even if they are asked to perform objectionable acts. This principle is all about our tendency to believe and feel more comfortable with authoritative figures.
Commitment and Consistency – If people agree to make a commitment toward a goal or idea, they are more likely to honor that commitment. However, if the incentive or motivation is removed after they have already agreed, they will continue to honor the agreement. For example, in car sales, suddenly raising the price at the last moment works because the buyer has already decided to buy.
“Influence” by Robert Cialdini is certainly one of the most well-known and effective books on the topic of persuasion. It’s a great place to start because it’s both foundational, simple, and dense. Persuasion is defined here at its most fundamental – Changing someone’s beliefs, feelings, or thoughts through intentional outside action. The research and its results presented in this book are absolutely spot on. A good, fast-paced, easy to understand dive into the psychology of marketing, influence and person-to-person impacts.
Quotes : “Influence” by Robert Cialdini
“We all fool ourselves from time to time in order to keep our thoughts and beliefs consistent with what we have already done or decided.”
“The way to love anything is to realize that it might be lost.”
“Embarrassment is a villain to be crushed.”
“Often we don’t realize that our attitude toward something has been influenced by the number of times we have been exposed to it in the past.”
“There is a natural human tendency to dislike a person who brings us unpleasant information, even when that person did not cause the bad news. The simple association with it is enough to stimulate our dislike.”
“People seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value.”
Buy it here : Influence : The Psychology of Persuasion ( https://amzn.to/36EC3u0 )
Read also : “Freedom from the Known” by Jiddu Krishnamurti (https://thebrightdelights.com/freedom-from-the-known-by-jiddu-krishnamurti/ )