Influence: The Psychology of Persuasion

Implementation Notes

• Reciprocity principle: People tend to return favors. To use this principle, start by providing something valuable, even if it's a small service or gift. This creates a sense of obligation and increases the likelihood of reciprocation.
• Commitment and consistency principle: People strive to be consistent in their actions and beliefs. To use this principle, secure a small commitment from someone and then gradually increase it. This can be expressed in the form of a subscription, participation in a survey, or a small purchase.
• Social proof principle: People tend to follow the actions of others. To use this principle, showcase examples of how others have already accepted your offer or used your product. Reviews, ratings, and recommendations play a key role here.
• Liking principle: People are more likely to agree with those they like. To use this principle, try to be friendly, find common interests, and show genuine interest in the person. Appearance and manners also matter.
• Authority principle: People tend to trust experts and authoritative figures. To use this principle, highlight your competence, experience, and professional achievements. Use titles, uniforms, or other symbols of status.
• Scarcity principle: People value what is rare or limited. To use this principle, create a sense of scarcity or limited availability. This could be a limited quantity of a product, a limited-time offer, or unique product features.