Harnessing the Science of Persuasion by Robert B. Cialdini

What are the 6 persuasion principles?

1. Liking 2. Reciprocity 3. Social Proof 4. Consistency 5. Authority 6. Scarcity

Authority

Don't assume your expertise is self-evident Principle: People defer to experts who provide shortcuts to decisions requiring specialized information Example: A single New York Times expert-opinion news story aired on TV generates a 4% shift in US public opinion Business Application: Establish your expertise before doing business with new colleagues or partners; in conversations before an important meeting, describe how you solved a problem similar to the one on the agenda

Reciprocity

Give what you want to receive Principle: People repay in kind Example: When the disabled American Veterans enclosed free personalized address labels in donation-request envelopes, response rates doubled Business Application: Lend a staff member to a colleague who needs help; you'll get his help later

Consistency

Make others' commitments active, public, and voluntary Principle: People fulfill written, public, and voluntary commitments Example: 92% of residents of an apartment complex who signed a petition supporting a new recreation center laster donated to the cause Business Application: If you supervise and employee who should submit reports on time, get that understanding in writing (a memo); make the commitment public (note colleagues' agreement with the memo); and link the commitment to the employee's values (the impact of timely reports on team spirit)

Liking

To influence people, win friends Principle: People like those who like them, who like them Example: At Tupperware parties guests fondness for their host influences purchase decisions twice as much as regard for the products. Business Application: Similarity: Create early bonds with new peers, bosses, and direct report by informally discovering common interests-- you'll establish goodwill and trustworthiness

Scarcity

Use exclusive information to persuade Principle: People value what's scarce Example: Wholesale beef buyers' orders jumped 600% when they alone received information on possible beef shortage Business Application: Influence and rivet key players' attention by saying, for example, "...Just got this information today. It won't be distributed until next week."

Social Proof

Use peer power Principle: People who follow the lead of similar others Example: More New York City residents tried returning a lost wallet after learning that other New Yorkers had tried Business Application: Use peer power to influence horizontally, not vertically; ask an esteemed "old timer" to support your new initiative if other veterans resist