Dr. Robert Cialdini developed an infographic which displays six scientifically validated principles of persuasion.

As a marketer, I can use these principles to enhance my ability to influence and persuade audiences in an entirely ethical way.  I’m highlighting this infographic so you can possibly do the same.

How To Influence and Persuade Your Customers

Reciprocity

• The obligation to give back what you have received from others. The key to using the principle of reciprocation is to be the first to give and be sure the gift is personalized and unexpected.

Scarcity

• People want more of those things there are less of. It’s not enough to simply tell people about the benefits they’ll gain. You’ll also need to point out what is unique and what they stand to lose.

Authority

• People will follow the lead of credible and knowledgeable experts. It’s important to signal to others what makes you a credible, knowledgeable authority before you make your attempt at influencing them.

Consistency

• Activated by looking for and asking for small initial commitments that can be made. When seeking to influence using the consistency principle, the influencer looks for voluntary, active and public commitments and gets those in writing.

Liking

• People prefer to say yes to those they like. But what causes a person to like another? To harness this powerful principle of liking, look for areas of similarity that you share with others and genuine compliments you can give before you start business.

Consensus

• People will look to the actions of others to determine their own. Science is telling us that rather than relying on our ability to persuade others, we can point to what others are already doing, especially many similar others.

Infographic