How to influence people
An American psychologist, Dr Robert Cialdini, has devoted much of his
career to one of the most basic and at the same time biggest questions
within communication: when do people say yes? Or more explicitly: can
we make them say yes?
Cialdini identified six universal principles that explain how you can
persuade someone to accept your suggestion:
- Reciprocity: this is basically the old biblical principle: Do unto others
as you would have them do unto you. Put into action: if you want to get
something, give something. The right order is important: offer
something first. Then ask for what you want.- Authority: we tend to follow the advice of experts. We have more trust
in a doctor who is wearing a white coat and displaying diplomas on the
wall. Put into action: in your area of expertise, find out what the ‘white
coat’ is.- Consistency: we look up to people who are consistent in their words
and behaviours. Put into action: stick to one message. Don’t follow
every trend. Be the consistent one, people will remember you for that.- Consensus: we are herd people. We do what others do. This is called
‘social proof’. Put into action: if you want someone to do something,
show others doing it (‘People who bought this book also bought ...’).- Scarcity: we all want that which is rare and we are all afraid to lose
what we have. Put into action: it might not be enough to talk about the
benefits of your offer; you also need to point at what people will lose if
they fail to act. This also holds true if people face change: they are
usually scared of what they might lose. Therefore it’s good to tell them
what they will lose if they fail to move.- Liking: this is the most universal principle: people prefer to say yes to
people they like. But who do we like? According to Cialdini there are
three factors: we like people who are similar to us; we like people who