Influence by Robert B. Cialdini, Ph. D.

Readers,

For those seeking to create and sustain practical change... Applied influence is a must. Scientific evidence now exists on how, when, and why people say yes. That's really what we're seeking, right? We want more yeses in our lives.

Cialdini's six universal principles of influence...

1) Reciprocation:. Give before you ask to receive.

People are more compliant with requests from those who have given something, anything, even the gesture of a gift. For example, American Disabled Veterans organization, mailed out a donations request to its list with an 18% success rate; and, when they split tested with "personalized" address stickers--they nearly doubled their success rate to 35%

2) Commitment/Consistency:. Get them to state their behavior.

Are you the type of person who likes to own the best books on effectiveness? If you say yes to me and then 5 minutes later I ask you to buy Cialdini's book, you are more likely to say yes then if I just tried to sell you his book without asking about what you are like.

3) Authority:. Tell people what to do.

You should buy Cialdini's books at the links below. To watch how I elicit an audience to tell me I'm "damn amazing" please click here to watch.

4) Social Validation:. Tell people "everybody else else isdoing it".

Especially when everybody else includes authority figures, or members of their tribe. For example, door to door collecting for charities while carrying a list of neighbors who had contributed, ==> The longer the list, the higher the incidence of contribution.

5) Scarcity:. Tell them supplies are running out.

Bad weather conditions in Australia, reported to create a shortage of Australian beef, actually doubled the regular demand. People want what they can't have. And, many like to brag they have what is difficult to get.

6) Liking/Friendship:. Be friendly.

People prefer to buy from those they know, like and trust.

Robert B. Cialdini professes Psychology at Arizona State University. His books have been published in at least twelve languages.


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