Techniques of persuasion
To illustrate these universal goals, let’s have a look at six common techniques of influence that you’ll have come across either explicitly or implicitly (from Cialdini, 2001):
1. Liking: It’s much easier to influence someone who likes you. Successful influencers try to flatter and uncover similarities in order to build attraction.
2. Social proof. People like to follow one another, so influencers imply the herd is moving the same way.
3. Consistency. Most people prefer to keep their word. If people make a commitment, particularly if it’s out loud or in writing, they are much more likely to keep it. Influencers should try to gain verbal or written commitments.
4. Scarcity. Even when companies have warehouses full of a product, they still advertise using time-limited offers that emphasise scarcity. People want what they can’t have, or at least what might be running short.
5. Authority. People are strongly influenced by experts. Successful influencers flaunt their knowledge to establish their expertise.
6. Reciprocity. Give something to get something. When people feel indebted to you they are more likely to agree to what you want. This feeling could arise from something as simple as a compliment.
There are many more, but these six are often quoted, especially in business circles.
