Persuasion And Influence In A Week: How To Persuade In Seven Simple Steps

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He went undercover, posing as a job applicant, as a used car salesperson trainee, as a fundraiser, as a telemarketing observer, and other fascinating roles. He was also doing research, testing theories, talking to smart people, and digging deep into the psychology of influence. These six principles have formed the basis of conferences, workshops, books, businesses, and billions of dollars in sales. The grounding principle is that people can be influenced, and they will be influenced. You just have to know what creates that influence. People are wired this way. If you give someone a favor, they tend to feel indebted to you.

They want to pay you back somehow. It works on a granular level, and it works on a big scale.

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When people are presented with an idea or appeal that fits their self-image, they are very likely to convert. This phenomenon is called consistency. In a similar vein, people who make commitments tend to follow through with those commitments. They have decided, through consistency, that a certain action coheres with who they believe themselves to be.

Thus, they make commitments — small but definitive actions — that advance this ideal. This is how Cialdini put forth his point on commitment and consistency.

1. Reciprocity

The idea of social proof is already quite common in the online world. You see a group of people looking up into the sky. What are you going to do? They will respect authority figures who have an important message, an effective style, and a platform from which to speak. Whether for good or ill, authority figures wield enormous influence.

They can tell people to kill themselves or kill others. They can tell people to donate to charity and clean up city streets. Influence by authority is an incredible source of power. The people most likely to buy from you are people that like you. If you train children to be salespeople, they should first try selling to friends and family. Because they have established relationships with them.

The friends and family love them, and they will probably make a purchase.

Kid salesperson feels happy, and goes and sells to other people. Likability is a huge form of influence. Successful salespeople are those who are likeable.

They say nice things. They establish likeability in order to get the sale.

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Physical attractiveness plays into this, too. Often, successful salespeople are those who are favored with good looks. Whether or not this bias toward attractiveness is justified, it still has an undeniable impact.

If people think that something is going to run out, they will rush to buy it. That was what Cialdini said. Now, how can we turn what Cialdini said into real actionable stuff that will make money pour into our coffers? To put reciprocity into action, give people something for free.

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In addition, you can create a small commitment that will invite further commitments. Understand exactly who your customer is. Create a persona if that helps. This forms the basis of your messaging and branding. Next, you need to ask for some action. One small action will pave the way to future bigger actions.

Here are some little actions that you can ask for:.

Social proof is a crucial ingredient in online marketing. People will buy, see, do what other people buy, see and do. If you have a well-defined niche, then it is possible to become the authority in that niche. With more content, more presence and more information, you will begin to grow your platform, assert your expertise and gain the recognition and respect of others within that niche. The next logical step is recommending, advising or telling people what to do and how to do it. Online relationships are not completely absent of the chemistry and likability that comes from offline relationships.

You can intentionally put forth the likable image that you want. Cialdini discussed physical attractiveness in his book. Create an attractive web design, a good logo and smart graphics. The scarcity technique is pretty easy to implement online. Here are some ways:. From landing page design, to branding, to social interaction — we have a lot to learn from this brainy psychology professor.

Jeremy writes about conversion optimization, web psychology, and what makes users click in the digital world. He is also a Google Certified trainer and avid online marketer. Our trademarked conversion optimization methodology is based on a structured approach involving statistical analysis, behavioral psychology, and quantitative and qualitative testing. Our tactical assessments and recommended solutions are always customized according to the needs of our client's customers. Prepare to be blown away. If you read this and do what I tell you to, your conversions will increase.

If your conversions increase, you will become wealthier, more famous and better looking.