Over 60 years, researchers have studied what makes people say “Yes” to others. Persuasion is a science, and much of it is surprising.
It would be great if people made judgements using all available facts. Realities vary. We need shortcuts or rules of thumb to make decisions in our increasingly busy life.
Reciprocity
Scarcity
Liking
Authority
Consistency
Social Proof
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6 Principles of Persuasion
Reciprocity
People feel bound to repay favours. The Principle of Reciprocity requires giving first and making your present distinctive and unexpected.
Scarcity
People demand more of what they can have less of. To use scarcity, emphasise your proposal’s uniqueness and what they’ll lose if they don’t consider it.
Authority
People follow reputable, knowledgeable specialists. Before exerting influence, demonstrate your credibility and expertise.
Consistency
People prefer to repeat themselves. Use the consistency principle to influence by obtaining voluntary, active, and public commitments preferably in writing.
Liking
People say yes to those they like. Before you start work, seek for areas of commonality and sincere compliments to use the power of liking.
Social Proof
When hesitant, people often model their behaviour after others. We can influence people by pointing to what many others are doing, especially comparable others.