The 6 Principles of Persuasion moving of business |Marketing and Sales

The 6 Principles of Persuasion moving of business |Marketing and Sales |
The 6 Principles of Persuasion moving of business |Marketing and Sales |

We are human beings and, by our very nature, are very susceptible to persuasion. We have always been aware that there are people who are able to change any opinions or sell any product, the question is: Why? Is your personality? What makes them have that capability?


In essence, use a series of guidelines to persuade that they can be used by anyone. Robert Cialdini explains them in his book “Influence: Science and Practice” and in this post, I explain them to the fixtures in your marketing efforts, sales or in your personal life:


Influence: Science and Practice (5th Edition)
Robert B. Cialdini


Principle # 1: Reciprocity


If you send someone a birthday, it is more likely that soon receive a gift from that person. The same happens when you hold a door and in return receive a “thank you” or invite a friend for coffee and then invites you in the future. In all these cases, as indicated Cialdini, what is working it is reciprocity.

It is a powerful rule modifies human behavior and that forces us to give something back by the sense of obligation that is generated in us. Humans are programmed to help those who have previously helped us. Regardless of the culture without being taught.

A classic example:

To get the most out of this principle in business you have to get customize, give something unexpected and memorable. For example, when we received 300 greetings from all suppliers and customers rarely we remember any. In addition, if entirely predictable, most are sent to hundreds of people and rarely one remembers who sent it.

Notice the difference when a personalized greeting a week before the birthday person is sent. Viola! It is unexpected, personalized and 100%, almost certainly, that person will remember. With these kinds of details you can modify human behavior and generate an unconscious obligation on that person.

In short, to change the behavior of the other person and create reciprocity, look how to give something that is personalized, memorable and unexpected.

Applying reciprocity in online marketing:

  • It offers free information and analysis, but instead requests permission to send an email.
  • Write a positive post about a person or business that is relevant to you, and in return asks that person or business that broadcast the message.
  • Write to the owner of a web on a problem you have on your site and offer to fix it. In return, you will receive an email secure their part to help bring what you need.
  • Provides good answers to questions posted on online forums and, in the end, asks for your blog or site visit if readers believe that the content you provide is good quality.
  • Share unique content on your blog and ask your readers to subscribe to stay abreast of everything.


Principle # 2: Commitment and consistency

As humans we have a deep desire and need to be consistent in our behavior towards our beliefs and commitments . Cialdini’s book perfectly illustrates the principle in this example:

  • On a beach in New York the following simulation to verify this principle was developed and, in a first stage, purposely he left a radio on a towel and asked a “false thief” and that will take you very blatantly. The purpose here was to establish how many people would be able to stop the theft risk. Only 4 of 20 people did.
  • Then, a small change to the experiment was conducted and the results changed dramatically; in the second stage and before the “theft”, the person who owns radio bathers asked around who will watch your things while returning. In that case, the bathers, who were now under the effect of the principle of commitment and consistency, took an active position monitoring. The result is that 19 of 20 people actively tried to stop the theft !! “
  • Of course, commitment and consistency must be preceded by an initial response action or promise, and his power greatly increases if the agreement is given in writing. For example, if by email we say “Last week we said that XYZ wanted, well, what is happening here!”

Business man pledgingOnce a commitment has been accepted, the individual modifies its behavior to match that commitment and be consistent. If the commitment is public, active (open), without external pressures and requires effort, you have even more force .

In a sale, know what are the commitments of the person who will decide on the client is extremely important to align the proposal.For example, if you value quality, performance or price, that must be the sales pitch to persuade on the principle of commitment and consistency. Applying the commitment and consistency in online marketing 

  • Ask your online visitors with its habits and preferences, and then focused marketing messages based on the answers you have given.
  • Ask your users or fans who undertake to perform a certain action if a particular event occurs. For example, if you are a startup and you’re competing for a prize, ask your followers to commit to pass the news if you win. Then, when you have won it reminds those who committed which is the action to follow.
  • Use landing pages that ask users to be defined in a certain way and, based on that information, indicating how your product or service is perfect for people with these characteristics.

Principle # 3 Social Approval

Human beings are tremendously influenced by the actions of others. The influence of those around us is powerful and can be used to change behavior, especially if the individual is identified, somehow, with the view of others.

The reason is that we use what most believe to know what is right . On the occasions where there is uncertainty or do not have all the knowledge to decide, the opinion of others is invaluable for decision making.

Of course, social approval is more powerful when the numbers increase and when those doing the action are more relevant to the target. For example, if we sell video games for adolescents, must not show evidence of parents who love the game, but the testimony of other teenagers. is an example of how to create online trust through social approval:

Applying social approval in Marketing online

  • Services like Facebook tracking that lets you see which friends have visited the page you’ve visited have a major influence power.
  • Testimony landing pages that are related to the target and have proper name and instead generate the power of social approval.
  • Report x number of people in a certain city or country are using your product or service and have trusted.


Rule # 4 Empathy

We have heard hundreds of times “do business with people we know, like and trust us.” Well, it happens that science can explain in part why this happens. Research confirms that about things like physical attractiveness (we like people of good looks), the familiarity (we trust people we know), similarity (we have sympathy for people like us) and compliments (we like people who say good things about us), are all factors associated with empathy.

As consumers, it is difficult to detach ourselves from that empathy has on us. When someone we love, respect and trust recommends us as a book, or a service or a restaurant, it’s likely that you pay attention and even follow his recommendation Applying empathy in Online Marketing

  • Start a blog and a twitter account and share your thoughts in a friendly and personalized.
  • Use the power of fame within your microcosm and, for example, if you manage someone with good empathy respected and speak well of you, your company, product or service, it is more likely that people appreciate having a first signal to move this appreciation to you.
  • Join conversations on the web (forums, FB, Twitter) in a positive way and allows you to connect in a good way with members of the community.
  • Keep connecting with community leaders and organizers to help spread the effect of empathy in order that the community pursues.


Principle # 5 Principle of Authority

The principle of authority explains how humans want to follow the advice and direction of those who are perceived as experts . It is important to note that the influence on the target is only given when it believes in authenticity and power that holds authority.

Of course, the greater the relationship with the authority figure, the more powerful the impact and obviously not all authorities have influence on everyone. That depends on the context.

Applying the principle of authority in online marketing

  • Looking for an individual or organization respected in your niche endorse your product, service or company. Let this guarantee is visible when looking for your visitor perform the action you want.
  • Displays information about your product or service recognized credentials containing your target.


Rule # 6: Principle of scarcity

As Cialdini suggests, the feeling of being in competition for scarce resources has amazing motivational powers. Therefore, some people feel their love towards their partner increases when they see that your partner can have new fans, which requires more effort on your part to keep her.

Another example can be seen in the sale of real estate. If the seller has indicated that other (s) potential buyers also interested in buying, generates potential buyers need to be defined early and buy as soon as possible if you are interested in the well.

Have you noticed that whenever you are about to book a ticket only has less than 5 seats available at that rate? The airlines are well aware of this principle.

In the end, this principle is the perfect translation fear of losing It is stronger than the desire to win . Of course, the principle of scarcity is most powerful when it is clear that the resource is finite (seats on a flight at a given time x day, for example) and when bound to the principle of immediacy , as the case auctions. Scarce goods that are sold in a very short period of time.

Leveraging the shortage on the web:

  • Time offers and / limited quantity.
  • Join messaging products with limited quantity “last three pairs of these shoes” (retail) or “last two seats at this price” (airlines).
  • X exclusive promotion for visitors to perform an action. Most likely you get many more.
  • Displays the number of people watching definite article: “8 people looking this page in this moment.” If the stock is less than 8, the feeling of scarcity will be immediate.



You see, there are principles that we see in our daily lives, but they used to our advantage that can make an important competitive advantage for our company. I encourage you to share other examples and tell us how you make use of “weapons of persuasion” in your marketing and sales efforts. What other examples you use in your company?





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