Boost Your Marketing Strategy With 6 Cialdini’s Principles of Persuasion

Boost Your Marketing Strategy With 6 Cialdini’s Principles of Persuasion

In 1984, Dr. Robert B. Cialdini wrote a book Influence: The Psychology of Persuasion. Since then his 6 principles are still widely used by marketers to help their content generate more traffic, leads, and conversions. Check them out, start embracing the science of persuasion and make your content irresistible to your audience.

1. Reciprocation

People feel indebted to those who do something for them. Give something, may it be information, free samples or positive experience, to your audience and they will want to give you something in return.

2. Commitment and Consistency

Human beings are consistent. Once the person has publicly committed to something, they are much more likely to go through and deliver on that commitment. This can be seen, for example, when asking people for their email address to access a freebie.

3. Social Proof

When people are uncertain, they tend to look at what everyone else, especially their peers, are doing. Showing testimonials from satisfied customers to your target audience can make them become customers themselves.

4. Liking

People say ‘yes’ more often to those they know and like. As similarity is one of the key building blocks of liking, show your audience the extent to which your product or service is similar to them.

5. Authority

People, in general, have a tendency to obey figures of authority. Given the incredible influence of authority figures, incorporate testimonials from legitimate, recognized authorities on your blog or website.

6. Scarcity

The less there is of something, the more valuable it is and the more people want it. Make sure you’re emphasizing the potential of a wasted opportunity (don’t miss the chance!) in your messages as well as highlighting your product’s uniqueness to increase the perception of its scarcity.


This article is about:

Alexander Bickov

Alexander Bickov is a digital product designer with over 15 years’ of experience in UX/UI design and digital marketing. Through his work, he aims to connect people and products using strategy, creativity and technology. Alexander has built digital services and products for many different organizations ranging from small startups to large companies. His projects has been featured in the iOS App Store, Wall Street Journal, CNN, Business Insider, Forbes and Big Think. You can find him on Twitter and LinkedIn.

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