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Persuasion

Robert Cialdini is world-renowned by his book “Influence: The Psychology of Persuasion” (1984), which I continue to re-read. In this book, Cialdini exposes his 6 principles of persuasion or influence.

1. The Principe of Reciprocity – this borders on The Golden Rule where you get back what you lay down. Honesty begets honesty. Rudeness returns rudeness. Intimacy allows intimacy.

2. The Principle of Scarcity  – The heart wants what the heart wants especially if it shouldn’t/couldn’t wouldn’t have it. It explains “on sale, today only”, “by invitation only” “One hour left”

3. The Principle of Authority – in the west we associate knowledge with hierarchy.  Celebrities are big influencers when they talk about political ideas or products, even if they are not experts on the topics they talk about.

4. The Principle of Commitment and Consistency – We continue to do those things that we did before, even if we didn’t rally ruminate on the action in the first place. We agree with things that we have public ally supported. We are interested in those things that confirm our biases.

5. The Principle of Social Proof – for most people in Europe and North America, we tend to accept or embrace the majority position of our tribe. We are more like those around us than people who we disagree with.

6. The Principle of Liking – Our discernment is reduced when faced with a person, idea or business that is surrounded by the aura of someone who has characteristics that we already appreciate.(Think -Koolaid, Google, pretty endorsers)

Make Today Remarkable, by exercising some persuasion,

B

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