Originally published here 15th September 2013

This is a quick rundown of the main points of The Psychology of Persuasion by Robert Cialdini

Reciprocity – We are more likely to be persuaded to do something when it involves repaying an obligation – a waiter/waitress in a restaurant will elicit more tips if he/she gives a mint to customers, especially if it appears to be a spontaneous act of generosity

Scarcity – Point out the benefits – tell them what’s unique about what you are offering – show them what they stand to lose by not taking up the offer

Authority – It’s important to signal to others what makes you a credible, knowledgable authority before you attempt to influence them – get someone to praise you. – the person who praises your can even be related to your business (e.g. receptionist who refers to your expertise) or likely to benefit from praising you.

Consistency – Once one gets someone to make small voluntary, active, and public contribution towards something, it is easier to then get them to do something bigger towards that goal.

Liking – We prefer to say yes to people who are similar to us, who pay us compliments, and who cooperate with us. Do these before negotiating or talking about business.

Consensus – For example – 75% of our guests reuse their towels, please do so as well. / 75% of our customers order again within a month. Please use this code when you reorder…