May '24 • 📣 Updates
Book Thoughts: "Influence: The Psychology of Persuasion"
I’ve been catching up on some business reading and recently knocked out "Influence: The Psychology of Persuasion" by Robert Cialdini. To me, reading these types of books often feels more like being reminded of what you see done all the time vs. teaching you brand new concepts you’ve never considered. And that’s actually the reason I like it so much, because it comes from the real world and what I’ve seen work + what I’ve noticed that’s work on me.
Here’s my take on Cialdini’s 5 strategies.
Reciprocity.
- People tend to return favors or feel a sense of indebtedness if given something for free. The best example we’ve all experienced is the free sample (be it Costco or elsewhere) where people tend to spend more if they have taken samples.
- My Takeaway: In order to build strong relationships, we must start by giving. Offer help, share your expertise, or simply show kindness. You’d be surprised how often people are engaged by “Me Monsters” who only want what benefits them. Sometimes a simple gesture at a networking event has made all the difference in building a relationship.
Commitment and Consistency.
- People like to be consistent with what they've previously said/done. If someone commits to something small, they're more likely to commit to something bigger later on.
- My Takeaway: Use funnels. This is why funnels with free/small ticket offers at the start of them work so well. Once the lead has said yes, it becomes harder for them to say no to considering offers in the future. This gives us the chance the prove ongoing value and more easily convert over time.
Social proof.
- When I think social proof, I think 2 things: logos and testimonials
- Logos refers to any talent, brand, or media partnerships that you have which validate your offering. I usually find these just below the hero section on websites showing the logos of the various partners they have.
- Testimonials include written, video, and KPIs. Having public written/video testimonials sends a powerful message to leads from current/past customers.
- My Takeaway: Stack social proof as high as you can, from your relevant audience. It’s cool if a big celebrity shouts you out, but if they have no connection to you then it can come off poorly.
Liking
- Liking is pretty straightforward and we’ve all fallen victim to it. We are more likely to be influenced by people we like, in any capacity. How many of us have taken a recommendation from a friend on a topic they know little to nothing about? It’s not a mystery, it’s because we like them so our brains start in the default ‘yes’ position and then we pay the price for that later.
- My Takeaway: I recognize that by investing time in building genuine connections we not only can influence but be influenced. Sometimes all we can do is be a bit more self-aware and make sure we are cautious when taking or giving advice.
Authority.
- We’ve been conditioned to respect authority figures since we were kids. People with some sort of connection to authority be it status (celebrity, doctor, manager), title (PhD, MBA, Esq.), or dress (suit vs. shorts). Be it right or wrong, it is reality.
- My Takeaway: Get some authority, be it through personal accomplishments or through partners. And remember, sometimes simply showing confidence and sharing valuable knowledge can be enough to establish authority 😊
Scarcity.
- The more limited, the more valuable (generally speaking). People want more of what they can have less of or at least will want to know why there is so little of something left. What did everyone else see that they haven’t.
- My Takeaway: Figure out how to best position your scarcity. For example, “limited-time” offers can drive increased sales. How many furniture stores have you seen with going out of business discounts for years? “Going out of business discounts” makes it seem like the discounted sales won’t last, making us want to swing by.
Unfortunately, they are not just abstract theories but practical tools that are effective and everywhere.
My Takeaway: Learn to identify them, learn to use them, use them for good.
Comment below: What strategy have you used/been a victim to?
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Book Thoughts: "Influence: The Psychology of Persuasion"
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