6 rules of psychological persuasion by Robert Cialdini

For over sixty years, researchers have been exploring the premises that lead us to agree to someone's request. There is no doubt that science is at the heart of the techniques and ways of persuading people. And in many ways this science is surprising.

1. The first universal rule of persuasion is reciprocity

People feel obligated to reciprocate the attention or service that they have received in the past. If a friend invited you to a party, you will be obliged to invite him to your place. When a colleague has done you a favor, you should, on occasion, repay him with the same. Also in the case of social obligations, people are more likely to say "Yes" to those to whom they owe something.

Therefore, the key to applying the reciprocity rule is to be the first to provide a service and to be pleasant and spontaneous.

2. The second universal principle of persuasion is based on rarity

In other words, people are most eager to acquire those things that are difficult to get. When in 2003 British Airways announced the cancellation of the second Concorde flight in a day on the London-New York route, due to economic inexpediency, the next day there was a surge in ticket sales. Note that there were no changes with the flight itself - the plane did not fly faster, the quality of service did not improve, and the cost of tickets did not go down. It's just that the likelihood of using the service has dropped dramatically. And as a result, demand has increased. Therefore, the technique of applying the principle of "scarcity" for persuasion is absolutely clear.

It is not enough just to educate people about the benefits they will receive by choosing your product or service. It is also necessary to emphasize the unique possibilities of your proposal. Tell people what they are losing if they are not used.

3. The third rule of persuasion is based on authority

The point is that people are more willing to listen to the opinions of trusted experts. For example, physical therapists can convince more patients to do the recommended exercises by hanging their medical degrees and certificates on the walls of the office. Among other things, in the parking lot, you are more likely to move your car at the request of a stranger if he is wearing a uniform, but not regular clothes.

It is important here to make it clear to people that your knowledge and experience is trustworthy before accepting an attempt at persuasion. Naturally, this is not always easy to arrange. You will not walk around potential buyers and praise yourself. However, you can certainly arrange for someone else to do this for you.

4. The next principle of persuasion is the sequence

People like to be constant, both in their words and in their deeds. To achieve consistency in behavior, you need to come up with the first little thing and invite people to do it.

In one famous experiment, an unexpected result was obtained. Few residents of one residential area have agreed to place a nondescript wooden sign on the lawn in front of their house to support the company for road safety. And in another such area, almost four times as many homeowners agreed to put up the same sign. Why? Because ten days ago, they put a small postcard on the windowsill in support of the same company. This card was that small first step that had a fourfold effect on the second, a more difficult sequential action. Therefore, intending to play on consistency in behavior, masters of persuasion try to lead people to voluntary, active public action. Ideally, getting it fixed on paper.

5. The fifth method of persuasion is based on sympathy

People are more willing to say "Yes" to those they like. But what is the reason why one person likes another? Persuasion theory says there are three main factors:

-We like people like us;

-We love those who praise us;

-We sympathize with people with whom we do one common thing.

6. The last principle of persuasion is consent

A person is more likely to be guided by the actions and behavior of other people when he himself is indecisive. You may have noticed that it is common in hotels to put cards in their bathrooms to encourage guests to reuse bed linens and towels. Most often, the attention of guests is drawn to the fact that this contributes to the protection of the environment. This technique of persuasion turns out to be very effective - its effectiveness is 35%. But maybe there are more effective ways?

As it turns out, about 75% of hotel guests reuse their towels for at least four days at one time or another. What if we use the consent rule and just write about it on our card: “75% of hotel guests reuse their towels. Please follow their example. " As a result, refusal to change linen will increase by 26%.

This method of psychological persuasion says that instead of relying on your own abilities for persuasion, you can focus on how the majority behaves. Especially such a majority, to which everyone can easily attribute himself.