The 6 Secrets from the Science of Persuasion

There are 6 Universal Validated Principles of Influence for Persuasion that provide for small, practical and often costless changes that can lead to big differences in your ability to influence and persuade others in an entirely ethical way. They are:

  1. Reciprocity
  2. Scarcity
  3. Authority
  4. Consistency
  5. Liking
  6. Consensus

Understanding these shortcuts and employing them in an ethical manner can significantly increase the chances that someone will be persuaded by your request.

  1. Reciprocity is an obligation to GIVE when you RECEIVE. The key to success here is to be the first to give and give what is personalized and unexpected (how it is given is most important not what is given).
  2. Scarcity is simply people want MORE of those things there are LESS of. When things are made scarce, people want them more. And in this scenario it is not only important to tell people about the BENEFITS they will gain if they choose your products or services but you also need to point out what is it UNIQUE about your proposition and what they stand to LOSE if they fail to consider your proposal.
  3. Authority is the idea that people follow the lead of CREDIBLE, KNOWLEDGEABLE, EXPERTS. What the science is telling us is that it is important to signal to others what makes you knowledgeable credible authority before you make your influence attempt.
  4. Consistency principle tells us that people like to be consistent with the things they have previously said or done. Consistency is activated by looking for and asking for small initial COMMITMENTS THAT CAN BE MADE. So when seeking to invoke the consistency principle, a detective of influence looks for VOLUNTARY ACTIVE & PUBLIC COMMITMENTS and ideally gets those commitments in writing.
  5. Principle of Liking tells us that people prefer to say ‘yes’ to those that they would like. But what causes one person to like another? Persuasion science tells us that there are 3 IMPORTANT FACTORS. 1 – We like people who are SIMILAR to us. 2 – We like people who pay us COMPLIMENTS. 3 – We like people who COOPERATE with us towards mutual goals. To harness these powerful principles for liking, look for similarities that you would share with others. And try to give GENUINE COMPLIMENTS before you get down to business.
  6. The final principle is Consensus. As per this, people will look to the ACTIONS of OTHERS to determine their OWN.

Persuasion is an art. Think before you may employ these principles of persuasion in relevant contexts and make the game plan. You will surely meet success.

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