Young businessman in a blue suit adjusting his tie and feeling good about himself.

Examples Of Authority In Marketing

In the field of advertising the most common use of the persuasion principle of authority is the use of celebrities to endorse products. Even in cases where what the celebrity is famous for has nothing to do with the product being endorsed. Such as Tiger Woods promoting Buick cars.

How Not To Succumb To False Authority

While it is mostly beneficial to take the advice of experts, we should not be misled by fake attempts at the principle of authority. In the case of Tiger Woods, ask yourself if you should really decide to buy a Buick because someone who is good at golf thinks so. If you separate the person from the merchandise, you can make a more informed choice.

Also, be aware of experts who are looking out for their own interests. Here you should try and ask yourself if the authority figure can be trusted. Of if they have falsely assigned this to themselves.

6. Scarcity Principle Of Influence

People place higher value on scarce resources. We are averse to missed opportunities and do our best to avoid losses.

We automatically think that things which are in short supply are highly prized and desirable. Otherwise why have other people used them up? This unconscious bias causes us to want to act quickly in our decision-making before we lose the chance of acquiring the item.

And it is not just the possibility of us losing out that drives this principle of influence, it is also that we place a much higher value on something that is rare. The very reason that gold is so highly valued is due to its low abundance on earth. Gold does not have many actual uses.

Examples Of Scarcity At Work

Psychologists estimate that people suffer twice the amount of pain on losing a sum of money than they experience joy when gaining a similar amount. At work, show people limited supply of what you have to offer. People put more value on dwindling resources.

If you are trying to sell someone on something, let them know how rare or uncommon its features are. Focus more on what people could stand to lose if they do not accept the choice. And less on trying to tout what they might gain.

Two brown Labrador puppies sitting in the grass.

Examples Of Scarcity In Sales And Marketing

Online retailers will routinely remind you of how few items they have left in stock. “Only 5 items remaining,” they will say. Or they tell you that the current discount is a limited-time offer.

Several grocery stores used a somewhat insidious adaptation of the scarcity principle. They placed a sign telling customers that they could only buy a limited number of certain items (limit 5 only). This encourages customers to buy many more than needed as they think that the product is in limited supply. When in fact it isn’t. It was only done to drive people to buy more because if their mental fear of losing out.

How To Prevent The Principle of Scarcity From Getting The Better Of You

When you find yourself feeling pressure to make a decision soon, you should stop to consider if this is for the right reason. Examine if the item or opportunity is really rare or in short supply. What you want to avoid, of course, are artificially induced reasons for scarcity on the part of the persuader.

7th Principle of Persuasion: Unity

The last one, Unity, comes from Cialdini’s more recent book, Pre-Suasion: A Revolutionary Way to Influence and Persuade. It is included here as it completes his list.

Those who are similar to us and who behave like us have a greater chance of getting our assent.

We tend to act more favorably towards people who resemble us. Ethnicity, nationality, and other related commonalities make us see ourselves in the other. There is an overlapping, unitizing effect. It is as if doing something for the other person gives you the same fulfilment as if you did it for yourself.

Influence practitioners who emphasize similarities that we share with them will be the most persuasive to us.

Audience at a music concert with an orange stage in the background.

Using The Unity Principle Of Persuasion In Life

Remind people of any common identity they share with you. A shared location, ethnicity, hobbies, previous company/industry, or a favorite sports team.

Another way to emphasize unity with someone is to act like them. Speak using similar words and phrases. Maintain the same body language and gestures. Synchronize with them, particularly their emotional state.

This shared identity propels them to merge us mentally with their own self. And so they will readily act on our behalf.

You can read our book review on Pre-Suasion here, which is a separate topic in the field of persuasion.

Channeling Attention In Persuasion

In, Pre-Suasion: A Revolutionary Way To Influence And Persuade, Robert Cialdini highlights the importance of channeling influence in the moments just before you make a request. A book review on “Pre-Suasion” can be found here.

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Cover page of Pre-Suasion: A Revolutionary Way To Influence And Persuade by Robert Cialdini

How To Use Cialdini’s 6 Universal Principles of Persuasion For Maximum Impact

Think of a retailer or store sending you a booklet of coupons. They are giving you a discount without you asking for it (reciprocity). You feel you are getting special treatment from them (liking). The coupons will have an expiration date (scarcity, limited time). And all this will push you to contemplate the use of the coupons and invoke yet another principle of persuasion — commitment and consistency.

Marketers don’t use one principle of persuasion at a time. They deploy several weapons of influence on us. And so should you. As long as you do so ethically.

Here is how a master persuader can apply all of the universal principles of persuasion in a highly potent package.

1. Get People To View You Favorably

The first step is to develop a positive association with the people you are trying to influence. You do this by deploying the persuasion principles of reciprocity, liking and unity. This provides initial fondness for you. And thus, a willingness form others to be more receptive to your requests.

2. Address Their Doubts And Develop Credibility

In the second step you need to address things that people are uncertain about. This is done best through the influence principles of social proof and authority. You build up their confidence by pointing to other examples and people who are doing similar things. And establish your trustworthiness, credibility and expertise to reassure them that their choice is backed by overwhelming wisdom.

3. Give Them Reasons To Say Yes To You

The last step is that ultimate push that gets them to take action on what you are persuading on. A final motivator for listening to someone they like and view as credible. The ideal weapons of influence to wield for the finishing touch are the persuasion principles of consistency and scarcity.

Remind them of past statements and commitments they have made. Highlight rare features of your request. And emphasize what they would stand to lose or miss out on if they turned down what you are asking them to do.

Summary Of Cialdini's 6 Principles Of Persuasion

Reciprocity

Give something to the other person first. Make it personalized and meaningful

Commitment

Get agreement on small requests. Obligation to be consistent for future requests

Consensus

If people are aware of others doing the same thing, they are more likely to comply

Liking

Give compliments (genuine and personalized), pace/mimic to win favor

Authority

Establish your credibility first and highlight relevant expertise

Scarcity

Show limited supply of what you offer. People value dwindling resources more

Tag: Principles of persuasion

Cialdini’s 6 Principles Of Persuasion: Weapons Of Influence Explained

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