Six Principles of Persuasion: Liking

Part 4 of a 6-part series

You're feeling the power of liking when you accept the affable rep's suggestion to rent a Mercedes, even though you'd be happy with a Hyundai.

Robert Cialdini claims three factors affect likability: 

• A person's physical attractiveness;
• Her similarity to ourselves; and 
• Her readiness to compliment us.

The more these factors are in force, the more likable the individual.

Liking explains why the handsome account exec enjoys a bigger income than his homely colleague; why the insurance agent is so quick to tell you he shares your passion for mountain biking; and why the Realtor says you have beautiful children.

Want to persuade someone? Preen. Relate. Flatter.

Six Principles of Persuasion: Social Proof

Part 3 of a 6-part series

You're feeling the power of social proof when you order the same appetizer as everyone else at the table, even though you've never eaten a ridge gourd.

Robert Cialdini says social proof equips us with a "wonderful kind of automatic-pilot device" that spares us mistakes—but also leaves us vulnerable to marketers.

Social proof explains why baristas salt the tip jar; why publishers splash "best-seller" across book covers; and why manias for products like mortgage derivatives and Cabbage Patch Dolls occur.

Want to persuade someone? Tout the number of customers you have or all the great reviews you've gotten.

Six Principles of Persuasion: Consistency and Commitment

Part 2 of a 6-part series

You planned to buy a dress, not a purse. But you bought a purse because the salesperson said, "You really need a purse that matches your new dress."

You're feeling the power of consistency when you go along with a suggestion automatically. 

Robert Cialdini calls consistency a "shield against thought" that protects us from "unpleasant realizations" (such as the fact that you can hardly afford the new dress).

We prize consistency because we think inconsistency is a character flaw. But that belief can work against our interests.

Consistency kicks in after commitment.

You feel the power of commitment whenever you accept a suggestion to extend your involvement after saying "yes" to a simple request.

• You agree to take your utility company's phone survey, then agree to switch to a more expensive monthly plan. 
• You agree to sign a petition, then agree to donate to the cause. 
• You agree to attend a free seminar, then buy an annuity.

Commitment rules us because it affects self-image. We want to be smart consumers, good citizens, shrewd investors. But that belief can also work against our interests.

Consistency and commitment explain why contests generate new customers; why "lowball" pricing produces profits; and why cross-selling is part of every salesperson's skill-set.

Want to persuade someone? Ask him to perform an easy deed.

6 Principles of Persuasion: Reciprocation

Part 1 of a 6-part series

Robert Cialdini's best-selling textbook Influence is nearly four decades old, but its teachings are as fresh anything you'd find at the latest TED.

You're feeling the power of reciprocation whenever you feel the urge to donate in response to a "lumpy mailer" from a nonprofit (one of those direct mail pieces that includes a pen, a package of seeds, or a pad of address labels).

Reciprocation—a sense of duty to repay favors in kind—rules human behavior and sets us apart from other animals.

Reciprocation explains why free samples spur purchasing; why international relief efforts promote alliances; and why concessions make negotiation possible.

Want to persuade someone? Do him a favor.

The Lobbyist's Secret Weapon

Today's guest post was contributed by Edward Segal, CAE. He is CEO of the Marin Association of Realtors.

Of course, my association has used lobbying techniques to sway lawmakers (meeting with them, testifying at hearings, sending them position papers, and asking members to call their offices).

But when these tactics failed, we brought out our secret weapon: PR. 

Working like a powerful spotlight, PR helps you stand out from the crowd and focuses attention on your position. To use PR as a lobbying tool for your organization:

Turn advocacy into news. Position your lobbying activities as interesting and newsworthy.

Flex your muscle. In your news releases and other press materials, include boilerplate language about the size and scope of your organization, details about the economic impact of members, or other information that shows the influence of the association.  

Study the media. Pay attention to the stories covered by news organizations. The types of news they cover today provide powerful clues about the stories they may be interested in doing tomorrow.

Think like an editor. Identify as many news hooks and story angles about your lobbying campaigns as possible. Give the media as many reasons as you can to do stories about your advocacy activities.

Write like a journalist. Prepare news releases as the news stories you want them to be.

Keep your audience in mind. Provide your target audience with the information it needs to understand the reasons for your lobbying efforts, what you are trying to accomplish, and what the public can or should do to help ensure victory.

Create visuals. Excellent visuals and compelling stories are important to all news mediums. For example, a photo, chart or graph will literally make your story larger on a Website or newspaper page; good pictures can help attract the attention of online news outlets and television stations.

Be prepared. Make sure those who will talk to the press are properly trained, with special emphasis on answering pointed or negative questions from reporters.