Cialdini's Six Laws of Persuasion

Here are Cialdini’s Six Laws of Persuasion:

 

Law of Reciprocity

Human beings, in general, try to repay in kind what another person has provided to them. If someone gives

you something you want (or perhaps didn’t “realize” you wanted), then you will wish to reciprocate because

you now feel obligated. Examples of this Law include the address labels you receive in the mail from various

non-profits requesting charitable contributions. Even though they are a minor, unsolicited “gift,”sending them

has increased contributions for non-profits many-fold, because people feel compelled to “return the favor.”

Giving free samples to potential customers is another way in which this Law is used by successful salespeople.

 

Law of Commitment and Consistency

People like to be (or at least appear to be) consistent in their thoughts, feelings, and actions. Once they have

made a stand, they tend to stick to it and behave in ways that justify their earlier decisions, even if they are

erroneous. If you make a commitment to a cause or product, however small, it then becomes easier to be convinced

to increase it. This is especially true if the commitment changes your view of yourself in a favorable

way. This is why salespersons attempt to get customers to agree with them multiple times. After saying “yes”

so often, it is almost impossible to say “no” when it comes time for the close or direct request for the sale.

 

Law of Liking

When you like someone, or believe that they are “just like you,” you are more inclined to want to please them

and, therefore, purchase whatever they are selling. This is how successful salespeople operate; they establish

rapport by demonstrating how similar they are to their potential buyers. For example, they note that they are

from a comparable background as you, or even better, they are people you know—your friends. As for those

in-home sales parties, the kicker comes when your neighbors provide the testimonials for the product. You

don’t want to disappoint them by not purchasing, do you?

 

Law of Scarcity

If you are not sure you want to buy something, the minute it becomes “the last one available” you tend to

have second thoughts. After all, this must indicate that others are purchasing it, and you might not be able to

get another one quickly, or at all, if you decide you want it later. So you take the bait to buy a popular item

that others won’t be able to get. At least that’s what you think.

 

Law of Authority

This is the law that uses celebrity endorsements or “expert” testimonials. When people you admire promote a

product or service, if it’s good enough for them, then it’s good enough for you. And if you use it, then you

might even develop similar characteristics to your heroes, such as good looks, wealth, or fame. That’s what the

advertisers are counting on.

Copyright ©2006 Global Knowledge Training LLC. All rights reserved. Page 3

 

Law of Social Proof

Why have TV sitcoms used canned laugh tracks for years? Producers wouldn’t employ them unless they actually

are successful in eliciting audience laughter and, subsequently, higher ratings. Part of the reason you laugh

along anyway in spite of your annoyance lies in how you decide what is socially “correct” behavior. If you

don’t know exactly what to do, you rely on others around you (or the virtual TV audience) to help you find the

way to properly react. You think if others are engaging in a specific behavior, it must be the proper thing to do.

Hence, you laugh in spite of yourself, or if you’re told that “everyone is buying this product or service,” even

without evidence, you may think you’re missing out if you don’t comply or conform and get it for yourself.