Perhaps I’ve been under a rock for too long, but I recently discovered Robert Cialdini’s ‘Influence: Principles of Persuasion’. It’s been decades since Cialdini expounded on his principles of persuasion. However, they are still relevant today as they were in 1984 when he first wrote his book.
Despite the warp speed of technological change, humans haven't changed at all as we still want the same essential things deep down. In the first of my two-part series, I wrote about Cialdini's principles which operate on a personal level. In this concluding part, I switch the focus to Cialdini’s externally focused principles.
- SCARCITY: In today’s context it’s FOMO – the fear of missing out. The idea of losing something is far more valuable than gaining it. It’s not enough to just put something new on the market and extol its benefits but be prepared to explain how consumers will stand to lose by not getting it. A prime example is demonstrated in retail stores. During the release of a new product or a free gift with purchase scheme, notice phrases like ‘limited to the first 100 customers’ or ‘while stocks last’ which encourages people to troop to the stores so they don’t lose out on the offer. #scarcity #FOMO
- AUTHORITY: The power of authority draws people like a magnet. So, if you want to get people to feel, think or do something, try getting someone of authority to be the first or a celebrity to endorse a product. This brings to mind how, to encourage Singaporeans to get vaccinated against Covid-19, the then Prime Minister of Singapore, Lee Hsien Loong, was photographed receiving his vaccination. More recently in Melaka, Fan Bing Bing, a Chinese star, was seen strolling down the renowned Jonker Walk as the ambassador for Malacca to draw more Chinese tourists to the state. #authority
- SOCIAL PROOF OR CONSENSUS: People often look to the behaviour of others to determine their own. We see this so often when we start to scroll through reviews of restaurants or hotels? online. We see reviewers expressing comments about aspects of the restaurants or hotels which also matter to us and then we decide whether or not to proceed to eat at the restaurant or make a booking at the hotel. Essentially, we want the social proof to validate our actions. #social proof #consensus
Here's a hilarious depiction of social proof in action: There’s nothing like feeling validated based on what others are doing!
Persuasion pervades our daily life in ways which are both explicit and subtle. Indeed, these principles can be manipulated for nefarious purposes, but being aware of these principles is the first step to leveraging them to live and lead successfully.
#Cialdini #persuasion #principlesofpersuasion #influence
