How to Boost Your Influence on LinkedIn Using Persuasion Tactics

"Those who don't know how to get people say 'yes' soon fall away. Those who do stay and flourish." - Dr. Robert Cialdini

Benjamin Hardy, Josh Steimle, Neil Patel, Seth Godin, Jeff Weiner, Josh Hoffman. They're my top social media influencers. I often 'like' or share their social media posts ― sometimes even without thinking.

I'm sure you have your own list of influencers. You've probably liked, shared or commented on their articles, as well, without giving it much thought.

The interesting part is that we don't bother asking, "Why do we favor one person over another?" The reason is simple: INFLUENCE.

Dr. Robert Cialdini, a social psychologist who is also regarded as the "godfather of influence," explains why people reject some requests but automatically comply with the others through the six principles of persuasion, which he discussed in his classic book, Influence: The Psychology of Persuasion. 

Influence as Mental Shortcuts

People love mental shortcuts in making decisions. Our brains are naturally wired to choose the easier paths when solving problems. Why not? Mental shortcuts save us time and energy in deciding for our next steps.

Dr. Cialdini's book got me thinking: If we're not social media influencers like those on our list, can we still have some sort of 'influence'?

Can LinkedIn, as a professional networking site, help us to get people do what we want them to do?

Definitely.

By using what Dr. Cialdini calls the 'weapons of influence' as mental shortcuts in your LinkedIn profile, you can make your target customers reach out to you.

Are You Ready to Power Up Your Influence on LinkedIn?

RECIPROCITY

Dr. Cialdini says:

We are obligated to the future repayment of favors, gifts, invitations, and the like.

When someone does us a favor, we feel obligated to return favors. It's not unusual to see people giving each other gifts, and when one of them does not "give something in return," the other one starts wondering why. 

It's because returning favors is prevalent in many societies.

LinkedIn Tips (Reciprocity):

• Be the first to give. Add value to your connections.

Don't start by asking. Begin with a thoughtful conversation. Sending cold emails isn't the way to get what you want. Don't send a connection request only to send your fellow users a sales pitch.

LinkedIn is not a place to sell. It's a place to build relationships, which, when nurtured, can eventually get that cash register ring. 

Here are a few ways to give value to your connections:

• Answer questions from those who need help. LinkedIn groups are a good place to find questions to answer. Some users seek help through their status updates. It won't hurt to answer them if you think you can add value to the conversation.  
• Share, like or comment on your connections' posts. Sharing your connections' posts means expanding their reach to your own network.
• Share your expertise by publishing original content on LinkedIn Pulse. But don't publish just for the sake of publishing. Know your audience. Create content that will make them smarter or more successful.
• Endorse your connections for their skills to help them rank high in LinkedIn search and be discovered by recruiters or other users looking for their expertise or products.
• Respond to other LinkedIn users who reach out to you. When people approach you, they're giving you a chance to add value to their lives, so it makes sense to respond to qualified messages that reach your inbox.

Again, give value first and you'll see the favors being returned if not through sales, maybe through engagement that will expand your exposure, or probably through referrals. And who doesn't want engagement and referrals?

Related ??? How to be Found on LinkedIn for Your Key Skills

COMMITMENT AND CONSISTENCY

People value commitment and consistency.

"Psychologists have long understood the power of the consistency principle to direct human action... but is this tendency to be consistent really strong enough to compel us to do what we ordinarily would not want to do? There is no question about it." - Robert Cialdini

This is a well-researched aspect of persuasion. In 1957, Leon Festinger discovered that when people feel a disconnect or inconsistency between their behaviors and beliefs, they would feel uneasy. 

The cognitive dissonance that happens when people are inconsistent is enough for them to either change their beliefs or change their behaviors.

LinkedIn Tips (Commitment and Consistency):

To activate the rule of consistency, having an idea of what actions your profile visitors have done in the past will be helpful. Find a way to make them commit to small things.

For example, when was the last time you downloaded an ebook for "free" or received product samples? Or do you remember availing of a "free" consultation?

Did it occur to you why brands or professionals give away free products or services?

It's because they want your commitment. If you're happy with the "free" products or services they offered, why would you bother looking for alternatives once you need the same product or service in the future?

According to the rule of commitment and consistency, once people commit to something, they would want to be consistent with that previous action. Dr. Cialdini explains:

"Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment."

And because of people's "drive to be (and look) consistent," they often rely on their previous actions in making current decisions. They do this to avoid too much thinking.

So, how can this work for you?

• Publish original content on LinkedIn Pulse, then send customized messages to some of your connections to let them know you've written an article that they might find useful.

If you can get them to say 'yes' to reading your articles, they would most likely be there to purchase your ebook once it's out.

• Offer free consultations or perhaps a free webinar. Just keep them short yet full of actionable takeaways. Just because they're free doesn't mean that people will rush to get them. For example, a free three-hour webinar may already be seen as a "waste" of time instead of a value-add.

AUTHORITY

Dr. Cialdini identifies three symbols of authority that can trigger compliance: title, clothing and trappings.

1. Titles - Are you a professor, a doctor, a lawyer, an author? Your mere title can provide the authority, which can make people decide that you're the right person to do business or collaborate with.
2. Clothing - Whether you're wearing a uniform or a business suit -- how you dress can have a huge impact on how persuasive you can be. Dr. Cialdini says, "Finely styled and expensive clothes carry an aura of status and position."
3. Trappings - According to Dr. Cialdini, trappings like jewelry and cars communicate a general sense of authority.

LinkedIn Tips (Authority):

Start with your headline. If you say, "I'm looking for a job, can you offer me one?" on your headline, who do you think will click on your profile?

Here's what you can do to boost your influence using the principle of authority:

• Add your accomplishments. Find the 'Add new profile section' on the right sidebar of your profile and choose which accomplishments you'd like to include.

Adding your accomplishments to your profile is easy. The difficult part is earning the accomplishments to include. It takes time to deserve an award, to pass certifications, or to finish projects, etc., but they are very helpful in building your authority.

• Showcase your major achievements. If you've published a book, display it on your profile. Ensure that it appears above the fold.
• Highlight popular and credible publications in which you were featured or cited, or well-known shows and events that you participated in. Include this in your headline, profile summary, and on the 'Experience' or 'Accomplishment' section.

You may also create a specially designed LinkedIn banner to highlight these. You might ask—why do you need to put it above the fold or why does it have to be placed on a banner? Why not just add it to the 'Accomplishment' section?

Here's why:

The items you add to the 'Accomplishment' section are displayed in reverse chronology (the latest on top of the list), and because only a few are displayed, your most significant accomplishment will soon be buried in your list and will no longer be visible.

I can assure you—no one will waste his time digging in for information about you. You must create that mental shortcut that will "tell" your profile visitors upfront that you are an authority in your space, or that you are an accomplished person in your industry.

Conclusion

Your LinkedIn profile is a powerful branding tool. It's not a resume in which you can just dump all information about yourself.

To get the right people to reach out to you via your profile, you must make things easy for those who check you out on LinkedIn. Use mental shortcuts to get your ideal customers take action.

When optimized and used the right way, your LinkedIn profile can be a 'weapon of influence' that can bring your career or business to the next level.

Are you ready to make LinkedIn work for you?

??Book a FREE 15-minute LINKEDIN STRATEGY CALL with me to get started!

About Virginia Bautista

A freelance writer and editor for 10 years, Virginia is currently the only independent LinkedIn Trainer & Consultant based in the Philippines. She helps professionals, freelancers, consultants, and executives leverage LinkedIn in building a powerful personal brand that accelerates career success and generates leads for businesses. Virginia was recently featured on Forbes and Entrepreneur Philippines.

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