Many different techniques and strategies can be used to persuade others. Some of the most well-known and widely used principles of persuasion include reciprocity, commitment, social proof, authority, liking, and scarcity. These principles are based on various psychological and social phenomena and can be effective in influencing the decisions and behaviors of others.

Reciprocity

“People tend to return a favor.”

Reciprocity is the idea that people tend to return a favor. This principle is rooted in the concept of social exchange, which suggests that people are more likely to help others when they believe they will receive something in return. The concept of reciprocity can be seen in many different forms of social interaction, from simple exchanges of goods and services to more complex interactions involving favors and assistance.

One way that the principle of reciprocity can be used in persuasion is through the use of small favors or gifts. For example, a salesperson might give a potential customer a small gift or a sample of a product as a way of building rapport and creating a sense of obligation. By receiving something of value, the customer may feel a sense of indebtedness and be more likely to purchase in return.

Commitment

“If people commit, they are more likely to honor that commitment.”

Commitment is the idea that if people commit to something, they are more likely to honor that commitment. This principle is based on the idea that people have a natural tendency to want to be consistent with their previous actions and decisions. When people commit, they are more likely to follow through with it because they do not want to appear inconsistent or unreliable.

One way that the principle of commitment can be used in persuasion is through the use of public declarations or commitments. For example, a politician might ask a group of supporters to publicly declare their support for a particular campaign or policy to increase their commitment to the cause. By publicly committing to something, people are more likely to follow through with their commitment because they do not want to appear untrustworthy or disloyal.

Social Proof

“People will do things they see other people are doing.”

Social proof is the idea that people will do things they see other people are doing. This principle is based on the idea that people often look to others for cues about how to behave in certain situations. When people are unsure of what to do, they may look to others to see what they are doing and then follow suit.

One way that the principle of social proof can be used in persuasion is through the use of social media and online reviews. For example, a business might use social media to showcase the positive experiences of other customers to encourage others to try their product or service. By seeing other people having positive experiences, potential customers may be more likely to purchase because they believe that others are doing it and that it must be a good choice.

Authority

“People will tend to obey authority figures.”

Authority is the idea that people will tend to obey authority figures. This principle is based on the idea that people are more likely to follow the lead of those who are perceived as experts or leaders in their field. When people see someone in a position of authority, they are more likely to trust their expertise and follow their guidance.

One way that the principle of authority can be used in persuasion is through the use of endorsements or testimonials from experts or industry leaders. For example, a company might use the endorsement of a well-known expert in their field to promote their product or service. By seeing someone with credibility and authority supporting the product, potential customers may be more likely to trust the company and make a purchase.

Liking

“People are easily persuaded by other people they like.”

Liking is the idea that people are easily persuaded by other people they like. This principle is based on the idea that people are more likely to trust and follow those who they have a positive connection with. When people like someone, they are more likely to be influenced by their opinions and recommendations.

One way that the principle of liking can be used in persuasion is through the use of likable and relatable spokespeople. For example, a company might use a celebrity or influencer who is well-liked and relatable to promote their product or service through social media or other marketing channels. By using someone who is likable and relatable, the company is more likely to be successful in persuading potential customers to try their product.

Scarcity

“Perceived scarcity will generate demand.”

Scarcity is the idea that perceived scarcity will generate demand. This principle is based on the idea that people place a higher value on things that are rare or in limited supply. When something is scarce, people may perceive it as more valuable and be more likely to want it.

One way that the principle of scarcity can be used in persuasion is through the use of limited-time offers or limited-edition products. For example, a company might offer a special discount or promotion for a limited time to create a sense of urgency and encourage people to make a purchase. By creating the perception that the offer or product is scarce, the company is more likely to be successful in persuading potential customers to make a purchase.

Escalation

“If they agree to something small, they’ll agree to something big.”

Escalation, or he foot-in-the-door technique, is a persuasion strategy where the persuader gets someone to agree to a small, initial request, and then follows up with a larger, related request. The theory is that once a person has agreed to a small request, they are more likely to agree to subsequent, larger requests. This technique is often used in sales and marketing, where a small initial commitment is used to eventually lead to a larger purchase.

Halo

“People tend to assume that someone good at one thing is good at others.”

The halo effect is a cognitive bias where our overall impression of a person influences how we feel and think about their character. For example, people often rate attractive individuals more favorably for their personality traits or characteristics than those who are less attractive. Marketers use this principle by using attractive models or well-liked celebrities to endorse their products, hoping their positive attributes will transfer over to the products.

Decoy

“People’s preference between two options can change when a third, less appealing option is presented.”

The Decoy Effect is a phenomenon where the introduction of a third choice can influence which of the two original options is selected. For example, a customer might not know whether to buy a small or medium size of something, but if a significantly less attractive large size is added, they might be more inclined to choose the medium one. This principle is commonly used in pricing and product marketing.