Seven Principles of Influence: A Marketing Strategy

I’ve found working with Scientists and Engineers, logic plays a role in decision-making. But no matter how immune we think we are, we’re all subconsciously subject to the Seven Principles of Influence.

This is documented by Dr. Robert Cialdini in the “Psychology of Persuasion“.

Understanding these Seven Principles of Influence can be a great shortcut to improving your Marketing and Sales success.

1 – Reciprocity

This first principle of Reciprocity is that when someone gives you something, you feel you should give something back, often of a higher value.

Cialdini originally used the example of Scouts selling cookies.

When people were given one cookie to sample, they were more inclined to buy a box.

The example above uses a product (or B2C), but it can be equally applied in a service (or B2B) environment.

For example, offering a free ‘How To’ guide or workshop with valuable information can make participants more likely to purchase the full program later (see my offer of a free 30 minutes below).

This technique is often used alongside the second principle of Scarcity.

2 – Scarcity

If something is only available for a reduced price for a limited time or, a limited number of spaces, consumers are more likely to feel compelled to respond to it and hit that ‘buy’ button.

This principle is probably the one we are most aware of and is frequently overused (just think of all those sofa adverts).

Yet FOMO (fear of missing out) often kicks in despite ourselves.

I’d use this one carefully.

3 – Authority

If someone in ‘Authority’ (for example a Clinician, Professor, or CEO) promotes an item or endorses an idea, we tend to give it more credibility.  

Maybe you feel that many of the traditional authority figures you or your parents looked up to no longer have as much authority.

So ask yourself who you (and your target market) respect.

Maybe it’s a key opinion leader, ‘influencer’ or public figure?

These are the new ‘Authority’ figures.

4 – Consistency

It used to be stated that there were seven points of contact with a potential client before a sale was made.

Social Media has changed that.

It is estimated that we are now bombarded with between 5,000-10,000 ads per day, in contrast to the 1970s when we were shown 500-1,600 per day.

Being consistently in the expected place helps. For example, in my monthly parish newsletter, there is an advert for washing machine repairs that has been in the magazine for years.

This consistency means that if/when I need my washing machine repaired, I know where to look.

Another aspect of ‘Consistency’ is asking people to undertake acts that are consistent with their previous behaviour.

There is a good example in the video below and works well when people prefer to take small steps towards a solution.

5 – Consensus/Social Proof

Regardless of age, or how independent we are, humans tend to go with the consensus.

This is now often referred to as ‘Social Proof’; we all respond to peer pressure, and we tend to do what others do.

Cialdini originally demonstrated this by asking a colleague to stand on the pavement and stare up at a spot on a building.

It wasn’t long before there was a crowd of people all looking at this point.

There was nothing there, and the original person was able to walk away, leaving the crowd to continue staring at nothing.

Although an extreme example, we are demonstrating this principle all the time.

We all visit places, read books, watch movies, and do business based on recommendations, which is all part of the ‘Consensus’ principle.

6 – Liking

A key Marketing and Sales principle is that we tend to buy from people we like; you are probably familiar with the mantra, ‘know, like, trust’.

To achieve this, we should start by building relationships with people without a heavy sales pitch.

Once the potential client likes and trusts us, the decision to purchase or refer often follows.

7 – Unity

I often say to people that these ‘Seven Principles of Influence’ can be used for good or evil.

I choose to use them carefully and ethically, and am always checking whether I am balancing the principles and not over-using one to the detriment of the others.

This is the last and most recent principle of ‘Unity’.

For more research and publications start with the handy video on Dr Cialdini’s website.  

If you would like some help tailoring the Seven Principles of Influence to your own marketing and sales campaigns, you can directly book a free 30-minute call with me, info@priddeymarketing.co.uk or call +44 1235 606077