Discover Robert Cialdini’s 7 principles of persuasion

What makes your customers buy from you?

Sometimes we don’t manage to sell, not because our product is bad, but because we don’t know how to communicate all the value our product or service can offer.

Knowing how to communicate is everything. It’s essential for your business.

That’s why I think it’s very interesting to talk to you today about Robert Cialdini’s 7 principles of persuasion, which we explain in detail at Mailrelay.

He’s a leading figure in the social psychology of persuasion, sales and negotiation. His book “Influence: The Psychology of Persuasion” explains the 7 principles of human behavior that, used well, can become a very powerful weapon in your sales messages.

In fact, these principles are the foundation copywriters use to write web pages, sales emails and ads for their clients with the aim of increasing conversions. There must be a reason.

By using these principles in your communication, you’ll stand out from the competition, increase the perceived value of your products or services and, of course, sell more.

Ready to discover them?

Let’s get started!

1- Reciprocity, Robert Cialdini’s first principle

“There is an obligation to give, an obligation to receive and an obligation to repay.” – Robert B. Cialdini

Human relationships tend toward reciprocity. If you do someone a favor, that person will feel indebted to you.

If a friend buys you a beer or a coffee, you’ll feel obliged to buy them one next time. If a colleague does you a favor, you’ll have to help them when they need it.

Psychology explains this by stressing that humans simply hate feeling indebted to others.

In business, if you offer your customers something without asking for anything in return, they tend to respond with gratitude.

A good example of this principle of persuasion comes from a series of studies carried out in restaurants. Leaving a mint with the bill generally increased tips by 3%. Interestingly, if they gave two mints, tips increased by 14%.

But the most interesting part is that if the waiter gave one mint, started to walk away from the table, then turned back and said “An extra mint for you nice people”, tips increased by 23%.

So the key to using this psychological trigger is to be the first to give and to make sure what you give is unexpected and personalized.

You might also be interested in these articles:
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→ How you can apply this principle of persuasion on your website

On your website, offer a free resource such as an ebook, a webinar or a masterclass.

You can also offer interesting content on your blog or send relevant weekly emails to build that reciprocity.

→ Examples of how other companies have used reciprocity successfully

• Dropbox: Dropbox offered extra free storage to both the existing user and the referred user when the latter signed up for the platform. This created a situation where both parties benefited, fostering a sense of reciprocity and helping Dropbox grow quickly.
• Mailrelay: Mailrelay offers a free plan that lets small businesses and entrepreneurs try and use its email marketing service at no cost. As their needs grow, they’re more likely to become paying customers because of the gratitude and positive experience they’ve had with the free plan.
• Cosmetics and personal care: Brands such as L’Occitane and The Body Shop offer free samples of their products in their physical stores. Customers can try and experience the products before buying, which can create a sense of reciprocity and increase the likelihood that they’ll make a purchase.

→ Possible drawbacks, or situations where reciprocity might not be effective

• Perceived low quality: If the sample or free gift offered is of low quality or doesn’t properly represent the company’s products or services, customers may associate that bad experience with the brand and not feel the need to reciprocate.
• Too many offers: If too many companies in an industry offer similar reciprocity-based promotions, consumers can become desensitized to these tactics and not feel the need to reciprocate the offer they received.
• Unrealistic expectations: If the free offer creates unrealistic expectations, consumers may feel disappointed when they face the reality of the paid products or services. This can damage the relationship and reduce the effect of reciprocity.
• Benefit seen as insignificant: If customers don’t see the benefit offered as valuable or meaningful, they may not feel the need to return the favor, which reduces the effectiveness of the reciprocity tactic.

2- Commitment and consistency

With this principle, Robert Cialdini refers to the desire to be consistent with the decisions we make.

Once we make a decision, we tend to stick to it and do everything we can to follow through. From a psychological point of view, this can be explained by the fact that people have aligned the commitment they’ve made with their own self-image.

One study found that, as expected, very few people in a neighborhood would be willing to put an unsightly sign in their front yard to support a road safety campaign.

However, if they had been asked a few days earlier to put a small card supporting the campaign in their windows, the number of homeowners who later agreed to put the large sign in their yard increased by 400%.

The key to this psychological trigger is to seek voluntary, active and public commitments, ideally in writing.

Another study showed that a health center could reduce missed appointments by 18% by asking patients to write down the details of future appointments on a card instead of having the receptionist do it.

→ How you can apply it on your website

A good way to apply this principle is to get users to buy something from you, even if it’s something of little value. Once you’ve got them to make a small purchase, it’s much easier to get them to make later, higher-value purchases.

You know what they say: it’s harder to win a new customer than to keep one you already have.

→ Techniques for increasing visitor commitment

• Create interactive content: use quizzes, surveys or games to engage visitors on your website and get them to take an active part instead of just reading or watching content.
• Subscription forms and free downloads: offer visitors free resources, such as ebooks, reports or templates, in exchange for their contact details. This increases commitment and creates a connection between the visitor and the company.
• Content personalization: make sure your website content is relevant to the visitor by adapting it to their behavior, preferences or browsing history. This can be done using cookies or tracking technologies.
• Live chat and customer support: add a live chat or support bot to your website to respond quickly to visitors’ questions and concerns. This increases interaction and can make visitors feel more committed to the company.
• Comments and discussion sections: letting visitors leave comments and take part in discussions on your website can increase commitment and foster a sense of community among visitors.

→ Case studies showing how consistency improves persuasion

• Apple case study: Apple is known for its consistent focus on design, simplicity and user experience across all its products and services. This has led to a loyal customer base that associates the brand with quality and reliability. The consistency of its marketing and design approach has been key to building this connection with customers and improving persuasion.
• Coca-Cola case study: Coca-Cola has kept a consistent, recognizable brand image over the years, despite variations in its products and advertising campaigns. The logo, colors and typography have remained consistent, letting consumers easily identify the brand and associate it with positive experiences. This consistency in its brand image has been crucial in persuading consumers to choose Coca-Cola over other options.
• Buffer case study: Buffer is a social media management platform that has focused on consistency in its value proposition and in how it approaches content and customer service. The company has been consistent in its commitment to transparency and to sharing valuable information with its audience, which has led to greater customer trust and loyalty. The consistency of its actions and communications has improved its ability to persuade customers to use its platform over competing options.

3- Robert Cialdini’s principle of social proof

“Monkey see, monkey do.”

People do what other people do. We’re social beings and we need to feel part of a group.

We tend to accept what others do or say as good or right. That way we feel accepted and don’t get left out.

What’s more, if they’re people we see as similar to us, the effect is even greater.

Likewise, we’ll also be more willing to reject something if others have rejected it.

For example, in an online store, if we see that a product has received lots of positive reviews, we’re more likely to buy it too. Similarly, if you see that a brand has lots of followers on social media, you’re more likely to follow it too.

→ How you can apply it on your website

Show testimonials from satisfied customers on your website. Video testimonials work much better.

If you sell products, highlight the best-selling ones with messages such as “top seller”, “bestseller” or “favorite”. That way you send the message that lots of people have bought that product.

→ Different ways to show social proof on your website (reviews, testimonials, etc.)

• Reviews and ratings: showing reviews and ratings from satisfied customers can increase trust in your product or service. You can integrate reviews from platforms such as Google, Yelp or Trustpilot into your website to make it more credible.
• Testimonials: include written or video testimonials from satisfied customers describing how your product or service has helped them. Be sure to include the name, photo and, if possible, the company or job title of the person giving the testimonial to make it more authentic.
• Case studies: present detailed case studies showing how you’ve helped your customers solve their problems or achieve their goals. They can include statistics, charts and quotes from your customers.
• Client or partner logos: showing the logos of well-known companies or clients that have used your products or services can increase trust in your brand and show that you’re a reliable choice.
• Social counters: showing the number of social media followers, email subscribers or satisfied customers can serve as social proof by showing how many people have already trusted your brand.
• Awards and recognition: highlight awards or recognition you’ve received in your industry or field to show that you’re a respected, reliable company.

→ How to measure the impact of social proof on conversions

• Set a baseline: before adding social proof elements to your website, be sure to measure your key metrics (conversion rate, time on site, pages visited, etc.) so you have a baseline to compare against after making the improvements.
• A/B testing: run A/B tests to compare versions of your website with and without social proof elements. This will let you measure the impact of social proof on conversions and other key indicators.
• Conversion tracking and funnel analysis: use web analytics tools such as Google Analytics to track conversions and analyze the conversion funnel. Watch how visitors interact with the social proof elements on your website and whether these elements influence the conversion rate.
• Customer surveys and feedback: ask your customers for feedback on how the social proof elements influenced their decision to buy or use your services. This will give you a qualitative understanding of the impact of social proof on conversions.
• Long-term monitoring: social proof can have a cumulative impact over time, so it’s important to monitor your key metrics regularly and adjust the social proof elements as needed to maximize their impact on conversions.

4- Principle of liking

We’re more inclined to buy a product or service from a person we like.

But what makes one person like another?

According to the science of persuasion, there are three important factors: we like people who are similar to us, people who pay us compliments and people who cooperate with us toward mutual goals.

So, to take advantage of this powerful principle of persuasion by Robert Cialdini, make sure to look for areas of similarity you share with others before you start working together or make a proposal.

→ How you can apply this principle on your website

The place on your website to use this principle is your “About” or “About Us” page. This page gives you an exceptional opportunity to show your site’s visitors the similarities you share with them.

Be warm and friendly in your texts. Write as if you were talking to them face to face.

→ Elements that build liking (personal stories, images, etc.)

• Personal stories: sharing personal stories and real experiences of the company’s employees or founders can help create an emotional connection with the audience and build liking.
• Images and photographs: using images and photos of real people, preferably the company’s employees or customers, instead of generic stock images, can increase liking and the emotional connection with the brand.
• Attractive, easy-to-use design: a clean, attractive, easy-to-navigate web design can build liking by making user interaction easier and showing that the company cares about the customer experience.
• Tone and style of communication: using a friendly, conversational and approachable tone and style in your website content can make the brand seem more accessible and likable.
• Social and environmental responsibility: showing the company’s commitment to important social or environmental causes can build liking and resonate with the audience’s values.

→ Strategies to connect with different types of audiences

• Audience research: research your audience’s demographics, needs, interests and preferences to understand how best to tailor your messages and marketing strategies.
• Audience segmentation: divide your audience into segments based on similar characteristics, such as location, age, interests or online behavior, and personalize your messages and offers for each segment.
• Content adaptation: adapt your website content to your audience’s preferences in terms of format (articles, videos, infographics, etc.), style and tone of communication.
• Communication channels: use multiple communication channels, such as email, social media, online advertising and content marketing, to reach different audience segments and personalize messages for each channel.
• Interaction and active listening: respond to your audience’s comments and questions on social media, blogs and other channels to show that you care about their opinions and needs. Use their feedback to improve your products, services and marketing strategies.
• Collaborations and influencers: collaborate with influencers, industry experts or people with a large online audience to extend your reach and connect with different types of audiences.

5- Scarcity

It’s the well-known “they’re flying off the shelves”

The less there is of something, the more we want it. It applies to experiences as well as material products.

We think things that are hard to get are more valuable. Using this principle, you can increase interest in your product or service by reducing its availability.

Hotel booking platforms do this a lot. How many times have you gone to book a room and seen a message saying something like “only two rooms left” or “4 other people are looking at this hotel”?

They do it precisely to create that sense of scarcity.

Another example is when companies produce “limited edition” versions of their products, creating a sense of exclusivity.

→ How you can apply this principle on your website

Let people know your service or product will end in a few days. That way, consumers will want to seize the opportunity while it’s available.

→ Marketing techniques that use scarcity (limited offers, timers, etc.)

• Limited offers: offer discounts, promotions or exclusive products available only for a limited time or in limited quantities. This can prompt customers to act quickly for fear of missing the offer.
• Countdown timers: show countdown timers on your website or in your emails to remind visitors how much time is left before an offer or promotion expires.
• Flash sales: run flash sales with big discounts on selected products available only for a short time.
• Exclusive products or services: offer exclusive products or services available only to a select group of customers, such as email subscribers or members of a loyalty program.
• Presales and limited launches: run presales or limited launches of new products, letting customers buy before others or get limited editions.
• Waiting lists: create waiting lists for high-demand products or services, which can increase the perception of scarcity and make customers want the product even more.

→ How to keep scarcity from being seen as a trick

• Authenticity: make sure your scarcity offers are genuine and backed by real reasons, such as limited availability of materials, handmade production or a product’s exclusivity.
• Transparency: clearly communicate the reasons behind the scarcity and explain why an offer is limited or why a product is in limited supply. This can help build trust and keep customers from thinking it’s a trick.
• Consistency: avoid using scarcity tactics too often or on all your products and services, since this can reduce their effectiveness and make customers doubt the scarcity is genuine.
• Quality: make sure the products or services tied to scarcity offers are high quality and meet customers’ expectations. If customers feel the quality isn’t up to scratch, they’re more likely to see the scarcity as a trick.
• Proper follow-up: when a limited offer or flash sale has ended, avoid immediately offering another similar discount or promotion, since this can make customers feel deceived. Instead, wait a reasonable amount of time before launching another scarcity promotion.
• Clear communication: clearly communicate the conditions and restrictions of scarcity offers, such as expiration dates, limited quantities or requirements to access an offer. This helps set realistic expectations and avoids disappointment.

6- Principle of persuasion: authority

Have you ever wondered why we tend to obey authority figures?

People tend to obey those they consider superior out of respect.

When we see someone as an expert in a field, we tend to trust their word.

Marketers take advantage of this principle in their ads when they use, for example, a dentist to sell us a toothpaste. If that dentist recommends that toothpaste, it must be good.

That’s why, before trying to influence someone, you should send clear signals that you’re a recognized authority on the subject.

Another interesting detail is that this authority can also come from a third person who introduces us as an expert, even if they’re connected to us.

For example, in a TED talk, Tanner Freehan explains that if, when you call a real estate agency to sell an apartment, the receptionist picks up and says “If you’re interested in selling your home, I’ll put you through to Sandra, our head of sales, who has more than 20 years of experience”, this introduction increases the meetings booked by 20% and contracts signed by 15%.

→ How you can apply this principle on your website

Add to your website the logos of the media you’ve appeared in and where you studied, if it’s very relevant.

If you have top-tier clients, show their logos on your website. If a celebrity endorses you, let your visitors know.

→ Ways to establish and demonstrate authority in your field

• Quality content: create and share relevant, useful, well-researched content on your website and other online platforms. This can include blog articles, reports, case studies, videos and podcasts.
• Awards and recognition: highlight the awards, certifications or recognition you’ve received in your industry, which can help demonstrate your expertise and credibility.
• Expert testimonials: get testimonials from experts in your field who endorse your product or service, which can increase your perceived authority.
• Taking part in events and conferences: take part as a speaker or panelist in events and conferences relevant to your industry. This can help establish your reputation as an expert on the subject.
• Collaborations and partnerships: collaborate with other respected organizations or experts in your field to increase your credibility and authority.
• Media: appear in interviews, podcasts or articles in relevant media to increase your visibility and establish your authority in your field.
• Training and education: keep improving your skills and knowledge through courses, certifications and training in your area of expertise.

→ How authority can influence visitors’ decision-making

• Trust: visitors are more likely to trust a brand that demonstrates authority in its field. Trust is a key factor in consumer decision-making, especially for high-value or high-risk products or services.
• Perceived quality: authority in a field can increase the perceived quality of the products or services offered, which can influence visitors’ willingness to buy or invest in them.
• Lower perceived risk: visitors may feel there’s less risk in choosing a brand with authority in its field, since it’s seen as a safer, more reliable option.
• Differentiation: establishing authority in your field can help set your brand apart from the competition, which can sway visitors’ decisions in your company’s favor.
• Making decisions easier: authority can make visitors trust your recommendations and advice, which can make their decision-making easier and increase the likelihood that they’ll follow your suggestions or make a purchase.
• Influence on word of mouth: if visitors see you as an authority in your field, they’re more likely to recommend your products or services to others, which can have a multiplier effect on sales and brand growth.

7- Unity

The principle of unity is based on the desire to belong to a group of people. In fact, it’s a need included in Maslow’s famous pyramid.

When we belong, or feel we belong, to a group, we’re more likely to be open to attempts at persuasion.

Have you ever been at a party and met someone who grew up in the same neighborhood as you or went to the same high school?

You surely felt an instant connection, didn’t you?

→ How you can apply this principle on your website

Use specific, unique jargon. For example, people who are passionate about CrossFit use a specific language.

From the outside it may look like a cult, but in reality CrossFit has achieved unbridled loyalty and passion among its members.

Using a unique vocabulary helps group cohesion. Group homogeneity helps foster greater trust among members.

→ Build a sense of community and belonging around your brand

• Two-way communication: encourage two-way communication through social media, blogs and forums, letting customers share their opinions, experiences and questions.
• Online groups and forums: create online groups or forums on platforms such as Facebook, LinkedIn or Discord, where customers can interact with each other and with the brand.
• Events and meetups: organize events, workshops or meetups (online or in person) so customers can connect, learn and share experiences related to your brand or industry.
• User-generated content: encourage the creation and sharing of user-generated content, such as photos, videos, reviews and testimonials, that shows customers using and experiencing your products or services.
• Loyalty programs: set up loyalty programs that offer exclusive rewards and benefits to loyal, engaged customers.
• Social and environmental responsibility: involve your community in social or environmental initiatives related to your brand or industry, such as volunteering projects, fundraising or awareness campaigns.

→ Examples of brands that have built a strong connection with their audience through unity

• Apple: Apple has built a strong sense of community and belonging among its users, who often identify as “Apple fans”. The brand organizes events such as product launches and in-store workshops, and keeps up active communication with its customers through social media and its website.
• Harley-Davidson: the motorcycle brand Harley-Davidson has cultivated a passionate community of owners and enthusiasts. The company organizes events such as the “H.O.G. Rally” and runs online forums where members can share experiences and tips related to their motorcycles.
• Lululemon: the sportswear brand Lululemon has built a community of yoga and wellness enthusiasts. The brand offers free yoga classes in its stores and organizes online and in-person events to connect its customers with the brand and with each other.
• LEGO: the toy company LEGO has built a community of enthusiasts of all ages who share a love of building and creativity. The brand organizes events, such as LEGO exhibitions and building contests, and runs online forums where users can share their creations and exchange ideas.
• Patagonia: the outdoor clothing and gear brand Patagonia has built a community around its commitment to sustainability and environmental conservation. The company organizes events and campaigns to involve its customers in environmental initiatives and shares inspiring stories through its blog and social media.

Conclusion

These principles of persuasion have been used for decades by marketers and copywriters to get consumers like you to spend their hard-earned money.

If you want to give your website a big boost and take advantage of these principles, I recommend hiring a professional copywriter.

Copywriters can write your website content in a persuasive, emotional way to get your readers to take a specific action, such as booking an appointment, contacting you or buying a specific product or service.

If you have good copy on your website, you’ll enjoy a boost in your conversions.

Act now, before it’s too late! 😉

These principles are closely related to the ability to influence people, and also to behavioral design applied to email marketing, which uses many of these same biases in practice.