INFLUENCE: Harnessing the Science of

Persuasion
Ref: Robert B.Cialdini

Persuasive Written Messages

Core Purpose:

Get your reader to Support, Believe and Act in your

favour
Direct request: 1.Main Idea; Explanation; Courteous
Close
Indirect request: Explanation (Buffer opening); Main
Idea; Courteous Close
Formula : AIDA-
A- ATTENTION, I-INTEREST, D-DESIRE, A- ACTION needed

Science of Persuasion:
Handful naturally gifted in ‘Persuasive
Skills’
 Two qualities stand out : ‘Charisma’ &
‘Eloquence’– art of persuasion…artists far
better at doing than explaining things !
Persuasion : very much necessary for
managers-Why ?
 Cross-Functional Teams, Jt.Ventures, Inter-Company
Partnerships

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Harnessing the Science of Persuasion- Robert Cialdini-
Professor, Marketing and Psychology , Arizona State University
Six Principles:
1. The Principle of Liking- “People like those who like them”.
Appln: “Uncover similarities and offer genuine praise” eg:
[Tupperware Parties—guests fondness for their hosts
deciding factor]
2. The Principle of Reciprocity- “People repay in kind”. Appln:
“Give what you want to receive” –smile to receive one …
3. The Principle of Social Proof- “People follow the leads of
similar others. Appln: Use peer power whenever it’s available”

4. The Principle of Commitment & Consistency- “ People align

with their clear commitments”
Application: “ Make their commitments active, public and
voluntary”
5. The Principle of Authority – “People defer to experts.
Application: “Expose your expertise; don’t assume it’s
self-evident”
6. The Principle of Scarcity - “People want more of what they
can have less of .” Appln: “Highlight unique benefits and
exclusive information”
“Power of Loss Language”
Video: The Science of Persuasion

Five Styles of Decision Making and way to Influencing Them:

[1684 executives across automotive, retail and high-tech interviewed
And surveyed..Cluster Analysis resulted in Five Broad Categories]
A]Charismatics : 25%; characteristics: enthusiastic, captivating,
talkative, dominant (eg. Richard Branson, Anand Mahindra)
Buzz Words to use : results, proven, actions, focus, clear
B] Thinkers : 11% ; characteristics : cerebral, intelligent, logical,
academic (eg. Ratan Tata)
Buzz Words : quality, academic, think numbers, intelligent, proof
C] Skeptics : 19% ; characteristics : demanding, disruptive,
disagreeable, rebellious (e.g. Ambanis)
Buzz Words : feel, grasp, power, action, trust

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Five Styles of Decision Making and way to Influencing Them:
[1684 executives across automotive, retail and high-tech interviewed
And surveyed. Cluster Analysis resulted in Five Broad Categories]
D] Followers : 36% ; make decisions based on earlier and similar
choices & circumstances, or based on other trusted executives; risk-
averse- characteristics : responsible, cautious, brand-driven, bargain –
conscious [e.g. Kumaramangalam Birla]
Buzz Words to use : expedite, expertise, similar to, previous
E] Controllers : 9% , abhor uncertainty and ambiguity, focus on facts
and analytics ; characteristics : logic, grab, just do it [e.g. logical
unemotional, sensible e.g.[Narayana Murthy]
Buzz Words to use : details, facts, reason, logic, power, just do
it(action)

Five Styles of Decision Making and way to Influencing Them: [1684

executives across automotive, retail and high-tech interviewed And
surveyed..Cluster Analysis resulted in Five Broad Categories]
Persuasion Techniques :
For Charismatics : Focus on Outcomes, Simple points, Visual Aids

For Thinkers : Data Driven, Information, Research Inputs

For Skeptics : Gain Credibility thru Endorsement from his/her Trustees

For Followers : Structured Arguments, Give Details, let him/her decide

For Controllers : Facts, Historical evidence, rationale and probability

Evidence of the FIVE DIMENSIONS OF PERSONALITY TYPE theory has been

growing over the past 50 years, beginning with the research of D. W. Fiske
(1949) and later expanded upon by other researchers including Norman
(1967), Goldberg (1981), and McCrae & Costa(1987).

1 EXTRAVERSION :Characteristics : excitability, emotional expressiveness

2 AGRREABLENESS : Trust, Altruism, Kindness, Pro-Social Behaviour

3 CONSCIENTIOUSNESS: Thoughtfulness, Goal-Directed, Not Impulsive

4 NEUROTICISM : Sadness, Mood Swings, Emotional Instability

5 OPENNESS : Imagination, Insight, Diverse Interests, Creative

Psychologists now believe that the five personality dimensions are not only
universal; they have biological origins-shape our Social Landscape

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Seven Guidelines for Selling Your Ideas the Steve Jobs Way ( ‘The Innovation
Secrets of STEVE JOBS’)
 Create a “HOLY SMOKE” Moment-e.g. 2008-pulling the MacBook Air out of
a manila interoffice envelope to demonstrate how thin it was !

Stick to the “RULE OF THREE” ( Why Goldilocks saw Three Bears!..

Macworld -2007 :( an I pod, phone & internet communicator-I Phone) Ask : What are
the three things I want to communicate?

Share the Stage- team tag with preparation-seamless transition

Introduce ‘HEROES AND VILLAINS’- ‘1984:I’m a Mac, I’m a PC” vs.

IBM’
 Think Visually - use what psychologists call: “Picture Superiority”

Create “ TWITTER FRIENDLY HEADLINES” - e.g. MacBook Air:

World’s thinnest notebook’

 “SELL DREAMS, NOT PRODUCTS” … “2001:iPod-music –

a transformative experience; in its own way Apple was changing the world”

Remember ...when persuading and

communicating... “Think as wise men do, but
speak as the common people do”
-Aristotle
“The greatest problem in communication is the illusion that it has
been accomplished”
-George Bernard Shaw
REMEMBER :MAGIC OF THREE
THINGS-three Ps-> persuasion, presentations or placating

Effective Communication through use of the Six Thinking Hats :

Edward Debano(Lateral Thinking) “ Thinking in Parallel with
Directional Change-no arguments, listening without prejudice”

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