Using the Six Principles

of Persuasion at Work
Using the Principles of Persuasion comes down to knowing when and how to use each principle. In this worksheet,
you’ll map out specific ways to apply them in your day-to-day work. If you aren’t familiar with the 6 Principles of
Persuasion, visit influenceatwork.com/principles-of-persuasion/ to watch a video explaining them.

1. RECIPROCITY 3 Ways You Can Use Reciprocity

Creating a sense of obligation to respond in kind.

• Works best when the gift is early, unexpected, and personalized.

• Doesn’t have to be a physical gift—free service, Google review of
their business, connections, access, etc.
• Showing effort yourself can trigger reciprocity
(e.g. a handwritten note).
• Their perception of the value of a favor increases as time goes by.
• Don’t accidentally devalue key products or services. Rather than
“free thing,” try “$25 thing at no cost to you.”

2. SCARCITY 3 Ways You Can Use Scarcity

Creating a sense of urgency around actions you want

people to take.

• Focus on what is genuinely rare and unique.

• Remember that you can frame scarcity as loss aversion.
• Sharing exclusive information creates scarcity without faking it.
• Urgency alone isn’t enough; you must give them a clear action to take.

3. AUTHORITY 3 Ways You Can Use Authority

Demonstrating your experience and trustworthiness

on the topic at hand.

• Don’t just claim authority; use examples or metrics to demonstrate it.

• Whenever possible, have your colleagues introduce your
qualifications, and do the same for them.
• Choose your clothes to express authority, but in a way that’s relatable.
• Whenever possible, place yourself in the center or have the person in
the center deliver important statements.

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4. CONSISTENCY 3 Ways You Can Use Consistency

Encourage actions that set precedents for larger

future actions.

• Get them to take small actions that they will later reflect or live up
to (e.g. filling out an appointment card or signing up for a demo).
• Get them invested in a future action, such as by submitting
questions for a meeting.
• Remind them of their investment to motivate them to take
further action.
• Prevent them from setting negative precedents, such as stated
positions that the other party doesn’t want to back down from.

5. LIKING 3 Ways You Can Use Liking

Help people like you by showing them genuine

commonalities.

• The similarities don’t have to be substantial—hometowns, hobbies,

pets, and sports teams are just as effective.
• The goal is to make people feel a positive, genuine connection to you.
• Mirror their posture and unconscious movements in a natural way.
• Repeat important statements back to them, and use their words (e.g.
don’t say they’re happy if they said “pleased”).

6. CONSENSUS/SOCIAL PROOF 3 Ways You Can Use Social Proof

Encourage them to follow people who have done

what you want them to do.

• Collect statistics, testimonials, images, or videos to show them

how many people are already doing it.
• Find stats or examples that are as similar to them as possible.
A moderate but extremely specific testimonial is better than
a glowing, general one.
• Find ways to display or communicate positive reviews early.
• Avoid giving social proof for behaviors you don’t want (e.g. “67%
of people forget to do X—don’t be one of them!”)

Remember to use these principles ethically in situations where they already exist naturally. If you use them
unethically, any short-term gains will almost always be followed by long-term losses. You can find more on the
science behind these techniques at influenceatwork.com.

this was brought to you by influence at work | to learn more, visit us at www.influenceatwork.com