Persuasion 101

“The Psychology of Persuasion" by Robert Cialdin

1. Reciprocity: People will return a favor, so give something first to gain trust.

2. Social proof: People follow the actions of others, use numbers and experts.

3. Authority: People respect those in power, be an expert, and use authority

symbols.

4. Liking: People are more likely to comply with those they like, establish rapport.

5. Scarcity: People want what is rare, highlight exclusive offers and limited time.

6. Consistency: People want to be consistent with their actions, ask for small
commitments.

7. Consensus: People follow the actions of others, show group agreement

8. Unity: People seek unity, help them find common ground

9. Self-image: people want to be consistent with their self-image, align your request
with their values

10. Emotion: People buy on emotions, appeal to feelings and not just logic.

“Made to Stick: Why Some Ideas Survive and Others Die" by Chip Heath

1. Simplicity is key. Remove unnecessary information to make your message clear

and memorable.

2. Use analogies and stories to make your message relatable and easy to
understand.

3. Create an emotional connection to make your message more memorable.

4. Use unexpected elements to grab people's attention.

5. Use concrete and specific language to make your message more convincing.

6. Repeat key information to ensure retention and understanding.

7. Keep your message concise and to the point.

8. Use clear and direct language to convey your message.

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 9. Use examples to help people understand complex information.

10. Use visuals to help explain and reinforce your message.

"Pre-Suasion: A Revolutionary Way to Influence and Persuade" by Robert

Cialdini

1. Influence starts before the message is even delivered, focus on the context first.

2. Attention is the scarcest resource, direct it with pre-suasion techniques.

3. Use social proof to increase trust and persuasion.

4. Scarcity increases perceived value, use it strategically.

5. Consistency bias makes people follow through on previous commitments.

6. Create a sense of urgency to increase the chances of persuasion.

7. Use stories to make ideas more memorable and persuasive.

8. Leverage authority and expertise to increase influence.

9. Use likability to build stronger connections and persuasion.

10. Find the right balance between focal points and peripheral cues to guide
attention.

"Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger

1. To create contagious content, make it interesting and novel.

2. Use social influence: people are more likely to adopt an idea if they see others
doing it

3. Create a sense of urgency or scarcity

4. To make an idea spread, make it easy to understand and remember

5. Use storytelling to make a message memorable

6. Highlighting the benefits of an idea can make it more appealing

7. Use positive emotions to create a positive association with an idea

8. Use public commitments to increase adoption of an idea

9. Make the idea actionable & practical.

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 10. Use Influencers and Trusted sources to increase the credibility of an idea.

"The Art of Rivalry: How Competition Makes us Stronger" by Scott Galloway

1. Competition breeds excellence.

2. Healthy rivalry drives innovation and growth.

3. Strong rivals force us to up our game.

4. Fear of losing is a powerful motivator.

5. Companies benefit from having strong competitors.

6. Copycatting rivals leads to complacency.

7. Rivalry drives market segmentation.

8. Companies should embrace their rivals.

9. Successful companies use competition to their advantage.

10. Rivalry should be welcomed, not feared.

Actionable Exercises

1. Give something first to gain trust and create a sense of reciprocity.

2. Use social proof, numbers, and experts to show that others are following a
certain action.

3. Establish authority and use symbols of authority to gain respect.

4. Establish rapport and build likability to increase compliance.

5. Highlight exclusivity and scarcity to increase perceived value.

6. Ask for small commitments to increase consistency in actions.

7. Show group agreement to increase persuasion through consensus.

8. Help people find common ground to create a sense of unity.

9. Align requests with people's values to appeal to their self-image.

10. Appeal to emotions, not just logic, to increase persuasion.

11. Remove unnecessary information to make messages clear and memorable.

12. Use analogies and stories to make messages relatable and easy to understand.

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 13. Create emotional connections to make messages more memorable.

14. Use unexpected elements to grab people's attention.

15. Use concrete and specific language to make messages more convincing.

16. Repeat key information to ensure retention and understanding.

17. Keep messages concise and to the point.

18. Use clear and direct language to convey messages.

19. Use examples to help people understand complex information.

20. Use visuals to help explain and reinforce messages.

21. Focus on the context first to influence before the message is delivered.

22. Direct attention using pre-suasion techniques.

23. Use social proof to increase trust and persuasion.

24. Use scarcity strategically to increase perceived value.

25. Create a sense of urgency to increase the chances of persuasion.

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