The Science of Persuasion

Or how to get others to say “Yes”

Researchers have been studying the factors that influence us to
say “Yes” to a request for over 60 Years. There can be no doubt
that there is a SCIENCE to how we are persuaded.

As we live in a more overloaded world we need shortcuts, or rules

of thumb, to guide our decision making.

Dr. Robert Cialdini, Regents' Professor Emeritus of Psychology

and Marketing at Arizona State University and his team, through
years of studies and research, have identified 6 Universal
Shortcuts that guide human behavior.

He published them in his respected 1984 book "Influence: The

Psychology of Persuasion."
 What are the shortcuts?

1. Reciprocity
2. Commitment
3. Social Proof

4. Liking
5. Authority
 1. Reciprocity

As humans, we generally aim to return favors, pay back debts, and

treat others as they treat us. Give a little something to get something
in return.
Example: Study conducted in Restaurants – did offering a gift increase
tips?

1 Mint = 3% Increase
2 Mints = 14% Increase
2 Mints w/Personal Touch = 24% Increase in Tips
 1. Reciprocity in Practice

Keys:
Offer Something first – allow them to be indebted to you
Offer something exclusive – allow them to feel special
Personalize the offer – make sure they know its from you

• Free downloadable learning guides on your website

• Personally signed birthday cards w/ small gift
• Risk Free Trials
1. Reciprocity: Marketing Example
 2. Commitment

We have a deep desire to be consistent. For this reason, once we've

committed to something, we're then more inclined to go through with
it.

This is activated by looking for, and asking for small commitments that
can be made.
 2. Commitment

Study: Most people were unwilling to put a large sign in their yard for
a drive safely campaign.
In a different neighborhood people were 4X as likely to put up the
sign. Why?
10 days previously they had agreed to put a small postcard in the
window of their home that signaled their support for a drive safely
campaign. That was the initial commitment that resulted in the 400%
Increase.
 Commitment in Practice

Keys: Look for Voluntary, Active and Public Commitments

• Employees set personal goals to achieve

• Involve members of the practice in planning
• One study saw by having patients fill in their own appointment
reminder missed appointments were reduced by 18%
Commitment: Marketing Example
 3. Social Proof

We tend to have more trust in things that are popular or

endorsed by people that we like. People will look to the actions
of others to determine their own.
 3. Social Proof
Study: Hotels may ask you to reuse your towels by talking about the benefits that reuse
has on environmental protection.

75% Compliance of people staying 4 days or more

When the message was changed to state that 75% of guests reused the towels

81% Compliance
When the message was changed to state that 75% of guests WHO STAYED IN THIS
ROOM reused the towels

90% Compliance
 Social Proof in Practice

• Patient Testimonials
• Robust and Active Referral Program
• Yelp or other review platforms
• Local ‘Best of’ Awards
Social Proof: Marketing Example
Social Proof: Marketing Example
Social Proof: Marketing Example
Social Proof: Marketing Example
 4. Liking

We’re more likely to be influenced by people we like. But what

causes people to like us? The science says there are 3
important factors.

1. People who are similar to us

2. People who pay us compliments
3. People who cooperate with us toward common goals
 4. Liking
Study: In a study of online negotiations carried out by MBA students
at two well known business schools one group was told Time is
Money – get right down to work.
55% were able to come to an agreement.

A second group was told before negotiating exchange some personal

information with each other, identify a similarity you share in
common. Then begin negotiating.

90% were able to come to an agreement.

And on average was 18% more profitable for each
party.
 Liking in Practice

Keys: To harness this principle look for areas of

similarity you share with others and genuine
compliments you can give before doing business.
Liking: Marketing Examples
Liking: Marketing Examples
 5. Authority

We follow the lead of credible, knowledgeable experts.

Example: Physical Therapists can persuade more of their

patients to comply with exercise recommendations if they
display their credentials (diplomas) on the walls of their
consulting rooms.
 5. Authority

We follow the lead of credible, knowledgeable experts.

Study: Real Estate agents had office staff mention their

credentials and expertise when fielding initial calls.

20% Rise in Initial Appointments

15% Rise in Signed Contracts
 Authority in Practice
Keys: Its important to signal to others that you
are a credible, knowledgeable authority before
you make your influence attempt.

However, you can hardly go around telling others

how brilliant you are, but you can get others to do
that for you.
 Authority in Practice

• Dress accordingly (i.e. lab coats)

• Display your degrees and credentials in office
• Hint at expertise on scheduling calls
• Testimonials
Authority: Marketing Examples
 6. Scarcity
This principle says that things are more attractive when their
availability is limited, or when we stand to lose the opportunity
to acquire them on favorable terms.

Example: When British Airways announced it would

discontinue offering its twice daily London to New York
Concord flight.

The very next day, sales took off.

 Scarcity in Practice
Keys: Its not enough to discuss the benefits of your services,
you must also point out what is unique about your services
and what they stand to lose if they fail to consider your
proposal.

• Open House Exclusive Offers

• If you offer something at a discount – make it for a limited
time.
• What makes your practice stand out from others?
Scarcity: Marketing Example
 The Six Principles of Influence.

1. Reciprocity
2. Commitment
3. Social Proof

4. Liking
5. Authority