The six principles of ethical influence

The idea of becoming more influential always seems to generate a lot of interest and I remember last time I gave a presentation on ‘the power of influence’ it was standing room only.

There is a huge amount of material available on this subject but there is some that stands out as particularly powerful.
A few years ago I was fortunate enough to attend a seminar where Dr. Robert Cialdini was presenting the findings of his scientific research into the process of influence. What I learned were a collection of principles which are at the heart of all sales and marketing, and, therefore, growing your business. In fact when you are in any situation where you want to influence, knowing these ideas gives you a considerable advantage. Not only because you can learn to ethically use them yourself but also you’ll begin to recognise where they are being used on you! (and they are – all the time).

What Dr. Cialdini discovered, through scientific research, was that there are just six principles of ethical influence, which I will summarise for you.

Reciprocation
If someone does something for you then you are compelled to repay that kindness. You feel obligated to the giver. Why do businesses like to give away free samples, trial of services, or concessions? Because it induces reciprocation.

Scarcity
Why are diamonds expensive? Because we believe they are rare. When something is limited then the perception of its value increases. Businesses offer limited editions, buy now while stocks last offers, and exclusive information to emphasise scarcity.

Authority
When someone is considered to be in authority, or an authority, they can excerpt considerable influence. People often simply obey, without question. Professional credentials, expertise, and industry knowledge all fall into this category.

Commitment
When people make a commitment they want to remain consistent with that decision. They will feel internal pressure to stick with what they’ve said. If a business can get people to make a small commitment first they can build on it from there.

Liking
People like to do things for people they like. That’s why rapport is so important in selling. Even if we don’t really want to do something we’ll often do it just because we like someone (how else could they get people into a tuppaware party!). People who genuinely like people make the best persuaders.

Consensus
People often look to others for guidance before making a decision. Few people want to be the first to try something, preferring to see how others get on first. Businesses use client testimonials and the experiences of others to help people come to a decision to use their products and services.

What’s fascinating about these patterns is they induce what Cialdini calls a ‘click, whirr’ response, meaning that we respond in a mechanical way without thinking about it.
To help you recognise these patterns just start paying attention to advertising, promotional materials and commercial media. They are being used constantly.

With a little thought it’s possible to incorporate all these ideas into your communications and reap the rewards as a result.