Digital/Online Marketing Communications Strategy

How to Influence and Persuade [Infographic]

By on August 24, 2014 in content marketing, infographic with 0 Comments

A detail from the infographic How to Influence and PersuadeIf you work in advertising, marketing or public relations, then you’re in the business of persuasion.

Considering how many others are all trying to get someone’s attention for the very same reason, your ability to understand what motivates a person to say “yes” is key to your success.

There are plenty of books on the subject, among the more popular being Dr. Robert Cialdini’s Influence: The Psychology of Persuasion.

Six universal principals of influence

For his book — now considered a classic on its subject matter — Cialdini conducted extensive research to arrive at six universal principals for the power to persuade. These are:

Reciprocity: We tend to want to give back to those who do something for us or give something to us.

Commitment and Consistency: We are more likely to follow through with what we have agreed to do, either verbally or in writing.

Social Proof: If we see other people doing something, especially peers or friends, we’re more likely to do it, too.

Liking: We are more inclined to say “yes” to people we know and like and/or who are similar to us in some way.

Authority: The appearance of authority increases the odds that we will believe and agree with what is being said.

Scarcity: It’s the good ol’ supply and demand principal — the less there is of something the more valuable it is (or so we may think).

How to influence and persuade — the infographic

For the full scoop on all the principals and how to use them to boost your personal powers of persuasion, you can read Cialdini’s book, which has many enlightening examples.

Or, for a quick run-down, check out this infographic , from Everreach, a virtual phone service that wants to increase your ability to connect with others.

FYI, Everreach is located in London, and some of the vernacular in their infographic is in Brit-speak. Just so’s you know, mate.

How to Influence and Persuade infographic

Your two cents

What do you think of the six principals? Got any to add? Your comments welcome.


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About the Author

About the Author: Deni Kasrel is seasoned (slightly spicy) specialist in digital/online communications. .


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