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Scarcity

Scarcity is one of the six principles of influence identified by Robert Cialdini. If you hear that something is scarce, you want it even more. In the UK we occasionally get petrol scares and en masse, the car drivers flock to the nearest filling station we predictable results. If petrol wasn’t scarce and it was […]

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Authority

Authority is one of Richard Cialdini’s six factors of influence. From childhood we are taught to trust people in authority and to do as we are told – parents, teachers, policemen, doctors etc. This can easily lead to abuse – see this video with Millgram’s electric shock experiment where the authority figure authorises the use […]

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Liking

Liking is one of Robert Cialdini’s six factors of influence. You will find that I use the phrase “know, like and trust” throughout Your Profit Club, almost as a euphemism for the marketing and sales process. Robert Cialdini identified four factors for liking: Physical attractiveness Similarity Compliments Familiarity It may seem unfair but people who […]

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Social Proof

Social proof is one of Robert Cialdini’s six principles of influence. As a short cut for decision making, in situations where we are uncertain what to do, we look to others to set the example. If you do as others do, then it must be the right thing to do. But if you do different […]

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Consistency & Commitment

Consistency and commitment are another of the six principles of influence identified by Robert Cialdini. We have a desire to appear consistent with our past behaviours and beliefs. If you hear that someone is “inconsistent”, you think that’s a bad thing. They are not reliable. You can’t depend on them. And if you do something […]

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Reciprocation

Reciprocation is one of Robert Cialdini’s Principles Of Influence. The idea is that if someone does something good for you, then it creates an automatic feeling of obligation to return the favour and do something nice back to them or for them. This conditioning begins in childhood when we are taught by our parents and […]

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Robert Cialdini 6 Principles Of Influence

If you want to go deeper into influence and persuasion then Robert Cialdini’s book called “Influence” is superb – informative and fascinating. It is based around the six principles of influence which work because they can create automatic responses. Just like Pavlov’s dogs, we are creatures of habit and when we meet certain stimuli, we […]

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Joe Sugarman: Triggers

This is one of my favourite marketing books written by a direct response marketing legend behind the BluBlocker sunglasses and many more products. The sub-title is “30 Sales Tools You Can Use To Control The Mind of Your Prospect to Motivate, Influence and Persuade”. Unfortunately it’s out of print at the moment but I heard […]

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