Six Ways to Influence People
- "Reciprocity: this is basically the old biblical principle: Do unto others as you would have them do unto you. Put into action: if you want to get something, give something. The right order is important: offer something first. Then ask for what you want.
- Authority: we tend to follow the advice of experts. We have more trust in a doctor who is wearing a white coat and displaying diplomas on the wall. Put into action: in your area of expertise, find out what the 'white coat' is.
- Consistency: we look up to people who are consistent in their words and behaviors. Put into action: stick to one message. Don't follow every trend. Be the consistent one, people will remember you for that.
- Consensus: we are herd people. We do what others do. This is called 'social proof.' Put into action: if you want someone to do something, show others doing it ('People who bought this book also bought...').
- Scarcity: we all want that which is rare and we are all afraid to lose what we have. Put into action: it might not be enough to talk about the benefits of your offer; you also need to point at what people will lose if they fail to act. This is also true if people face change: they are usually scared of what they might lose. Therefore it's good to tell them what they will lose if they fail to move.
- Liking: this is the most universal principle: people prefer to say yes to people they like (p. 16-17)."
From: Krogerus, M., & Tschappeler, R. (2018). Translated by: Piening, J., & Jones, L. The communication book: 44 ideas for better conversations every day. New York: W. W. Norton & Company.