WATCH: The Science of Persuasion

When we want people to say yes, a few simple tweaks that cost nothing can mean everything.

Forget increasing conversion rates. Sometimes it can be a struggle getting someone to acknowledge you exist, let alone getting them to do what you want.

But as we discussed in a previous post, humans are far less aware than we give ourselves credit for. And as creatives and entrepreneurs, we need to understand how we can make this all work in our favor.

Robert Beno Cialdi, the Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University, lists down six key factors necessary for persuasion.

The six universal Principles of Persuasion

1.) Reciprocity

2.) Commitment and Consistency

3.) Social Proof

4.) Authority

5.) Liking

6.) Scarcity

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