6 Principles of Influence - Robert Cialdini www.canny.com.sg Looking for SEO in Singapore, or any digital marketing services? Contact us.

1. PRINCIPLES
CIALDINI'S
6OF INFLUENCE
THE PSYCHOLOGY OF PERSUATION

2. PRINCIPLES
OF 1 INFLUENCE
HOW DOES IT WORK?
RECIPROCITY

3. PRINCIPLES
OF 1 INFLUENCE
Reciprocity - How does it work?
If you do something nice for
someone, they’ll do something nice
for you — return the favor, tit for
tat…you get the idea.

4. PRINCIPLES
OF 1 INFLUENCE
Reciprocity - How do you apply it?
Regardless of your
business, there’s probably
something you can give
away. e.g. free samples

5. PRINCIPLES OF
2 INFLUENCE
COMMITMENT
&
CONSISTENCY
HOW DOES IT WORK?

6. COMMITMENT &
CONSISTENCY
When people are presented with an
idea or appeal that fits their self-image,
they are very likely to convert.
People who make commitments
tend to follow through with those
commitments.
PRINCIPLES OF
2 INFLUENCE
How does it work?

7. Who is your customer
UNDERSTAND
Their desires and self
image
TARGET
For some action
ASK
COMMITMENT & CONSISTENCY - how
to apply it?
PRINCIPLES OF
2 INFLUENCE

8. PRINCIPLES OF
2 INFLUENCE
commitment and consistency
e.g. Dove's Social Campaign

9. PRINCIPLES OF
3 INFLUENCE
How does it work?
Social
Proof

10. Social Proof - How does it
work?
People will buy, see, do what other
people buy, see, and do.
PRINCIPLES OF
3 INFLUENCE

11. PRINCIPLES OF
3 INFLUENCE
CREATE CONTENT THAT
GETS COMMENTED ON. USE
TESTIMONIALS. SHOW
FACEBOOK LIKES AND
TWITTER FOLLOWERS.
63% LIKES
1500
Social-proof - How Do You Apply It?

12. PRINCIPLES OF
4 INFLUENCE
AUTHORITY

13. Authority figures wield enormous
influence: People will respect and listen
to authority figures who have an
important message, an effective style,
and a platform from which to speak.
"INFLUENCE BY AUTHORITY IS AN
INCREDIBLE SOURCE OF POWER."
PRINCIPLES OF
4 INFLUENCE
Authority - How Does It Work?

14. IT IS POSSIBLE TO GAIN AUTHORITY THROUGH
CONTENT MARKETING
WITH MORE CONTENT YOU WILL BEGIN TO GROW
YOUR PLATFORM, ASSERT YOUR EXPERTISE, AND
GAIN THE RESPECT OF OTHERS WITHIN THAT NICHE.
PRINCIPLES OF
4 INFLUENCE
Authority - How do you apply it?

15. LIKING
PRINCIPLES OF
5 INFLUENCE

16. WHY?
LIKING - HOW DOES IT WORK?
Because you have established
relationships with them.
PRINCIPLES OF
5 INFLUENCE
The people most likely to buy from you are
people that like you.

17. PRINCIPLES OF
5 INFLUENCELIKING - HOW DO YOU APPLY IT?
Usepeople pictures.
Use
a normal human
voice in your
writing.
Create
a positive and
active social
presence.

18. Scarcityhow does it work?
PRINCIPLES OF
6 INFLUENCE

19. If people think that
something is going to
run out, they will rush to
buy it.
(scarcity doesn't need to be a reality. people
simply need to think that something is scarce
in order to be compelled into action.)
scarcity - how does it work?
PRINCIPLES OF
6 INFLUENCE

20. SCARCITY - HOW DO
YOU APPLY IT?
1. Put a timeline on it.
△ Tell users that signup is closing on Friday.
△ If it’s a sale, put an expiration date on it.
2. Put a number on it.
△ Declare that your webinar will be capped at 500
attendees.
△ Your sale is limited to the first 200 purchasers.
PRINCIPLES OF
6 INFLUENCE

21. Cialdini’s principles can and should affect every
area of our digital marketing experience– From
landing page design, to branding, to social
interaction.