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Persuading people

Coaching women in business I find that part of every woman’s job is persuading others to take on her ideas, do what she asks them to or even buy what she’s selling. If that’s you, then you need to know Robert Cialdini’s six influence principles (Commitment and Consistency, Reciprocity, Social Proof, Authority, Liking, Scarcity).

The principles of influence

The video below summarises Influence with pictures and sound! So if you want to brush up on them, this could be a great investment of a quarter of an hour of learning time (or make it faster by downloading enounce, which has halved the time it takes me to watch video online!)

My clients have used these principles to persuade their spouses, their bosses and their colleagues to hop on board with their ideas.

You can persuade anyone of anything if you think it through well enough. Which means you can get stuff done!

Here’s some great examples of using social proof in social media marketing.

And here’s Cialdini talking about what he calls the seventh principle: Unity.

And reciprocity

Here’s an entire post on the strength of reciprocity in our hearts and minds. It ranges across a series of contexts: you’ll discover you’re doing it all the time.


And Cialdini recently published a new book, Pre-suasion. You can catch him talking about its principles for an hour here.

Other posts on influencing that you may like:

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