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The most significant aspect of this tome was the highlighting of Cialdini’s 6 Principles of Influence, which were reciprocity, commitment/consistency, social proof, authority, liking and scarcity.
Cialdini wrote a book called “Influence: The Psychology of Persuasion.” Since then, it’s been widely hailed as a seminal book on marketing, something everyone who is doing conversion optimization should read.
Here’s how you can use Cialdini’s 6 Principles of Persuasion to boost conversions. The idea of reciprocity says that people by nature feel obliged to provide either discounts or concessions to others if they’ve received favors from those others.
Cialdini’s first principle of persuasion states that we human beings are wired to basically want to return favors and pay back our debts. Psychology explains this by stressing that we humans simply hate to feel indebted to other people!
Basically, whatever the majority of people in an elevator does, an individual who joins this group inside of the elevator will copy.
For example, if the group looks to the back of the elevator, the individual will copy it and do the same, even if it looks funny!
Accessories such as job titles (Dr., for instance) and uniforms can infuse this air of authority into people, thus leading the average person to accept what a person in authority says without question.
You can see this in commercials that, for example, utilize doctors to front their ad campaigns.
Thanks to his very informative blog that churns out nothing but tips on making people money, regular site visitors are likelier to become actual customers of his.
Let’s say that you’re running a popular blog that offers its readers highly actionable and practical information that makes their lives better.
Of course, all of this information is offered for free; they just have to visit your site and absorb all of the details.
All you’ve got to do is sign up by entering your email address.
Clearly, this is a form of public commitment meant to get you to see yourself as a customer of the company.