The 7 influencing principles of Cialdini are used by many marketers to set up user experiences and marketing campaigns. But you can also use these principles to write better titles. Without falling into clickbait and false promises.
Why do people respond to requests from others? That is the central question that has occupied researcher and former professor Robert Cialdini from the start of his career. That career started in 1967 and after 17 years he already managed to define the first answers, which he described in the book ‘Influence’. This book contained 6 principles of influencing that had to explain the motives of people.
Although Cialdini is officially retired (he is now 75), his Armenia Phone Number work has never stopped. So it is possible that in 2016 the book ‘Pre-Suasion’ was published with its 7th and so far last principle. “But, ” he says , “unlike ‘Influence’, which mainly dealt with how best to structure a message to bring about agreement, ‘Pre-suasion’ describes the process of getting permission with a message. before it is sent.”
A brief explanation of the 7 principles of influencing
The 6 plus one principles are, in short:
- Reciprocity : the mechanism of giving, receiving and returning.
- Social Confirmation : If others do it, it must be good.
- Consistent behavior : if you say ‘yes’ once, you can say ‘yes’ again.
- Authority : if she (someone with status) says it, then it must be right.
- Sympathy : I like her and so I agree.
- Scarcity : soon it will run out, so I’ll have to buy it quickly.
- Unity : Someone like me agrees, so me too.
So, while most of the influencing principles are nearly 30 years old, they still appeal to marketers. And with good reason. Take Booking.com for example. Have you just been poking around for a nice hotel on the French Riviera, you continuously get messages like ‘2 people have just booked a room here’ and ‘only one room is available’. The stress level slowly increases and then you just book the hotel that seemed okay to you (and now). Because what if you don’t find anything better and soon all the rooms are gone?