Using Persuasion Principles to Influence and Succeed

To effectively persuade others, you must first be open to persuasion yourself.

Negotiations, whether personal or professional, tend to stall when you expect the other party to do something that you are not demonstrating yourself. If you want someone to move from their position towards yours, show that you're willing to do the same.

A core principle of influence is reciprocity. When you give something, the other party is likely to want to give something in return—it's a universal norm.

However, we often focus too much on our own perspectives and not enough on understanding others'. To begin to influence others effectively pay attention to their needs, and interests, not just your own.

If you haven't yet read Robert Cialdini's book 'Influence - The Psychology of Persuasion,' I highly recommend adding it to your list.

Robert Cialdini, a prominent psychologist, identified seven key principles of persuasion, widely used in marketing, sales, and negotiation.

By understanding these 7 behavioural psychology principles, you can more effectively influence others to achieve better outcomes and protect yourself from being exploited by those who use these principles against you.

A Quick Intro to the Principles of Influence:

𝟭. 𝗥𝗲𝗰𝗶𝗽𝗿𝗼𝗰𝗶𝘁𝘆: This principle is based on the idea that people feel obligated to return favours. Eg: If a colleague helps you with a project, you're likely to help them in return when they need assistance.

𝟮. 𝗖𝗼𝗺𝗺𝗶𝘁𝗺𝗲𝗻𝘁 𝗮𝗻𝗱 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆: People like to be consistent with the things they have previously said, done and their own sense of identity. Eg: If you publicly commit to a challenge, you're more likely to follow through because you want to be seen to be consistent with your commitment and your identify as someone who can be trusted to do what they say.

𝟯. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗣𝗿𝗼𝗼𝗳: People often look to others to decide what is correct or acceptable. Eg: If you see a restaurant is crowded while others are empty, you might think the crowded one is better and choose to eat there - this principle is especially effective when you're uncertain about what to do.

𝟰. 𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆: People tend to respect and follow the lead of credible, knowledgeable experts. Eg: A doctor's advice on health matters is often followed because they are seen as an authority in their field. Authority can also be achieved through other means - Eg: Influencers using follower numbers as credibility and authority markers.

𝟱. 𝗟𝗶𝗸𝗶𝗻𝗴: People are more easily persuaded by people they like. Eg: You might be more inclined to buy a product recommended by a friend or someone you admire than the same product advertised by a stranger.

𝟲. 𝗦𝗰𝗮𝗿𝗰𝗶𝘁𝘆: The perception of scarcity generates demand; people are more likely to want something if they believe it's in short supply. Eg: Limited-time offers in stores can lead people to buy quickly for fear of missing out. Or subscribe for 'secret' insights that aren't widely known.

𝟳. 𝗨𝗻𝗶𝘁𝘆: People are more easily persuaded by someone who they perceive as part of their 'ingroup' or who shares a common identity with them. Eg: You're more likely to participate in a neighbourhood clean-up if it's organised by your neighbours, as this taps into your shared identity as members of the same community. Or follow someone on LinkedIn if colleagues you know are doing the same.

CLOSING THOUGHTS

As you embrace these principles of influence, you'll discover several key benefits:

• Clarity in Your Strategy: By understanding basic human drivers, you'll be able to create strategies that are more focused and deeply resonant.

• Ethical Persuasion: With a principles-first approach, you ensure that your methods of influence are ethical and sustainable, building long-term trust in your relationships.

• Adaptability in Your Approach: These principles provide a stable foundation, allowing you to adapt your techniques to various scenarios and protect yourself from being unduly influenced by others.

• Innovation in Your Interactions: Understanding the root behaviours and motivations, you're equipped to innovate more effectively, crafting unique approaches to persuasion and influence in your daily life.

Remember, your journey in mastering these principles is not just about influencing others; it's about enhancing your understanding of human behaviour and improving your interactions in every part of your life.