Have you ever walked into a store and saw a product you are certain you need? You don't know why, but there is an urge to purchase specific goods. Well there is an explanation for this feeling and is called persuasion. Every day we are constantly exposed to direct or indirect forms or marketing that guide the decisions we make on a daily basis.

Persuasion is a very powerful tool, when used correctly it can move masses and drive conversion. Everyone thinks there is a secret technique to achieve growth, a Psychology and Marketing Professor set his goals on cracking the code and share it with the world. Robert Cialdini dedicated many years to studying how humans make buying decisions. Cialdini researched fields like marketing and sales to uncover precisely how certain people had the power to make others to “say yes” so often. As a result, he wrote a book the nowadays is still used by the best marketeers, Influence: The Psychology of Persuasion, published in 1984. 

Here is how you can use Cialdini's principles to drive conversions. 

Social Proof


  1. Reciprocity: people, are wired to be reciprocal.  When you give a someone something of value like information, advice, or a solution, you are increasing the probabilities that they’ll give you something back in return. 

  2. Consistency & Commitment: this principle is based on the power of active, public, and voluntary commitments, ending with people actually sticking to their word.  People are are bombarded with multiple choices to make every single day, for convenience, we usually make a single decision and then stick to it for all succeeding related choices.

  3. Social Proof: People tend to rely on social cues from others on how to think, feel, and act in many situations. People are more likely to recommend or use a product/service that has already been endorsed by a person they trust. You can use the influence of Experts, celebrities, users or peers. 

  4. Liking: It has been said that people can be easily persuaded by other people they like.  People we like tend to have the same beliefs, interests, and language as we do. This is why we trust more in word of mouth recommendations.

  5. Authority: There are a several ways to establish authority. One is to make visible all diplomas, credentials, and awards in the office or workplace to establish your background. It’s easier to trust an authority figure in the field. 

  6. Scarcity: the principle of scarcity draws the belief by creating a sense of urgency. It’s just basic supply and demand. There are many ways you can use this principle to persuade others. One is to make offers limited-time, limited-supply, or one-time, which immediately creates a sense of scarcity. Or you can also use one-of-a-kind specials like collaborations or anniversaries. 

These principles have a big impact because they detour our rational minds, and go directly to our subconscious instincts. When used properly and without abusing them, they can drive customer satisfaction, loyalty and sales while raising awareness for your brand.