“Secrets from the science of persuasion” by Robert Cialdini and Steve Martin offer some great tips for utilizing the power of persuasion and beginning to master a critical life skillset! It’s always great to have a starting point, and this video certainly provides a wonderful way to begin.

It is extraordinary when you think about it how much of our time we spend practicing the science of persuasion. With our peers at work, with our children, with our parents, with our friends…

Yet it is rare that we consciously think about getting better at this critical skill. While it takes a lifetime to get good at effective persuasion, this short video might be a great way to take the first step. Print out the six principles, stick them on your office wall, bathroom mirror, kitchen fridge and consciously try to get better.

  1. Reciprocation: People like (even feel obligated) to return favors
  2. Authority: People tend to look to experts for guidance. This can include precedent.
  3. Commitment/Consistency: People like to feel that they live and act in accordance with their values, that they keep their word.
  4. Scarcity: We tend to want what we can’t have. This makes the “fading or limited time offer” effective. In other words, “That which we obtain too cheaply, we esteem too lightly.”
  5. Rapport/Liking: If we like or care about others, we want to please them, say yes to them. People like to bond, to belong.
  6. Social Proof: The behavior of the group frequently guides individuals’ behavior. We look to others for clues on how to react.