If you are an internet marketer and can read only one book on persuasion, read Influence: The Psychology of Persuasion by Robert B. Cialdini. Journal of Marketing Research writes \u201cFor marketers, it is among the most important books of the last 10 years.\u201d\n\nBook: Influence: The Psychology of Persuasion\nPrice: $15 (Click Here to Purchase)\nAuthor: Dr. Robert B. Cialdini\nOpinion: Recommended\nClick to DISCOVER a Proven Path to Financial Independence!\nInfluence: The Psychology of Persuasion\nIn Influence, Cialdini shows us how the human brain often takes shortcuts when faced with a decision. And, how a knowledgeable person can trick the brain of another person to make a specific decision.\n\nCialdini\u2019s work is important for two reasons. As a marketer, you may improve sales and conversions if you use some of the methods of influence detailed in his book. However, be careful as it can easily be overdone and appear manipulative.\n\nMore importantly, knowing how our mind works and how it may betray us when faced with weapons of influence, will help us avoid scams.\n\n\nReason Why.\nThe \u2018reason why\u2019 is a good example of how our mind will take a shortcut to form a decision.\n\nIt was shown in experiments that by simply giving a \u201creason why\u201d will influence people to cooperate. The \u201creason why\u201d doesn\u2019t have to be logical either.\n\nIn an experiment described in Influence, several people are waiting to use a copy machine, when one person asks; \u201cCan I use the copy machine before you because I\u2019m in a rush?\u201d 94% of the time when this \u2018reason why\u2019 was given, that person was permitted to move to the head of the line.\n\nI know of an unethical online marketer who sells a bogus marketing course for $300 with no refund. He explains away his no refund policy \u201cbecause of the time he invests with each of his students.\u201d In reality, he spends no time with his students, but the word \u2018because\u2019 satisfies a prospect enough for them to hand over their money knowing there is no refund.\n\nAnother trick of influence is used in retail sales. The sales person shows the customer the most expensive product first. Then shows them less expensive products. This strategy consistently results in customers spending more money because, in comparison to the expensive product, the less expensive product seems like a bargain.\nClick to DISCOVER a Proven Path to Financial Independence!\nWeapons of Automatic Influence.\nCialdini isolated 6 Key Principles of Influence for tricking others into forming decisions. He called these methods weapons of automatic influence. Online, you will see many, if not all, of these weapons deployed in sales pages and videos.\n\nThese methods have evolved over centuries of marketing and scams and have been extremely powerful in the age of mass marketing. However, things have changed in the information age.\n\nThanks to the internet, anyone can research a product, service, individual or company and determine for themselves if an offer is legitimate. Also, if used heavy-handedly, the methods exposed in Influence may appear as hype and hard sell, resulting in fewer sales and conversions.\nThe 6 Key Principles of Influence.\n\n \tReciprocation\n \tCommitment & Consistency\n \tSocial Proof\n \tLiking\n \tAuthority\n \tScarcity\n\nReciprocation.\nIt's human nature to avoid indebtedness. Giving a small gift psychologically obligates the receiver to give something in return. This is often a donation or a purchase.\n\n\n\nCialdini illustrates this point with the strategy Hare Krishnas used to collect millions in donations. The Hare Krishna gave away cheap artificial flowers and refused to take them back. This act burdened the receiver of the flower with unconscious debt. The only way to resolve this debt was to make a donation.\nCommitment and Consistency.\nWe value consistency. We expect others to be consistent and we are subconsciously biased to behave consistently ourselves. In other words, we will automatically behave in a way that reinforces an earlier decision.\n\nIn digital marketing, commitment and consistency can obligate a newly acquired customer to buy a more expensive upsell. This is why the so-called \u2018dime sale\u2019 works. A product is offered for $10, a low threshold to get the customer across. However, once they purchase, they are met with a more expensive offer, perhaps a $29 product.\n\nThe customer is inclined to purchase the $29 product too because that would be consistent with the commitment she made when she bought the $10 product.\nSocial Proof.\nWe are social beings and we want to fit in. This means on an unconscious level we want to behave like the other people in our group.\n\nA bartender might seed his tip jar with a few bills to socially prove that the \u2018norm\u2019 is to give him big tips. Some churches do the same thing before they pass the offering plates.\n\nOnline, social proof is used in sales pages and in sales videos when images and quotes of satisfied customers are shown.\nLiking.\nNot surprisingly, we prefer to do business with people we like and who we feel are similar to us. Studies have shown that we subconsciously attribute kindness, honesty, and intelligence to people we find attractive.\nAuthority.\nWe naturally interact with authority figures differently. The more authority we project onto a person, the more likely we are to comply with their directives.\n\nAuthority is used in marketing when an actor in a police uniform pitches home security services or an actor dressed like a doctor pitches a weight loss product.\nClick to DISCOVER a Proven Path to Financial Independence!\nScarcity.\nIf we think an item is scarce, we are often moved to buy it. Like all the weapons of influence detailed by Dr. Cialdini, our impulse to purchase a product that is perceived to be scarce defies logic.\n\nOnline, you\u2019ll see this on sales pages with regularity and it makes no sense. You\u2019ll be told that there are only 3 copies left of a product although it\u2019s a digital product with infinite copies.\nThe Last Word on Influence.\nDr. Robert Cialdini holds a Ph.D. in psychology and it shows in his writing. Influence reads a bit like a dissertation. However, the information contained in it is pure gold.\nIf you found this article helpful, or have experience with the Psychology of Persuasion, please leave a comment below. Thank you.