Principles from Robert Cialdini, the Godfather of Influence
Giving Yourself the Permission to Fail
Estimated reading time (5 minutes)
Happy Friday, everyone.
Every Friday, I share one principle that can help you in your life or business, one thought-provoking question, and one call to action toward that principle.
Principle of the Week
“Rather than asking people for their opinion, ask them for their advice.”— Robert Cialdini
Robert Cialdini is the godfather of the psychology. His book “Influence: The Psychology of Persuasion” has sold over 5 million copies and has helped countless salespeople learn the fundamentals of creating connections and influence in their sales efforts.
In 1984, Professor Robert Cialdini unveiled his influential book "Influence." His work was so highly regarded that Charlie Munger, a renowned figure, sent him a thank-you note along with a substantial gift of Berkshire A stock, a gesture worth $75,000 at the time. Munger, in his famous Harvard speech on "The Psychology of Human Misjudgment," lauded Cialdini's book, proclaiming that everyone should have it. He urged his audience to acquire copies for their children and friends, deeming it an investment like no other.
Cialdini's journey began by studying "compliance professionals," a term he coined to encompass individuals skilled in the art of persuasion, including salespeople, fundraisers, marketers, and more. Interestingly, he found that these tactics often work on us, causing self-influence to our detriment. Unfortunately, mere awareness of these tendencies is insufficient to shield us from their impact on our judgment and decisions.
As someone who openly admits to being an "easy mark" for sales tactics, Cialdini set out to unravel the methods used by compliance professionals in swaying people's decisions. Armed with a background in experimental social psychology, he conducted extensive research over several years, blending laboratory studies and real-world interactions with college students and industry professionals. This journey revealed a fascinating insight: the myriad tactics used to elicit a "yes" from individuals largely fall into six fundamental categories, each rooted in a profound psychological principle guiding human behavior and imbuing these tactics with their remarkable influence.
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Question to Ponder
Do you know any “compliance professionals” who have been in your life lately? How do they use influence principles to try to manipulate you?
Call to Action
Defending ourselves against unscrupulous characters attempting to influence us is a critical skill, and it's one where Robert Cialdini's principles of influence come to the rescue. Cialdini's research and these real-life examples provide valuable insights on how to protect ourselves. Here are ten principles you can use today:
Reciprocity Awareness: Imagine you attend a free investment seminar where the stockbroker offers you a "free" salmon dinner. They may expect that, in return, you'll consider allowing them to manage your wealth. One real-life example is financial advisors who offer free consultations, hoping you'll reciprocate by becoming their client. Acknowledge that when someone gives you a gift, even as small as a free dinner, they may expect something in return. Often, what they ask in return can be far more valuable than the initial gift. Be mindful of this and avoid accepting gifts that come with strings attached.
Reject and Retreat: Picture a car salesperson initially asking for a high price for a vehicle, knowing you'll likely reject it. Then they "fall back" and propose a lower, more reasonable price. You might feel more inclined to agree, even though it's still higher than you'd prefer. In negotiations or when presented with a request, try making a larger request first. When it gets rejected, follow up with your actual, smaller request. This technique can work more effectively than proposing your actual request upfront.
Understanding Commitment: Consider an online subscription service. You might initially agree to a free trial but must enter your credit card information. Later, when the trial expires, they start charging you. Your initial commitment makes it more challenging to cancel. Many companies have learned a beautifully simple trick that cuts the number of cancellations drastically. They merely have the customer, rather than the salesman, fill out the sales agreement. Realize that when you commit, whether written or verbal, it influences your attitude and behavior. Written commitments, in particular, are highly effective due to the extra effort they require. Think twice before committing to something.
Foot-in-the-Door: Think of a charity organization asking for a small donation, and after you've given, they ask for a larger contribution. Your initial small commitment makes it more likely that you'll agree to the bigger request. Be cautious when small commitments are used to manipulate your self-image. Small concessions can gradually lead to larger ones. Stay vigilant about how your self-perception is being influenced.
Canned Laughter and Social Proof: Recall watching a TV sitcom with a laugh track. Even if you didn't find it funny, the laughter cues might have influenced your perception of humor. This is a classic example of social proof influencing your judgment. Recognize that external cues like canned laughter on TV shows or social proof can sway your judgment. Keep your own counsel and be less influenced by what others seem to think.
Scarcity and False Urgency: Think about a limited-time offer on an e-commerce site. The countdown timer creates a sense of urgency, encouraging you to make a purchase. But is the scarcity real, or is it a marketing ploy? Bernard Madoff when approaching new marks liked to make a big show out of telling people in public that they would not be allowed to invest in his fund. The more he told them he was not willing to manage their money, the more they wanted to do so since he created a false sense of scarcity. When someone creates a sense of scarcity by claiming something is limited, step back and consider if this is a genuine scarcity or a manipulative tactic.
Symbols of Authority: In an online course, the instructor might be dressed in a way that signifies authority, such as a lab coat. It's crucial to evaluate whether the authority is genuine or just for show. Authority figures can wield significant influence. Remember that the appearance of authority can be misleading. Evaluate the actual credentials and legitimacy of these figures.
Deadline Pressure: Consider a flash sale event. The limited-time nature of the sale creates pressure, making you more likely to buy. Pause and reflect on whether the urgency is real or merely a marketing tactic. Be aware that the ticking clock can lead to hasty decisions. In high-pressure situations, take a moment to reflect and ensure the urgency is real, not artificially induced.
Limited Number and Seating Strategies: Think of a concert ticket website displaying a message like "Only 5 tickets left!" This suggests high demand, but is it an accurate representation of availability? When businesses claim limited availability or seat early patrons near windows, be skeptical. Evaluate whether these claims reflect genuine scarcity or are merely tactics to spur action.
Luncheon Technique: Imagine a business luncheon meeting where you feel more favorably towards a colleague or a proposal. The setting and context can influence your perceptions and decisions. Keep in mind that the setting can influence your feelings towards people or things. Separating the experience from the context can help you make more objective decisions.
By understanding these principles and being mindful of how they are applied, you can better protect yourself from unscrupulous influences and make more informed decisions.
Video of the Week
If you want to learn more principles, I interview founders on my podcast, The First 100, where they share how they acquired their first 100 paying customers. This week:
Episode 110 - The First 100 with Bob Moesta, the co-creator of the Jobs To Be Done framework
Episode 111 - he First 100 with David McFarland, the co-founder of Coterie Insurance
Things I Came Across This Week
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