The 7 principles
of persuasion
Psychologist Robert Cialdini spent decades studying why people say yes. Seven principles came out of it. They all work on the same brain: the unconscious one, which decides before you notice.
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Seven principles, on one card.
Reciprocity, commitment and consistency, social proof, authority, liking, scarcity and unity, each with an example you will recognise.
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One question with each principle, for your own request.
Do I give first, or ask straight away? Do I start small? Am I part of their “we”?
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Only use them when the other person genuinely benefits.
That is the rule that comes with the principles. They work even when they are used badly, which is exactly why.
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Straight from the work of Robert Cialdini.
Cialdini described six principles in Influence (1984). He added the seventh, unity, in Pre-Suasion (2016).
The principles tell you what works, not when or for whom. In the online Fundamentals Course you learn to see first what holds people back, and only then choose what to design.