The Knowledge Project with Shane Parrish
#122 Robert Cialdini - The Principles of Persuasion
Oct 19, 2021
Robert Cialdini, a leading expert in influence and author of bestselling books on persuasion, shares fascinating insights on the psychology of getting people to say “Yes.” He discusses seven principles of ethical persuasion, emphasizing the power of reciprocity and the importance of genuine relationships. Cialdini illustrates how comparisons between authority and expertise shape our trust and decisions. He also dives into how scarcity can trigger urgency, revealing how personal connections can enhance persuasive efforts in both life and business.
01:06:55
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Quick takeaways
- Reciprocity is a powerful principle in influencing others, where giving value through information or resources can improve outcomes.
- Popularity and social proof are important in persuasion, as people tend to follow the crowd and say yes to choices that others have made.
Deep dives
The Power of Reciprocity in Influencing Others
Reciprocity is a fundamental rule in human societies that obliges us to give back to others who have first given to us. By using reciprocity in influencing others, we can give value to people through information or resources that improve their outcomes. This principle is effective in sales strategies, as exemplified by Joe Gerard, the world's greatest car salesperson, who sent greeting cards to his customers every month, expressing his liking for them. By using the liking principle, which states that we prefer to say yes to people we like, Joe Gerard built rapport and trust with his customers, leading to tremendous sales success.
