In this highly acclaimed book, Dr. Robert B. Cialdini explains the psychology behind why people say yes and how to apply these insights ethically. The book outlines six universal principles of influence: Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority, and Scarcity. The new and expanded edition includes a seventh principle, Unity, along with new research, insights, and examples. Cialdini uses memorable stories and relatable examples to make the subject accessible and easy to understand, helping readers become more skilled persuaders and defend themselves against unethical influence attempts.
00:00 Intro
00:23 What is principle-based marketing?
02:11 Setting your unique principles
02:58 The principles of influence as a framework
03:56 Ethical aspects
04:19 The principle of liking
04:56 We like people like us (pointing to similarities)
06:05 We like people who like us (genuine compliments and meaningful praise)
07:25 Practical examples of how to trigger likability, LinkedIn
08:56 Scaling effects with a principle-based approach
09:36 Making decisions based on real data
10:13 Set your principles or others will
In this episode of Brand New Thought, Razmik dives into principle-based marketing with an emphasis on creating genuine connections through the principle of liking.
Razmik shares practical examples, based on studies, that help ethically move people in your direction (e.g. - pointing to similarities).
If you don’t set your principles, someone else will - start taking control of your brand’s narrative today!
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