The 6 universal principles of persuasion and the most important one…


I originally found this gem of a video on Tina Roth’s (swiss-miss) site. It describes the six universal principles of persuasion based on Robert Cialdini’s seminal work, Influence. It’s informative, subtle and quite powerful. Look, it make me post this video here!

Science Of Persuasion – Influence at Work

In case you don’t have time to watch the video, these are the six principles (or shortcuts as the video refers as they’re simple, effective and don’t take a lot of time to apply) that I guess can you already resonate with:

  1. Reciprocity
  2. Scarcity
  3. Authority
  4. Consistency
  5. Liking
  6. Consensus

If you’re a reader, great! Check out the transcript of this video on Dr. Cialdini’s website. But I highly recommend that you read the book that goes a lot deeper. Just knowing the principles isn’t as good as studying them. You’ll be must wiser and know exactly how to apply these principles in your day-to-day life. It’s worth the 6-9 hours that you’ll take to finish the book. It’ll change your life for the good. It sure did change mine!

And while we’re on the subject of persuasion, I should mention that the ultimate skill underpinning even the six above is listening. (You didn’t see that coming, did you?) Most people don’t think much about listening because they can hear but the two are quite different. Becoming a great listener opens a great many doors of opportunities that would otherwise stay shut for you. I believe becoming a great listener should be everyone’s personal goal.

Here’s a 2010 clip from a BBC interview of actor, Alan Rickman (who sadly passed away in 2016) on the importance of listening. Note that the advice isn’t just for actors but each one of us. If only we try. (Hat tip to Jason Kottke for this.)

Source: The Importance of Listening by Jason Kottke

I hope you’re listening 😉

%d bloggers like this: