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In his book Influence, Robert Cialdini outlined the “universal principles of influence” as reciprocity, liking, authority, social proof, scarcity, and consistency. Let’s see how many of these apply to a podcaster approaching investors in his regular audience about a fund:

Frederik Gieschen • The Rise of Media-First Investors

Before they are likely to change their minds, people want to be assured any decision they are being urged to make is wise. Under these circumstances, according to the model, the principles of social proof and authority should never be ignored—because evidence that a choice is well regarded by peers or by experts makes it, indeed, appear prudent.

Robert B. Cialdini • Influence, New and Expanded: The Psychology of Persuasion

THE PSYCHOLOGY OF DEALS

Jonah Berger • Contagious: Why Things Catch On

This

Dan Ariely • Dollars and Sense

Influence: Science and Practice

Google Search

so the word because triggered an automatic compliance response from Langer’s

Robert B. Cialdini • Influence, New and Expanded: The Psychology of Persuasion

‘If you’ve ever enjoyed our videos, please could you do me a favour, and hit the subscribe button?’ (This is a call to reciprocity – a psychological phenomenon that shows people will do something for you if they feel you’ve done something for them.)

Steven Bartlett • The Diary of a CEO: The 33 Laws of Business and Life

That’s the object of the commitment/consistency cue, also known as the “Four Walls” technique—not to scare buyers away, but to box them in, cause them to take a stand, and make a request that would demonstrate their commitment to their stand. You create an ad that poses four questions to your prospect, with each answer leading logically to the

Drew Eric Whitman • Cashvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make BIG MONEY Selling Anything to Anyone (Cashvertising Series)

THE PSYCHOLOGY OF DEALS