This month I cover the seminal work of Dr. Robert B. Cialdini, the social scientist at Arizona State University and author of Influence: Science and Practice, which Fortune Magazine lists as one of "75 Smartest Business Books." From his thirty years of researching human behavior, Dr. Cialdini has distilled six principles of persuasion; he says one or more of those principles are at work in the background whenever an individual influences another to declare a preference, identify with a cause, make a purchase, or even just to "connect" with someone on LinkedIn or to "follow" someone on Twitter. (A big thank you goes to Michael Egan for introducing me to Dr. Cialdini's work years ago.)
Dr. Cialdini's six principles of ethical influence apply to the basic principles at work when business gets done over the web; they also apply to person-to-person selling, selling via direct mail, traditional advertising, personal communications or business communications via any other media. They say more about us as social animals than they do about the technology we use to socialize.
When Dr. Cialdini speaks of "ethical influence," he means the exercise of persuasion that derives from a legitimate company or person working for legitimate ends. In his words, "The ethical use of influence means: being honest; maintaining integrity; being a detective, not a smuggler or bungler." He speaks of himself as being a "detective of influence."
Here in brief are Dr. Cialdini's six "weapons of influence," which he says "are the subtle, yet powerful 'gears' capable of transforming virtually any interaction…[to obtain] measurable results."
1. Reciprocation. When people realize someone is doing something nice for them, they will be motivated to return the favor. I ask you: Why do pharmaceutical companies give out free samples? Tequila companies give out free shots? Restaurants give "2 for 1s" on certain nights? And why does Chuck Lustig give free writing advice. The answer is reciprocation. If a business-to-business company wants to assemble a list of prospects, it might "give away" a white paper, but not until interested parties fill in and submit a registration page. Why do they do this? Reciprocity. The moral? When on the web, always be the first to give service, information and concessions. You will be rewarded.
2. Commitment & Consistency. Have you ever noticed that non-profits usually ask you to make "a pledge," which they later bill you for? Why is that? Why don't they just send you a bill, let you fill in the amount you want to give and ask you to pay it straight away? The reason is simple: Researchers have found people are willing to commit to more money in an environment where they don't actually have to part with money. Dr. Cialdini found that once you get people to make a commitment, even if it is just a matter of filling in and sending in a pledge card, people are far more likely to honor their commitment, even if, as they are writing out the check, they are saying to themselves, "Too much! What could I have been thinking when I pledged that much?" Have you ever purchased a car or a home and found that, as you were working out the financing, the loan or mortgage turned out to have higher monthly payments than you first thought? Why did you not just walk away? Because you were committed; and being consistent with your commitment is a powerfully persuasive principle of ethical influence. After you've shopped online at a new website, the retail chain will typically begin e-mailing specials to you. Have you noticed that the "specials" are in the same price range and product category as the product you just purchased? Is that a coincidence? As you become a regular customer, the e-mail "specials" will be more expensive. Why is that? Think of it as a corollary to Dr. Cialdini's commitment and consistency principle: When you are building a relationship, start with small commitments and build. Why do you think automobile salesman begin by asking, "What color do you like best?"
3. Social Proof. People will do things they see others doing. Why were sophisticated investors hoodwinked by Bernie Madoff? Because Madoff was already doing business with their friends who were also sophisticated investors. In a famous experiment of Dr. Cialdini's, one or more people who were in on the experiment would stand around looking up at the sky. That's all they would do: Stand around looking up. Passersby would invariably look up to see what the others were seeing. Once, when this experiment was performed, so many people were looking up, it blocked traffic in an intersection. "Social proof" is the reason why websites use client or customer testimonials and case studies—to give the impression "everyone is doing it." It's the reason why certain people Twitter certain opinions or their approval of certain products. Let's face it: Were social animals. And isn't this the basis of political correctness as a trend?
4. Authority. People obey authority figures. This is the reason why credentials are so important; also why professionalism and industry knowledge are so crucial. On the web, it is apparent the way each company puts across its authority in areas that are key to its business. Companies will pay analysts to perform research and write white papers so they can position themselves at the forefront of thought leadership. Companies position themselves as authorities by fielding research. The news networks partner with newspapers and news magazines to field opinion polls. The American Automobile Association tracks the price of gasoline nationwide in order to position itself as the authority on auto travel in the U.S.
5. Liking. People like to buy from people who they sense are just like them. The success of Tupperware home parties and other home-party businesses are a result of people buying from people they like—where the walls between "salesman" and "customer" melt away. It is because of "liking" that social networking sites are so persuasive today. I think this principle is behind the success of the entire social networking craze. People want to "connect" with people they like.
6. Scarcity. Offers are available "for a limited time only," or available to "one family only." Movies open in LA and NYC to spread the buzz before opening elsewhere. This principle explains the shortage of "Beanie Babies" in the 1980s as well as iPhones and tickets for various rock and country acts. It's the law of supply and demand, after all.
If you look closely at every aspect of what is happening on the web today, you will see one or more of Dr. Cialdini's principles at work. If you are planning a website, campaign or any kind of social networking initiative, it pays to factor in all six weapons of influence.
An EWA-reader testimonial:
"I gave Chuck the challenge of writing a two-paragraph value proposition for a new company I was founding with a number of partners. The other partners and I sat with Chuck for a little over an hour and answered his well thought-out questions. About a week later, Chuck sent us two paragraphs that I was very impressed with. They not only summed up who we are and what we offer; they gave prospects extremely persuasive reasons whey they should contact us. That's ExcitingWriting."
John Ball
Managing Partner
SeatonHill
Monday, August 24, 2009
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