Influence has been the go-to book for marketers since its release in 1984, which delivers six key principles behind human influence and explains them with countless practical examples.

The book outlines 6 powerful principles, which influence the way we make decisions. Cialdini calls them shortcuts, which, if triggered, make us jump to conclusions faster.

Therefore, our brains like to use them, even when they’re used against us, for example to trick us into buying something.

Here are my favorite 3 of the 6:

You can use the reciprocity bias to build up a massive good karma account.

The scarcity bias works, because we hate to miss opportunities.

Make a small commitment to trigger your consistency bias and reach your goal.

Even though the reciprocity bias is one of the foundational reasons why we’re alive, today it’s often used against us.

We always feel compelled to return a favor, and marketers know this

Go out of your way to help other people and you’ll naturally build up a massive good karma account. No tricks needed.

The fact that you get so angry at yourself for not buying those jeans last week when they were on sale, or got that delicious pizza before they ran out for the day, is the reason why the scarcity bias works.

We beat ourselves up a lot for missing opportunities, regret is a powerful feeling.

The scarcity bias is one of the most widely abused ones, so try to spot it wherever you can

A small commitment sure goes a long way, because it triggers your consistency bias.

Use mini commitments to jumpstart reaching your goals and then let the consistency bias take you the rest of the way.

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