Persuasion isn’t about tricking people into buying—it’s about understanding how human decision-making works and structuring your offers in a way that makes saying “yes” feel natural.
Dr. Robert Cialdini, one of the leading researchers in influence, identified six universal principles of persuasion that shape human behavior. These principles are used by top marketers, sales teams, and brand strategists to build trust, increase conversions, and drive long-term loyalty.
If you want to influence customers, increase sales, and build an authority-driven brand, these six persuasion principles should be at the core of your strategy.
The 6 Principles of Persuasion and How to Use Them
1. Reciprocity: Give Before You Ask
People feel obligated to return favors and match generosity. If someone gives them something valuable for free, they are more likely to say yes to future requests.
Examples:
• Free samples in grocery stores increase product purchases.
• High-ticket coaches offer free webinars packed with value before pitching a paid program.
• Software companies give free trials knowing users will feel invested and more likely to subscribe.
How to Apply This:
• Offer free, high-value content before asking for a sale.
• Use lead magnets (ebooks, guides, tools) to build goodwill and trust.
• Give bonuses or small gifts to customers before requesting reviews or referrals.
When you give first, people feel a natural pull to reciprocate with engagement or purchases.
2. Commitment & Consistency: Small Yeses Lead to Big Yeses
Once people commit to a small action, they are more likely to stay consistent with that commitment.
Examples:
• Signing up for a free trial makes people more likely to convert to paid subscriptions.
• Businesses that ask customers to take a small quiz before showing pricing increase conversions—people feel committed after investing time.
• Crowdfunding platforms show progress bars because people don’t want to abandon something they’ve already supported.
How to Apply This:
• Get customers to take small actions first (sign up, download, engage).
• Use progress indicators to create a sense of momentum toward a bigger decision.
• Encourage micro-commitments like “click to learn more” before showing purchase options.
When people feel like they’ve already started something, they are more likely to follow through.
3. Social Proof: People Follow the Crowd
Humans look to others for validation in decision-making. If a brand is trusted by many, it automatically feels more credible and desirable.
Examples:
• Amazon products with thousands of positive reviews sell better than unrated ones.
• Websites that display “10,000+ customers trust us” create instant credibility.
• Restaurants with long wait times appear more desirable than empty ones.
How to Apply This:
• Display customer testimonials, reviews, and case studies prominently.
• Use numbers like “Trusted by 50,000+ businesses” to reinforce trust.
• Showcase social proof in ads by featuring real customers and influencers.
People trust brands that others already trust.
4. Authority: Position Yourself as the Expert
People respect and trust credible experts more than unknown brands. If your brand is seen as an authority, customers assume your product is superior.
Examples:
• “As Seen In” logos from Forbes, Business Insider, and CNN add instant credibility.
• Doctors in white lab coats in commercials increase trust in medical products.
• Google ranks websites higher if they demonstrate authority in their field (E-E-A-T).
How to Apply This:
• Publish valuable educational content that positions you as a leader in your niche.
• Get featured in credible publications, podcasts, or media outlets.
• Use professional design, testimonials, and certifications to reinforce trust.
Authority-driven brands don’t have to sell hard—people trust them naturally.
5. Liking: People Buy From Brands They Relate To
People are more likely to buy from brands that feel familiar, relatable, and aligned with their values.
Examples:
• Personal brands like Gary Vaynerchuk and Alex Hormozi build engaged audiences by being authentic and likable.
• Brands like Apple and Nike use storytelling and emotional connection to build loyal customers.
• Influencer collaborations drive massive sales because customers trust and like the influencer.
How to Apply This:
• Use brand storytelling that makes your brand feel personal and human.
• Align with values and causes that matter to your audience.
• Show behind-the-scenes content, real people, and relatable stories.
The stronger the emotional connection, the easier it is to persuade.
6. Scarcity: People Want What’s Limited
The fear of missing out makes people act fast. When something feels exclusive, rare, or in short supply, it appears more valuable.
Examples:
• Luxury brands limit supply to increase desirability (Rolex, Hermès).
• Black Friday sales create urgency by offering deals for a limited time.
• Software companies use “Only X spots left” or countdown timers to drive sign-ups.
How to Apply This:
• Use limited-time discounts, exclusive bonuses, and scarcity tactics.
• Create VIP experiences that feel exclusive and hard to access.
• Show stock limits or countdowns to encourage immediate action.
Scarcity forces customers to decide now rather than wait.
How to Apply These Persuasion Principles to Your Business
If you want to increase sales, conversions, and customer trust, apply these six principles:
1. Use reciprocity—give value first to build trust.
2. Leverage commitment—start with small actions to lead to bigger ones.
3. Show social proof—use testimonials and trust signals.
4. Establish authority—position yourself as the go-to expert.
5. Make your brand likable—connect emotionally with your audience.
6. Use scarcity—create urgency to drive immediate action.
Brands that master persuasion don’t just sell—they influence buying behavior effortlessly.
What’s Next?
If you want to learn more about how to use psychology-driven persuasion to grow your brand, check out On Brand Behavior’s resources.
Which persuasion principle do you think is the most powerful? Let’s discuss.