The 6 Principles of Persuasion

“To persuade someone means that they understand your outlook, come to agree with it, and are influenced to follow an intended path. Having influencing tactics and persuasion skills can make you a more effective employee, no matter what industry you work in.” Joanna Pera stated in her latest webinar directed by the Hospice & Home Care Webinar Network. Joanna tackled persuasion, how to increase influence, and defined and reviewed the six principles associated with persuasion in depth. Below is a quick look at the principles.

The Six Principles of Persuasion

1. Reciprocity. One of the most basic principles of influence is to simply give that which you want to receive. In other words, doing right by others is a good way to get others to do the same for you.

2. Consistency. The principle of consistency is based on the power of active, public, and voluntary commitments, which results in people sticking to their word.

3. Social Proof. People rely on social cues from others on how to think, feel, and act in many situations. And not just any people, but peers. People they believe are similar to them. This is a key point and what is called social proof.

4. Liking. People like those who like them or who they perceive as friends. It’s a simple, yet powerful idea. The principle of liking can be used in multiple different ways.

5. Authority. When you are perceived as an expert in an area, others will be more likely to defer to you. Why? Often because experts can offer a shortcut to good decisions that would otherwise take a long time to devise themselves.

6. Scarcity. People value what is scarce — it is basic supply and demand. As things become scarcer, they become more valuable to others.

Persuasion is an art as well as a science. To fine-tune your skills, check out Joanna’s webinar: The Art & Science of Persuasion: Increase Your Influence.