Are You Leveraging the Science of Persuasion?

The science of persuasion is extremely powerful in building influence, and Robert Cialdini is the leading expert in this category. Did you know that there is a science to how we are actually persuaded? Don’t take my word for it. There are 60 years of research to back it up.

Although we would like to believe that we all make informed decisions, in reality we do not. The research is quite surprising and compelling, especially when you think about your interactions with existing and potential clients. Why not leverage the science of persuasion as you cultivate relationships both online and off?

Robert Cialdini reviews 6 short cuts in the video below as universals that guide human behavior. These universals are ethical and costless to implement. Additionally, I believe these principles can easily be applied to your online marketing and engagement activities.

6 Short Cuts that Guide Human Behavior


People are obliged to give back to others in the form of behavior or gift they have received. They are more likely to say “yes” to those that they owe, especially in the context of a social obligation. It also matters “how” you give.


People want more of what they have less of. Just communicating the benefits is not enough. Your proposition must be unique and your potential clients need to understand what they may lose if they don’t work with you.


It’s important to signal to others what makes you a credible, knowledgeable authority without having to say it yourself.


People like to be consistent with the things they have previously said or done. Consistency is activated by looking for and asking for small commitments that can be made along the way.


People prefer to say yes to people that they like!  We like people who are similar to us, who pay us compliments, and who cooperate with us toward mutual goals.


When people are uncertain, they will look to the actions and behaviors of others to determine their own.

Make sure to watch the video below or you’ll miss some great examples of these short cuts in action!

Will you leverage the science of persuasion in your business?  

As I consider my own business relationship activities, I’m going to make sure to think about how to better utilize these truths that guide human behavior!

About Stephanie Sammons

I share valuable tips and insights for entrepreneurs on how to build your digital influence and achieve personal business success in the digital age. The way I define true success is not just about money. It's about brain health, body health, and business health combined. Fortunately I learned this lesson after leaving my 15-year corporate career and becoming an entrepreneur at 40. It's tough to enjoy the success and wealth you accumulate if you are too stressed out, sick, or tired! I'm also an author and published the #1 Amazon best seller Linked to Influence. LinkedIn is my favorite social media platform for growing your influence!