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Influencing others isn’t luck. It’s science. In his book, Influence: The Psychology of Persuasion, Dr. Cialdini outlined 6 principles to follow in order to effectively influence others. For more than three decades, marketers, UX testers and entrepreneurs have used the principles as a guideline to growth through influence. Other men have had ideas on how to influence others. Dale Carnegie’s 30 principles for How to Win Friends and Influence People is one example. And whilst there have been some helpful insights, no principles have been more substantiated than Dr. Cialdini’s 6 principles of influence.


Principle #1: Reciprocation
People feel indebted to those who do something for them.

So give them something for free.


Principle #2: Social Proof
People look to those around them to guide their decisions and actions.

So provide testimonials. Encourage reviews. And be helpful on social media.


Principle #3: Commitment
People are more likely to do something once they have agreed to it.

So ask for the sale.


Principle #4: Liking
People prefer to say yes to those they know and like.

So be authentic. Be transparent. And build a tribe.


Principle #5: Authority
People want to follow confident leaders.

So paint a picture of where you are going. Go there. And welcome them when they come.


Principle #6: Scarcity
The less there is of something, the more valuable it is.

So, no excuses. Your small size and limited product range is an advantage.