Influence: Cialdini's principles of persuasion, used honestly

Who should use it, and when not to

Use it when a landing page, offer or sales email converts poorly and nobody can say why, or before launching a promotion with a deadline, limited stock or testimonials. It's also a good checklist for making sure every urgency and proof claim is true.

It won't fix a weak product or the wrong audience. And it is not a legal review: comparisons, testimonials and deadlines still need checking, for example with the marketing claims check skill.

The seven principles

Cialdini's own site gives an example of reciprocity: studies in restaurants found tips rose when a server gave a mint with the bill, and rose more when the gift felt personal. Its advice is to give first, and to make the gift personal and unexpected.

A worked mini example

This is an illustration. A bookkeeping service for freelancers in Mexico has a page with a countdown that restarts for every visitor and a "trusted by" strip of big-company logos that aren't clients. Its true facts: 214 freelancers use it, 38 Google reviews average 4.7, the founder spent 9 years at the tax authority, it publishes a free monthly deadline checklist, and its price rises for new clients on 1 March.

The review removes the fake timer and the logos first. Then it adds honest lines: the client count and reviews (social proof), the founder's background (authority), the free checklist before the call (reciprocity), and the real 1 March price change (scarcity).

How to review a page or offer

1. State the one action you want the reader to take.
2. Map all seven principles: quote the line that uses each, or write "not used".
3. Test each use for truth. Name the fact behind it. A use with no fact behind it comes out.
4. Add honest uses where a true fact supports an unused principle.
5. Put value and proof before the ask.
6. Send comparisons, testimonials and deadlines for a claims check.

The persuasion principles review skill runs these steps on your page or email and refuses to invent proof.

Common mistakes

• Fake urgency. Resetting timers and invented stock limits break trust.
• Proof from the wrong crowd. Proof works best from people like the reader.
• Stacking every principle. Two or three true ones beat seven thin ones.
• Claiming authority you don't have. Show real credentials or leave it out.

For copy-level fixes, see the landing copy review skill.

Where it comes from

Robert B. Cialdini, a professor of psychology at Arizona State University, first published Influence: The Psychology of Persuasion in 1984. A textbook edition followed as Influence: Science and Practice, and a later edition added unity as the seventh principle. The book draws on experiments in psychology and on Cialdini's own observation of sales and fundraising work.

This page is an independent summary in our own words. It is not affiliated with or endorsed by Robert Cialdini, Influence at Work, or his publishers. The book's title is used only to name it. More explainers are in the business books index.

Questions

What are Cialdini's principles of persuasion?

Reciprocity, commitment and consistency, social proof, liking, authority and scarcity were the original six. A later edition added a seventh, unity: people say yes more readily to those they see as part of their own group.

Is using these principles manipulative?

It depends on the facts behind them. Showing real reviews or a real deadline helps a reader decide. Inventing scarcity, fake reviews or borrowed authority is manipulation, and in many countries breaks consumer law.

Which principle matters most for a landing page?

It depends on the reader, but social proof from people like them and a true reason to act now are often the easiest to add honestly. Test the page rather than stacking every principle.