Denver – July 29th 2019

Science of Persuasion. 60 years of research, all from solid behavioural studies – says Cialdini

6 Short Cuts to Influence and Persuasion

  1. Reciprocity
  2. Scarcity
  3. Authority
  4. Consistency
  5. Liking
  6. Consensus  (Social Proof)

Influence and Persuasion 

5m books sold in 44 languages

How to apply the short cuts ethically in business

RECIPROCITYThis is a rule that exists in all human societies. No society fails to train its members in reciprocity

For example – 

I am obliged to give back to you what you give me.

If you do me a favour – I owe you a favour.

Birthday with a gift you return the gift

Someone comes towards you; and yousmile. You get a smile back

This happens in all human cultures

Also – Yawn and people yawn back

People say YES to people they know and like

In all languages, there are nasty names for people who take, and don’t play to these rules.

It is said that 20% of high achieving, but nasty towards other people, WII FM only CEO’s and leaders are Psychopaths. See articles on Villanelle

What’s the implication? – 

Here’s a study, with properly controlled research findings ALSO

California Candy store greeted warmly people when they arrived. However, when the assistant greeted them warmly and gave them a small piece of chocolate first they were 42% more likely to buy

What can a speaker give?

Give helpful information on websites – but it shouldn’t be self-promotional

It could be a quiz 

or something like

The 5 mistakes worst mistakes that people make etc.

We tend to forget to tell people on our websites the amount of effort we put in to become who we are.  (Authority)

EXAMPLE – Employment office UK, people applying for jobs

Set up interviews for them – many people didn’t go to their appointments

BUT when they said, “Let me tell you what I have done to set up the appointment” and they did

It doubled the number of people who showed up

On an exam they say, “Don’t just show me your answers, show me your workings”

Give them the whole story

For example – Could you possibly move your talk form the start to the beginning of the seminar?

Yes but make sure you tell them that had to do, to do it for themin full detail (no assumptions they will guess what you did, they won’t)

 – don’t say it was no problem no problem

THEN THIS IS THE GOLDDUST – You say, “You know I was glad to do it – because I know if the situation was reversed you would do the same for me!”


Top of your website, put your relevant testimonials

Testimonials should come from the person most like the person you are pitching to…..

Maximise – All your clients and all your testimonials

Make sure you tell them, all the things you have done to get to this expert GURU status. 

Long bio – bio – on introductions as well


PRESUASION –opens the door to persuasion

People will be influenced by music. ]

A study was done – French music / German music in a wine store. The customers who heard the French music bought French wine. The others that heard the German music bought German wine

Remind yourself of the audience you are persuading

Fluffy clouds for beds.

£ signs for money? (chequebook)

Painting – primer works to stick the paint, that’s the psychology of Pre Suasion

INTRODUCTIONS– should be substantial

All of your credentials

Scripting an introduction, also with visuals? – people are Pre Suaded


When you get an enquiry ASK

What was it that attracted you to me?

Play their answer back to them

Towels in a hotel study

Please hang your towels up to save them getting washed

The majority of the guests, hung up their towels not to be washed

The majority of the guests, just like you, hung up their towels not to be washed

If you are ever in competition with someone else. Ask them, “What was it that attracted you to me?

Play their answer back to them


Fear of missing out – loss aversion FOMO

Not just the unique benefits they will gain – skill / profit

But what will they miss out on?– Lose profit, lose kudos, lose a promotion, and lose leadership street cred. This was 150% more effective

(Personal WII FM issues) ambitious people will not want to miss a trick 

Study – the loss will have more than a 150% benefit (re-listen to this bit  CLIP 4

Nobel Prize for this piece of research – for the loss aversion principle.Loss aversion was first identified by Amos Tversky and Daniel Kahneman. DK won the Nobel Prize

The unique and uncommon benefits they will miss out on if they don’t bring you in

When he researched other people for his book. They were naturally reticent on the basis he wanted to use their bespoke material. UNTIL he said he had come here to learn from them. That changed their whole attitude 

10th August 2019  DSA