Denver – July 29, 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


This 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 if you smile. 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, where people are 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 them in 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…..
  • MaximiseAll 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? (cheque book)
  • 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 Bob Cialdini 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