Do you know the 7 triggers of influence?
Today we’re gonna talk about the seven triggers of influence by Robert Cialdini who wrote a book in 1984 called influence. And it’s a great book and there’s seven steps or seven triggers of influence. Rather triggers are you ready? Here’s number one. The first is reciprocity. The ideas, when you give something to someone, they’re compelled to give something back to you. So if you give somebody a free gift or a lead generator, free Ebook, um, a trial period to the samples, some software, there is a better chance of them committing or saying yes to your product. A, because they get to test it out, but to reciprocity, they want to give something back in return because there’s got to have some perceived costs to you or you’ve given them real value.
Number two is commitment. The idea here is when somebody commits to something, they’re generally gonna make an effort to appear consistent, uh, like a membership to a gym, um, or the, you know, the New Year’s resolutions when you say, Hey, I’m going to lose weight. By verbalizing that to other people, you have a better chance of committing and following through because you verbalize it and you don’t want to appear flaky, at least I know. Um, and that’s the idea behind commitment number three is liking in the concept here is people want to do business with people that they like. There has to be a real connection and this is also called the halo effect. And this is why businesses hire attracted people to represent them. And attraction here is not just beautiful people. It’s people that are winsome, that well-spoken, that are engaging in some way.
And that’s the attraction that we’re talking about. People want to do business with people that they know or trust. Number four is a 30. People are naturally drawn to authority. If you don’t have authority, well, how do you get it? Well, you can vote people that are in authority, associate yourself with people, that inner authority. This is why people do name dropping in conversation. Or Hey, I was having lunch the other day. It was so and so, or I was reading their book. And so and so even what you’re doing right now, I’m worried someone else’s book and I’m giving you some highlights from it. Uh, generally presenting yourself as an authority long enough will create you as an authority. That’s kind of a neat concept. Uh, number five is social proof. Anything that presents you, your side or your products as popular or in-demand can give you legitimacy.
So a customer testimonials, case study videos, um, likes, subscribes. If you’ve amassed this, that’s kind of social proof, especially with social media scarcity. Number six, people are motivated by the idea that they might miss out on an opportunity. So if a sales going end after a certain amount of time or the deep discounts gonna end after a certain amount of time, or it’s going to be out of stock, or if he can’t get it in time to create a sense of scarcity and the scarcity has to be real scarcity. It can’t just be fake. It’s like we’ve got three in stock, but as we, as soon as we run out of these three, we’re going to go get another three to have them be at a stop after three. So it has to be real. It has to be a real consequence. If you want to really take advantage of the concept of scarcity that the deal has to go away.
Now you can start the deal again in a week or a month or two weeks, or however, you want to do it. But scarcity really needs to be real, or people become blind to it. All right, number seven. And our last one is unity or community. And the concept here is that customers more than ever want to know who they’re doing business with. They want to know what you’re all about. They want to know what you support, what causes you support. Um, like, like Tom’s shoes for example. A portion of the sales of Tom Shoes goes to helping people. Um, and there’s a whole bunch of different examples of that and they want to know what causes you’re aligned with and brands and identify themselves with customers. Morals or beliefs create strong brain loyalty. And you’re seeing this now more than ever. Um, a lot of politics there, but there is some, some truth.
If you really want to tap into people, they’ll buy from you loyally even if they don’t like your product just because of what you stand for. And brands that use this principle aren’t afraid of labels or enemies, the ones that are doing it effectively. Now, I personally think that you have to be a big enough brand to be able to take that risk or just run after whatever’s popular and say, Oh, yeah, yeah, I believe that. Um, and there’s a whole lot to unpack there, but those are the seven triggers of influence. Uh, hope you’ve enjoyed it. If you have a moment, stop by our website, new story, media.com and that’s it. Onward and upward.