Robert Cialdini's 6 Principles Of Influence || ANIMATED Book Summary/Review

robert goudie nice six principles of influence number one reciprocity in many situations we pay back what we received from others when you offer something first people will feel in a sense of indebtedness which will make them more likely to comply with your subsequent requests this was a tactic actually used by Benjamin Franklin when he would often ask for a book from an opponent when a crucial vote was coming up and they were given the book and then he would return it and he would create the sense of reciprocity so that there were at least a little bit more likely to vote with him there are six factors that will make this principle more effective all for something first so allow them to feel indebted to you and this doesn't have to come from anywhere other than a giving source because you never want to give something then right away call for a favorite number to offer something exclusive allow them to feel special personalize the offer so make sure they know it's from you and for them you don't just want to offer them something random that will have no value in their light for example a book you might offer a book to somebody and think that it's of immense value but if they don't see it value is subjective so that always needs to be kept in the back the in line could because that's all sales in sales is effectively convincing somebody that there is value within whatever it is that you are trying to sell small gifts win so offer a small piece of candy or small trinket that will stay with them for a while thus reminding them of you and your kindness number five avoid over-the-top gifts unless you want to be put on some sort of watch list there is such a thing as too much of a good thing and number six tit-for-tat Richard Dawkins found that other three types of people those that are the vampires those that are the altruistic self sacrifices and those that are the grudges the grudges do the best the brothers are those that start out nice and then reciprocate based on behavior meaning that if you give and they're happy to continue to give then you keep that behavior up until they refuse whereas the vampires and self-sacrifice errs both like the balance needed and ultimately lose so the vampire they meet the Grutter and right away they try to take the Gregory says okay I just the self-sacrifice er they give and give and give and eventually the vampire or the parasite finds a host match made in heaven or not so much for the self-sacrifice er this was also highlighted in the book give in take where they found that of the givers and the takers the givers were both the biggest losers and the biggest winners meaning that - giving so being the self-sacrifice er is as stupid as - taking great quote how can any man love the world if he cannot love himself take time to replenish you do not owe anyone but yourself anything so that's to say that nobody likes a burnt-out hero those who give and then pull back based on the person's behavior if they let's say don't reciprocate those are the people so they start out nice and then depending on what the other person does those are the people that are ultimately seen winning commitment and consistency we tend to stick with whatever we've already chosen we are bombarded with hundreds of choices to make every single day for convenience we simply make a decision and then stick to it for all subsequent related choices the way to earn customer loyalty using this principle is to make them commit something a statement stand identity they will then feel an automatic compulsion to stick with it follow these three ways or say these five words - levers is principle ask your customers to start from small actions that way they'll have to stick with it encourage public commitments they'll be less likely to back out peer pressure number three reward your customers for investing time and effort in your brand number four use the exclusivity principle for rewarding side customers whether it's exclusive swag like hats t-shirts or wristbands wristbands being in the upper tier of around-the-clock cheap advertisement or whether it's a black card for just a select few members exclusivity works even something like a business roundtable comprised of the best clients to discuss the business's direction and offer their feedback goes a long way not just in generating business ideas but in rewarding your customers commitment and consistency really the longer that somebody can stay doing something the more to have it and you are what you repeatedly do thank you based Aristotle number five ask yourself what is the smallest trinket I could give whether it be a sample of something or an actual item that would yield return in harnessing not only reciprocity but also more of the customer's commitment this can be something from a food sample or this can be something sent to them in the mail whatever it is it can also be applied to your employees if they've been with you for a while may want to throw a random gift what's 50 dollars if it incites 500 dollars of productivity number three social proof we can have more trusting things that are popular or endorsed by people that we like hence why Kim K's perfume does so well not so sure how she gets it made not so sure what goes into it but well we all know why we buy it or I should say people know why they buy it so how to work it experts approval from credible experts in the relevant field not so much Kim K but celebrities yeah there you go so approval or endorsement from celebrities paid or unpaid users approval from current past users so ratings reviews and testimonials there was actually spokes felt absolute value that discussed this in the past companies would rely on experts it would rely on celebrities that would rely on advertising nowadays that's not so effective because you can have the greatest ads in the world somebody types it up in Amazon sees that is one star not only they're not going to buy it but you are you have just lost so much credibility so times have changed so you have to really engage with the users most companies nowadays will actually sent people running blogs running vlogs free products in this time that 40s actually harnessed in I think was a few years ago where they gave a few 40s says to people to just drive around for free for six months and document their experience wisdom of crowds approval from large groups of other people so it's tying into the 40s thing if you see people driving around it it seems like a good move from the companies use very generous thus if it influences just 1020 more people why the hell not cost them nothing peers approval from friends and people that you know the way that you want to work this social proof is if you have no social proof the easiest way to gain it is to partner up or be seen in the present being around people with it halo effect shines through down onto you if you want to make money simply ask where am I an expert because if you have an area of deep knowledge you're just one person with social proof away in your niche from having something very dynamic having a very dynamic partnership so create a product with or for them and then split the probability to have an email list they have some sort of following online maybe they don't have a product find out person leverage your expertise that would leverage their social proof that way number for liking we are more likely to comply with requests made by people we like hence why if Hitler said something that was true people would be much less likely to believe it in the same way if somebody likable said something that was false people are much more likely to believe it so this can range from our close friends to complete strangers that we are attracted to this explains why we trust word of mouth recommendations from our peers as well as stuff endorsed by our favorite singers follow these principles to make the light.the liking principle work physical attractiveness make sure your website is well-designed function functions well and suits with what you're selling for your personal physical attractiveness make sure to lift maintain a decent body pad keep proper posture and read about strong body language how to read it as well in other people this is something like a small detail could make a big difference similarity and behave like a friend not a brand show them that you can relate to and understand them effective sales comes down to how much you can flex your chameleons muscles compliments have a voice use social media platform not just a broadcast but hold intimate conversations and form relationships with your customers the Gary Vaynerchuk principle Jab Jab Jab right hook create value create value create value ask for something back harness reciprocity contact and cooperation fight for the same cause as your customers nothing builds rapport and closeness like good old-fashioned teamwork conditioning and Association associate your brand with the same values that you want to communicate and possess ask yourself who likes me and how can i leverage my social proof and likeness to my benefit consecutively ask yourself why do they like you and where did they meet you in what areas do they like you most so say can you magnify this even further number two who do you like and how can you create more value in their life is there something you can share with them number three why do you like them and what characteristics do you admire most within them can you spend more time with them number four who do you like the least and why do you dislike them what characteristics do you dislike the most and can you spend less time with them also as stuff where did you find them number five Authority we follow people who look like they know what they're doing this holds especially true in fields where we aren't experts most headlines utilizes principal by including phrases like scientists say experts say research shows you can give off the air of authority if you pay attention to these factors titles position of power experience clothes superficial cues that signal Authority trappings accessories indirect cues that accompany authoritative rules for example real estate agent might buy a Lambo nice car even though the real value is knowledge but they might buy a very nice car to show people hey look I know what I'm doing a mukbang doing this maybe they don't even like the cars maybe they don't like the Lambo but it's an investment for their service this is why buying a product for somebody over higher status or in a job where this product might be seen it can be a great way to leverage it to provide social proof but also to provide extra authority because clearly this person has a month although nowadays you can rent so you never know but it is an effective tool if you three look so if you have little Authority or social proof but you want to harness these principles or see them in play merely put yourself in a room where you are the authority remember humans are not programmed for objective considerations of the entirety of seven billion people but more so we are used to the way that we used to live which was you know about hundred people villages so even if you know you're not close to an expert or authority or have tons of social proof in your field this is irrelevant because much like a basic computer literate person will get called a god by someone it fixed like something so minor that they're like how do you not get this so too will relative competence to your environment yield the benefits of Robert singh's principie of authority put yourself in rooms where you're the expert we're not programmed to think about people in this wallah there's roughly one thousand one hundred thirty six people ahead of you and I will go to them because even I mean you have to see these people I'll get to spend a lot of time investing people would just rather go to what's immediate to them relative to them scarcity number six we are always drawn to things that are exclusive and hard to come back we assume that things are difficult that are difficult to obtain are usually better than those that are easily available we link availability to quality you can learn to trigger your customers sense of urgency with these methods limited time items in short supply that won't be available once it runs out limited time items that are only available during a time period most online marketing websites harnesses principle very well by having a timer saying we're only doing this run for three days and it counts down and it just gives in impulse it's why McDonald's doesn't tell McDonald's also hardens this a little bit by not serving everything round-the-clock even they probably could but scarcity one-of-a-kind special sometimes utilize one or two of the above techniques also from form one-off events so collaborations anniversaries something that utilizes a sense of surprise as well utilizing competitions our inclination is to one things more because other people also want them so this is used in things like auctions or bits and also remember law number 16 of the 48 laws power use absence to increase respect and honor too much circulation makes a price go down Federal Reserve QE 27 or whatever app they know what's up the more you are seen and heard from that the more common you will appear if you are already established in a group temporarily withdraw from it and this will make you more talked about and even more admired you must learn when to leap create value through scarcity and if you guys want to find out more I will link the website down below where I caught all of these principles it's great website has tons of great examples referral candy calm check it out hope you guys enjoyed it and moral reality you

Channel: Transcend Mortal Reality

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Keywords: Robert Cialdini, Influence, Robert Cialdini (Author), Books, Influence: Science And Practice, Psychology (Field Of Study), Sales, marketing, research, business, tim ferris, richard koch, 80/20

Id: 7AsPtArozgY

Length: 13min 32sec (812 seconds)

Published: Wed Sep 09 2015