Today I am beyond excited to have Bob Cialdini here to talk about the newly expanded version of his book Influence. There are 220 additional pages and a 7th principle of persuasion that has been added, which he explains in the conversation.
- [00:08] In today’s episode I am so excited to be speaking with Dr. Robert Cialdini about the newly expanded version of his globally acclaimed book, Influence.
- [01:17] Cialdini’s work paved the way for so many careers
- [03:07] Bob shares more about who he is and what he does. He is a behavioral scientist with an emphasis on persuasion and social influence.
- [05:52] He found a small footprint of principles that seemed to be employed in all the professions he studies and he decided to write a book on the topic.
- [08:18] Bob shares the first six principles that he talks about in the book. The first is reciprocity—that people will give back to people that have given to them first.
- [09:27] The second principle is liking—we like to say yes to those we know and like. We can identify genuine similarities that exist between us and then raise them to consciousness. We can also give genuine compliments.
- [10:22] The third principle is social proof. When people are uncertain they don’t look inside themselves for answers so they look outside. One key place they look is to their peers.
- [12:55] The fourth principle is authority. Besides looking at peers the other principal source they look to for information is the voices of experts or authorities of the topic.
- [13:41] The fifth principle is commitment and consistency. We all have a preference to be consistent with what we have already said and done especially in public.
- [15:00] The sixth principle is scarcity. We want more of those things we have less of. We find those things that are scarce, rare, and dwindling in availability more attractive.
- [15:47] After writing the first six principles, he started to recognize that there was one principle he had missed. The seventh principle is unity.
- [18:55] Bob shares his story and lesson about the Cuban Missile Crisis.
- [20:37] It turned out that Kennedy had an act of reciprocation in place and had not drawn a hard line as many thought.
- [21:54] It was a reciprocal concession that helped end the Cuban Missile Crisis.
- [23:48] It turns out if you look at loyalty and advocacy of your product and service it is not a problem-free experience they are looking for. Instead, it is a problem freed experience. Bob shares a problem that was resolved in favor of the customer.
- [25:04] There are going to be mistakes and bobbles. If those people can then resolve the problems quickly that is what is perceived as a special kind of gift to the customer who then feels obligated to give something special in return.
- [26:08] When there are mistakes, there should be budgets available to allow you to fix that mistake.
- [28:07] If there is a problem, it is an opportunity to have this reciprocity benefit.
- [29:13] Melina asks a listener question from Adnan: “How do your strategies of influence adapt to a digital world, for example, social media?”
- [31:05] The platforms and delivery systems on which those principles are presented can change but the principles don’t change.
- [32:18] One principle has gained greater traction than all the others with the advent of the internet and that is social proof. People now have access to the views of others all around them. 98% of people check product reviews before making a purchase.
- [34:01] Another listener question from Brant: “As people are becoming more familiar with the principles of persuasion and know they are there, are they less effective now?” We should not resist those principles being employed on us if they are being employed honestly.
- [36:44] Where it is true, we want people to use these principles on us. They inform us. We have to guard against the manipulation and counterfeit of these principles.
- [38:18] We have to be in a position to reward those who use these principles to inform us properly, but we have to sting those people who undercut their validity.
- [40:11] When he wrote the first edition of the book there were no prior readers so he sent out an invitation for the readers to send him an account of when they witnessed the principles working on or for them successfully. He included Readers’ Reports throughout the most recent edition.
- [42:21] He is thinking about writing his next book as all readers’ reports with a comment from him on each.
- [43:01] Bob shares a story of the unity principle working for him after he recognized its power.
- [46:00] Melina shares her closing thoughts.
- [48:33] Melina’s first book, What Your Customer Wants and Can’t Tell You is officially available on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia.
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Get the Books Mentioned on (or related to) this Episode:
- Influence, New and Expanded: The Psychology of Persuasion by Robert Cialdini
- Pre-Suasion: A Revolutionary Way to Influence and Persuade by Robert Cialdini
- Friction ―The Untapped Force That Can Be Your Most Powerful Advantage by Roger Dooley
Connect with Bob:
Past Episodes & Other Important Links:
- Episode 23: Reciprocity: Give A Little, Get A Lot: A Behavioral Economics Foundations Episode
- Episode 87: Social Proof: How to Use Herding to Boost Engagement and Sales
- Episode 149: Familiarity Bias: Why the Devil You Know Feels Safer Than the Devil You Don’t, a Behavioral Economics Foundations Episode
- Episode 76: The Brainy Benefits of Gratitude
- Episode 120: Precommitment: Boosting Cooperation for Yourself and Others, a Behavioral Economics Foundations Episode
- Episode 14: Scarcity: Why We Think Less Available Means More Value: A Behavioral Economics Foundations Episode
- Episode 72: Friction – What It Is And How To Reduce It, with Roger Dooley
- Episode 39: Expect Error: The “E” in NUDGES: A Behavioral Economics Foundations Episode: A Behavioral Economics Foundations Episode
- Episode 40: Give Feedback: The “G” in NUDGES: A Behavioral Economics Foundations Episode
- Episode 60: Surprise and Delight
- Episode 16: Framing: How You Say Things Matter More Than What You’re Saying: A Behavioral Economics Foundations Episode