Many of your competitors are probably already using psychological tactics to understand and influence customer behaviour. If you’re not doing so, you could be falling behind. In his book Influence: The Psychology of Persuasion, Robert Cialdini outlines six principles to help you connect with your audience and nudge them towards action.
This article explores how to apply these principles to your business and branding strategies. But remember to use these methods ethically—aim to persuade and inspire, not manipulate.
These are Cialdini’s 6 principles of influence:
- Reciprocity
- Commitment & Consistency
- Social Proof
- Authority
- Liking
- Scarcity
Let’s take a closer look at each of them, explore how other brands apply them, and explore some actionable tips for boosting your brand.
1. Reciprocity
The idea of reciprocity is simple: People feel obligated to return favours. By offering valuable resources like downloads or samples for free, you can create a sense of indebtedness and inspire people to “pay you back.”
In my view, loyalty plays a role here, too. People who have negative or even neutral feelings toward a brand are unlikely to feel any debt toward it.
For example, I don’t feel any sense of owing to Amazon because of the company’s unethical business practices and financial worth—regardless of how many free trials they might offer me.
This principle might work particularly well for smaller businesses and personal brands. By forming more personal connections and communicating their values transparently, these businesses can make their audience feel valued and important.
Examples of Reciprocity in Action
- Many photographers share their photos for free on Pexels. In exchange, they ask users to support them by hiring them for custom projects or by donating.
- WeTransfer lets users send files of up to 2 GB for free without needing an account. This allows them to try the platform before upgrading to WeTransfer’s Pro plans.
- I offer plenty of free branding advice and resources on this blog. By providing this content at no cost, I’m hoping for you to sign up for my services or newsletter or support me by purchasing through my affiliate links.
Actionable Steps for Your Brand
- Provide valuable, free resources like downloads, samples, or insights.
- Offer free trials, demonstrations, or basic features of your product or service.
- Go the extra mile in interactions with your audience to cultivate loyalty and trust.
2. Commitment and Consistency
People generally like to be consistent with their actions and beliefs. So, once someone commits to something, they’re more likely to follow through and stick with it.
By getting customers to commit to small initial steps, such as signing up for a newsletter or joining a loyalty program, you can encourage them to engage further.
Examples of Commitment and Consistency in Action
- Coffee shops often offer loyalty cards with a free drink after ten purchases. Once customers have committed to the loyalty program, they are more inclined to keep visiting, complete their card and get the reward.
- Todoist offers a free version of their task management software for personal use. As users incorporate Todoist into their daily routines and experience its benefits, they are more likely to upgrade to the premium plan.
- Many businesses offer low-budget resources, such as ebooks or webinars, as an entry point. After using these initial resources, customers are more likely to commit to higher-value offerings, such as consulting services or courses.
Actionable Steps for Your Brand
- Encourage customers to take small, low-commitment actions like signing up for your newsletter, following your social media channels, or downloading a free guide.
- Develop a challenge or content series that requires ongoing participation, such as a 30-day fitness challenge, weekly newsletters, or daily tips.
- Regularly check in with customers after their initial interaction through personalised emails, surveys, or follow-up offers.
3. Social Proof
People often look to others’ actions to guide their own, especially in uncertain situations.
Social proof can be a powerful tool in influencing people’s behaviour by showing how others have made similar choices and how these choices have helped them.
Examples of Social Proof in Action
- Restaurants and businesses on platforms like Yelp or Trustpilot benefit from user reviews and ratings.
- Uber increases riders’ trust by displaying ratings, real-time data, and driver reviews. Its referral program also leverages social proof by letting existing users invite friends.
- Many financial institutions implement referral programs where current customers can recommend their products or services to friends and family—because these are the people we trust.
Actionable Steps for Your Brand
- Feature testimonials, reviews, and case studies on your website and marketing materials. Use both video and text testimonials to cater to different preferences.
- Showcase content created by your customers or influencers to show how others engage with your brand.
- Use persuasive copy such as “Join hundreds of satisfied customers” or “Trusted by thousands” to leverage social proof and encourage potential customers to take action.
4. Authority
People tend to trust and follow the advice of experts. When your brand comes across as knowledgeable and credible in its field, people are more likely to believe in its products or services.
You can achieve authority through your expertise and through credentials or endorsements from respected figures.
Examples of Authority in Action
- By publishing research-backed articles and insights from top business leaders, Harvard Business Review reinforces its position as a leading authority in business and management.
- Neil Patel, a well-known marketing and SEO professional, has established himself as an authority through his comprehensive blog, speaking gigs, and collaborations with major brands.
- Dyson, known for its innovative vacuum cleaners and other appliances, positions itself as an authority in design and engineering. Dyson displays its authority through patents, cutting-edge technology, and detailed explanations of their mechanics and technologies.
Actionable Steps for Your Brand
- Display endorsements from industry experts, certifications, and partnerships with reputable organisations to back your credibility.
- Invest in high-quality design and visuals to communicate your expertise and reliability. Your brand’s visual identity should reflect the quality of your work.
- Create and share articles, guest blogs, or ebooks demonstrating your knowledge and expertise.
- Participate in public speaking events, podcasts, and interviews to showcase your expertise and broaden your reach.
5. Liking
People are more easily influenced by those they like and feel a connection with. This principle highlights the importance of aligning your branding with your ideal audience—reflecting their style, speaking their language, and sharing their values.
Building genuine relationships through personalised interactions and engaging storytelling can boost your likability.
Examples of Liking in Action
- Influencers and personal brands often build a strong following by sharing their personal stories, values, and experiences. This authenticity makes them more relatable and trustworthy.
- Patagonia’s commitment to the planet resonates deeply with customers who share these values. The brand’s transparency about sustainable practices and donations to good causes further enhance trust and likability.
- Wellington Chocolate Factory is another example of a brand that excels in likability. The company’s dedication to fair trade and focus on high-quality, locally-made chocolate fosters a strong bond with both local and national consumers.
Actionable Steps for Your Brand
- Engage with customers personally through tailored interactions and thoughtful responses. Actively listen to their needs and feedback.
- Share behind-the-scenes stories, introduce your team, and talk about your brand’s journey. This humanises your brand and helps customers feel more connected.
- Use design elements (brand colours, etc.) that resonate with your audience. Ensure your brand personality reflects the values and preferences of those you aim to attract.
- Adopt a brand voice that aligns with your audience’s language and culture. Highlight shared values and common experiences to build rapport and trust.
- Participate in community events, support local causes, and collaborate with nearby or related businesses to establish a strong presence within your local area or niche.
6. Scarcity
Scarcity creates a sense of urgency and increases the desirability of your offer.
People are more inclined to act when they see something as limited or exclusive. Their fear of losing something generally motivates people more than the prospect of gaining something of equal value.
Scarcity can be one of the trickiest of Cialdini’s 6 principles of influence to master. If not done ethically, it can make your brand seem cheap and manipulative.
However, when done well, it can add an element of mystery and intrigue to your brand. Let’s look at some great examples.
Examples of Liking in Action
- Brands like Supreme or Balancia create limited-edition drops of their clothing and accessories. These items are often available for a short period or in limited quantities, which drives high demand and a sense of exclusivity.
- Brands like Nike or Addidas release limited-edition sneakers through special collaborations, seasonal drops, or co-branding partnerships.
- Membership Clubs like Soho House are private members’ clubs with locations around the world. Membership is highly selective, with a rigorous application process and a focus on individuals in creative industries.
Actionable Steps for Your Brand
- Design special promotions or product releases that are available for a limited period.
- Offer products in limited quantities or through exclusive channels to enhance their perceived value.
- Host exclusive events or releases that are only accessible to a select group of customers or through invitations.
- Use things such as countdowns or waitlists to get people excited.
I hope you found this article helpful.
If you want to buy ‘Influence: The Psychology of Persuasion’ by Robert Cialdini, consider using bookshop.org and support independent bookstores.
Last Words
By applying Cialdini’s 6 principles of influence to your brand and business strategies, you can connect more effectively with your audience, inspire them to take action and build a loyal customer base.
But remember to use these tactics ethically. Prioritise developing authentic relationships and delivering genuine value. Consumers are more discerning than you think and can see through manipulation.
Feel free to explore my other articles on human behaviour and psychology.
If you need help with your branding, I look forward to hearing from you.
Title image by Antoni Shkraba
Disclaimer: This article contains an affiliate link.
