Persuasion isn't just about saying the right things—
it’s about understanding how people think.
Dr. Robert Cialdini, in his groundbreaking book Influence: The Psychology of Persuasion, outlines six core principles that explain why we say "yes."
When someone gives us something, we naturally feel the urge to return the favor.
This can be as small as a free sample or a generous gesture—it builds obligation.
People like to act in ways that align with their past behaviors.
Once someone commits publicly—like signing a petition or making a small purchase—they’re more likely to stay consistent.
Humans are social creatures.
When we see others buying, liking, or recommending something, we trust it more.
Reviews, testimonials, and popularity cues all build credibility.
We tend to trust figures of authority.
Credentials, uniforms, and expert titles can instantly enhance persuasive power.
We’re more likely to say yes to people we like.
This could come from shared values, genuine compliments, or even physical attractiveness.
When something is rare or limited, we want it more.
“Limited-time offers” and “Only 3 left!” play on this psychological trigger.
“People don’t buy products.
They buy better versions of themselves.” — Unknown
Explore more insights on communication, empathy, and human connection
Get the latest articles on communication and human connection delivered to your inbox.
