How to Leverage the Science of Persuasion in Relationship Marketing

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The science of persuasion is extremely powerful in building influence, and Robert Cialdini is the leading expert in this category. Did you know that there is a science to how we are actually persuaded? Don’t take my word for it. There are 60 years of research to back it up.

Although we would like to believe that we all make well-thought out and informed decisions, in reality we do not. The research is quite surprising and compelling, especially when you think about your interactions with existing and potential clients.

Robert Cialdini reviews 6 short cuts in this video as universals that guide human behavior. These universals are ethical and costless to implement. Additionally, I believe these principles can be applied to your online marketing and engagement activities.

6 Short Cuts that Guide Human Behavior


People are obliged to give back to others in the form of behavior or gift they have received. They are more likely to say “yes” to those that they owe, especially in the context of a social obligation. It also matters “how” you give.


People want more of what they have less of. Just communicating the benefits is not enough. Your proposition must be unique and your potential clients need to understand what they may lose if they don’t work with you.


It’s important to signal to others what makes you a credible, knowledgeable authority without having to say it yourself.


People like to be consistent with the things they have previously said or done. Consistency is activated by looking for and asking for small commitments that can be made along the way.


People prefer to say yes to people that they like!  We like people who are similar to us, who pay us compliments, and who cooperate with us toward mutual goals.


When people are uncertain, they will look to the actions and behaviors of others to determine their own.

Make sure to watch the video or you’ll miss some great examples of these short cuts in action!

Will you start to leverage the science of persuasion in your digital marketing activities?


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About Stephanie Sammons

Stephanie Sammons is the founder and CEO of Wired Advisor™. She's been named as a Top 25 Social Media Expert and a Top 30 Marketing Thought Leader by LinkedIn. Stephanie helps professional services entrepreneurs build their digital influence. Follow Stephanie on Twitter

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3 Responses to How to Leverage the Science of Persuasion in Relationship Marketing

  1. Don December 7, 2012 at 11:26 am #

    Thank you Stephanie, I appreciate the video very much, am trying to adapt it to telephone conversations with people about whom I have some information but have never met me.

  2. Susanne Brehmer December 6, 2013 at 3:20 am #

    Hi Stepahnie, the Korean version of the video made me laugh, but did persuade me to check out the English version on youtube. : ) Regards Susanne


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