We use essential cookies to make Venngage work. By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.

Manage Cookies

Cookies and similar technologies collect certain information about how you’re using our website. Some of them are essential, and without them you wouldn’t be able to use Venngage. But others are optional, and you get to choose whether we use them or not.

Strictly Necessary Cookies

Always Active

These cookies are always on, as they’re essential for making Venngage work, and making it safe. Without these cookies, services you’ve asked for can’t be provided.

Show cookie providers

  • Venngage
  • Amazon
  • Google Login
  • Intercom

Functionality Cookies

These cookies help us provide enhanced functionality and personalisation, and remember your settings. They may be set by us or by third party providers.

Show cookie providers

  • Venngage
  • Chameleon
  • Intercom
  • Algolia

Performance Cookies

These cookies help us analyze how many people are using Venngage, where they come from and how they're using it. If you opt out of these cookies, we can’t get feedback to make Venngage better for you and all our users.

Show cookie providers

  • Venngage
  • Mixpanel
  • Intercom
  • Google Analytics
  • Hotjar

Targeting Cookies

These cookies are set by our advertising partners to track your activity and show you relevant Venngage ads on other sites as you browse the internet.

Show cookie providers

  • Google Ads
  • Google Tag Manager
  • Facebook
  • Pinterest
  • Product
  • Templates
  • Learn
  • Pricing
Learn
Educational Resources
Blog
Blog
Webinars
Webinars
Help Center
Help Center

The 6 Principles of Persuasion in Marketing [Infographic]

Written by: Nadya Khoja


Apr 27, 2015

principles of persuasion

Companies are forced to battle for the attention and commitment of consumers.

Due to the amount of advertising and social media noise, however, it is becoming more and more difficult to engage users.

How can companies attempt to persuade their audiences to remain loyal advocates?

Dr. Robert B. Cialdini is a Ph.D who has spent a significant amount of time studying the power of influence and the psychology of persuasion. He has highlighted in his book, Influence: The Psychology of Persuasion, the 6 principles of persuasion that every person should keep in mind when trying to impact others to their favor.

 

The 1st rinciple of persuasion: the rule of reciprocity

Screen Shot 2015-04-27 at 4.19.20 PM

This first principle recognizes that people feel that they owe someone if that person did them a favor, or gave them a gift. The best way to acquire that feeling of indebtedness is to make the first move.

As a business, you can give out free information or samples. If the customer is given a positive experience, they will be more compelled to do something for you in return.
Screen Shot 2015-04-27 at 4.19.27 PM

 

The 2nd principle of persuasion: the rule of commitment

Screen Shot 2015-04-27 at 4.19.37 PM

People have a tendency to follow the current social norms, especially when they are uncertain about how to behave in certain situations.

In order to sway people to follow requests you make, or to sway them towards your product, it’s not a bad idea to provide them with examples of other people like them, who have had good experiences using the service.

Testimonials from happy users, or a nudge that guides them in the direction you think is right for them, are some possible tactics.

 

The 3rd principle of persuasion: the rule of social proof

Screen Shot 2015-04-27 at 4.20.03 PM

Most people hope to give off a sense of reliability.

After agreeing to a task in writing, or verbally, the majority of individuals feel compelled to see their promise through. The goal is to get people to say “yes” to following you with your initiatives.

Use polls to get a sense of what people will likely agree to, and then bring it up again and remind them of what they implied they would agree to!

Screen Shot 2015-04-27 at 4.20.15 PM

 

The 4th principle of persuasion: the rule of authority
Screen Shot 2015-04-27 at 4.20.25 PM

Face it, people respect, admire (and sometimes maybe even fear) authority. People who dress professionally, drive nice cars or who hold business or academic titles, generally lend more credibility to an individual.

Giving the impression of authority can really bode well for small business owners because people are more likely to heed to your requests. And why wouldn’t they? If you look successful, you must be successful, right?

Screen Shot 2015-04-27 at 4.20.31 PM

 

The 5th principle of persuasion: the rule of liking

Screen Shot 2015-04-27 at 4.20.37 PM

 

 

 

As conceded as it may seem, people have a tendency to like people who are physically attractive, charming and similar to themselves (whether due to a similar name or cultural tendencies).

If you’re sending out an e-mail to someone in order to make a request, the name you choose to sign off with could highly impact the likeliness of positively hearing back from them.

 

The 6th principle of persuasion: the rule of scarcity

Screen Shot 2015-04-27 at 4.21.01 PM

 

 

 

People want what is running out.

Why?

Because it generally means that product is in very high-demand, and available at a great value.

By claiming that a product is in limited supply, or only available for a short period of time, you’re very likely to persuade people to invest in that product.

People don’t want to miss out on good opportunities. It’s also up to you to convince them that your service or product is so unique and available at such a great value, that it would be ridiculous to pass it up.

Screen Shot 2015-04-27 at 4.21.09 PM

By following these six principles that Cialdini has highlighted, you can surely influence people in your favor!

But just remember, with great power, comes great responsibility.

Don’t take your ability to influence for granted. Stay true to your word and prove to your audience that you are reliable and have their best interests in mind.

Even if it isn’t the case, just persuade them that it is!

The 6 principles of persuasion

persuasionbehold

Source: Influence: The Psychology of Persuasion by Robert B. Cialdini, Ph.D

 

More marketing guides:

7 Tips for Designing a Persuasive Presentation [Presentation Design Guide + Templates]

Persuasive Presentation

How to Write a Captivating Introduction to Hook Your Audience’s Attention

How To Write A Captivating Introduction

About Nadya Khoja

Nadya Khoja was the marketing head at Venngage. She is an expert in visual content marketing and SEO, known for creating highly engaging infographics and leveraging data-driven content to amplify brand visibility. With a keen understanding of both creative and technical aspects, Nadya excels at developing strategies that not only captivate audiences but also drive measurable growth. Her ability to seamlessly blend innovative design with SEO tactics has helped brands boost their online presence, engage new audiences, and maximize ROI. She has been featured in Entrepreneur, The Huffington Post, The Next Web, Forbes, Marketing Profs, Social Media Examiner and more.