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  Table of content    
  1. 1. Reciprocity: Give a little something to get a little something in return.
  2. 2. Commitment: People want their beliefs to be consistent with their values.
  3. 3. Social Proof: There’s nothing like feeling validated based on what others are doing.
  4. 4. Authority: You will obey me!
  5. 5. Liking: The more you like someone, the more you’ll be persuaded by them.
  6. 6. Scarcity: When you believe something is in short supply…You want it more!
  7. 7. RECENCY ILLUSION
  8. 8. VERBATIM EFFECT
  9. 9. CLUSTERING

Want to have a successful business, you must master at these 9 principles

1. Reciprocity: Give a little something to get a little something in return.

Source: Internet

Cialdini’s first principle of persuasion states that human beings are wired to return favors and pay back debts—to treat others as they’ve treated us.
The idea of reciprocity says that people, by nature, feel obliged to provide discounts or concessions to others if they’ve received favors from those same people. Psychology explains this by stressing that humans simply hate to feel indebted to others!

2. Commitment: People want their beliefs to be consistent with their values.

The principle of commitment declares that humans have a deep need to be seen as consistent. As such, once we’ve publicly committed to something or someone, we’re much more likely to go through and deliver on that commitment (hence, consistency).
From a psychological perspective, this can be explained by the fact that people have aligned commitment with their self-image. Marketers, of course, have figured out how to use this second Cialdini principle to obtain greater conversion rates.
By getting site visitors to commit to something relatively small (and usually free), like a guide or whitepaper, they increase the likelihood that those site visitors will eventually see themselves as customers. That change in self-perception makes it easier to follow up with an offer for a paid product or service. (This is similar to the “foot in the door” technique.)

3. Social Proof: There’s nothing like feeling validated based on what others are doing.

Cialdini defined social proof as people doing what they observe other people doing. It’s safety in numbers.
For instance, if our coworkers work late, we’re likelier to do the same. If a particular eatery is always full of people, we’re likelier to give that establishment a try.
We’re even more influenced by this principle if:
We’re unsure of ourselves. The people we observe seem similar to us.
Social psychology is rife with experiments that illustrate this unavoidable, human phenomenon, but a classic one is this 1960s elevator experiment:
Basically, whatever the majority of people do in an elevator, an individual who joins the group will copy.

4. Authority: You will obey me!

Ever wonder why we have a tendency to obey authority figures, even if they’re objectionable and ask others to commit objectionable acts? It’s human nature!
Accessories, such as job titles (e.g. Dr.) and uniforms, infuse an air of authority, making the average person more likely to accept what that person says. You can see this in commercials that, for example, use doctors to front their ad campaigns.

5. Liking: The more you like someone, the more you’ll be persuaded by them.

Source: Internet

What does it matter if you like someone? According to Cialdini, it affects the chances of you being influenced by that individual. Welcome to Cialdini principle number five: liking. Liking is based on sharing something similar or a more superficial interest, like physical attractiveness.
This principle can be applied to conversions in the following way: A company that wants to boost conversion rates should create a great “About Us” page.
That sounds absurd, but it makes sense when you understand that a company’s “About Us” page is an opportunity to tell potential buyers about the similarities between its staff and site visitors. Since similarity is a key building block of liking, an effective “About Us” page is vital.

6. Scarcity: When you believe something is in short supply…You want it more!

Here we are, at the end of Cialdini’s authoritative list of persuasionWa principles. Scarcity is the perception that products are more attractive when their availability is limited.
We’re likelier to purchase something if we’re informed that it’s the “last one” or that a “special deal” will soon expire. In short, we hate to miss out, and that fear is a powerful motivator to encourage us to act quickly.

7. RECENCY ILLUSION

You know a product for the first time and then you start to notice and see it more often. Although this may be the result of a particular marketing strategy, it is most likely also due to a psychological effect in purchasing behavior called "Recency Illusion".
This is something you need to keep in mind when designing marketing campaigns – you need to develop highly relevant content, not one-off content.
To avoid implementing your marketing strategy locally, you need not only to bring your content to new readers but more importantly, to reinforce the message with people who have already approached your strategies.

8. VERBATIM EFFECT

Source: Internet

According to this principle, consumer buying behaviour often tends to remember the general idea of ​​content rather than the details they bring. To make it easier to understand, the average person will often remember a presentation you made in the general sense that it was about marketing for a startup, for example, rather than the specifics it offered.
In today's world, people are always in a state of headline-hungry. You need to wrap your content in the most understandable and concise way in your headlines. Use it wisely because that's what readers remember most.

9. CLUSTERING

Humans have limited space in their short-term memory. In fact, most can only remember seven pieces of information at a time. To deal with it, people tend to group similar pieces of information together to make them easier to remember.
Do the segmentation for your readers: group similar topics together. Besides being easier to see, your content will easily enter the reader's mind.
 
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