22 min read

Power selling laws of persuasion

Published on
January 12, 2023
Patrick Mehrhoff
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Robert Cialdini's laws of persuasion

Robert Cialdini, who is often considered 'the father of persuasion', spent many years studying real cases of buyer behaviour. He identified a series of universal principles that help us understand how people think, and these can be used to enable us to push sales from potential customers.

Power selling principles

  1. Ensure that your audience can identify with you
  2. Generate intrigue, curiosity and surprise
  3. Explain the benefits you are offering
  4. Be clear about what they are going to receive
  5. Get inside your customer's head
  6. Speak their language
  7. Consider potential issues in advance
  8. Provide them with clear calls to action
  9. Fill them with confidence and comfort
  10. Focus on Social Proof

The principle of reciprocity 

When you offer value to your target audience, they are more likely to return and buy from you again.


  • Lead Magnets
  • Value Marketing
  • Nurturing with valuable content
  • Free product samples

The principle of commitment and consistency

The best way to earn the loyalty of customers and prospects is to make them commit to something. People prefer to be loyal and consistent with their previous choice.


  • Polls
  • The sales process with defined deadlines

Social proof

We all prefer to buy what everyone is buying, especially those we look up to.


  • Highlight your successes
  • Testimonials


  • Show off your best and most relevant references/reviews.
  • Please don't assume that they know your company size.
  • Be creative. Sometimes you don't have a strong track record yet - it's a matter of looking like you do.

The principle of liking

We prefer to buy from brands and products that "we like" and that we feel close to.

Actions and tips

  • Storytelling
  • Highlight your values
  • Focus on the personal side of the company
  • Social media is the perfect channel

The principle of authority

We prefer (and it comforts) to buy from people or brands that are a reference or authority.


  • Highlight your success stories, achievements, customers, awards, etc.

The principle of scarcity

We feel drawn in by rare things and not available to everyone.


  • Creation a 'Fear of missing out (FOMO)' like they do at Amazon, Booking.com, etc.
  • 'Limited spaces'
  • "Limited time only."
  • Pre-sales

To sell an action

What do we mean by this?

  • In marketing, we constantly ask customers to do things: click on an ad, leave the data, buy, etc. But you have to make them WANT to carry out these actions, rather than making it feel like a chore.

Common problem

  • Almost nobody knows how to do this. And this is why ads often don't work well, or websites don't convert as much as they should.

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