Copywriting that persuades. We use the principles of Cialdini and Klaff to map out the best way to talk to your audience, whether in a presentation, on the web, or elsewhere.
Robert Cialdini describes 6 principles of influence in his book - INFLUENCE: The Psychology of Persuasion
Principle #1: Reciprocation - based on experiments published by Randy Garner, a social scientist, that prove the implication is you have to go first.
Principle #2: Social Proof - People look to their peers for clues to make decisions, for anything from personal choices to industry trends.
Principle #3: Commitment and Consistency - People do not like to back out commitments that they make, especially if they have agreed to do something verbally or in writing.
Principle #4: Liking - People prefer to say yes to those they know and like.
Principle #5: Authority - People respect authority and likely to follow the leads of experts.
Principle #6: Scarcity - People believe that the less there is of something, the more valuable it is. This ties into the croc brain thinking that Oren Klaff talks about in Pitch Anything.