Whether orally or in writing, there is a wide range of proven mechanisms aimed essentially at activating the right psychological levers to get your audience to move in the direction your desire. In this article, we share with you:
- The six main principles of persuasion set out by Cialdini
- The cognitive biases studied by Ariely, to be taken into account in the process of persuasion.
- The dangers of persuasions by Jordan Belfort
The 6 great principles of persuasion by Robert Cialdini
Considered the father of persuasion, Robert Cialdini in his classic ” Influence” , shares with us scientifically valid sociological experiments at the end of which he states the 6 great principles of persuasion.
- Social proof
This is a tendency of human beings to adopt the behavior of their peers. Basically, we do what the people around us do.
To illustrate this principle, the author tells us several fascinating experiments, including this one:
A subject is put in a room with several other people. These people are accomplices of the experimenter and act according to his instructions. This group of people sits and fills out a form for a so-called study.
Only 5 minutes later, a thick smoke starts to invade the room. The subject, or rather the guinea pig of the experiment notices the smoke. However, all the other participants, who are accomplices, totally ignore the smoke and continue to fill in their forms, without showing or even glancing at the smoky corner.
At the end of this experiment, it turns out that despite the room filling up with smoke, the guinea pig was indeed worried, but since nobody around him was panicking, he remained quietly seated, under the influence of the group.
It was only when the room was completely covered with smoke that the subjects of the experiment decided to leave!
Can you believe it? And yet this experiment has been reproduced several times, with the same results.
The following assertions therefore make sense :
The human being is a social sheep.Robert Cialdini
If you want to persuade someone to do something, tell them, or better yet, show them, that other people have already done it.Galileo ZOA
For example: show your target audience that hundreds of people are already using your product, that a prestigious customer has trusted you, or simply that others have already opted for this solution.
You finally understand why a full snack bar will always tend to attract more people than an empty one.