Der Harvard Business Review Artikel „Harnessing the Science of Persuasion“ von Robert B. Cialdini ist in der Marketing- und Vertriebswelt ein absoluter Klassiker. – Grund genug sich die von Cialdini im Oktober 2001 beschriebenen „six basic laws“ als Grundanforderungen an überzeugende Kommunikation immer wieder mal in Erinnerung zu rufen.
01
Liking
People like those who like them.
Application:
Uncover real similarities and offer genuine praise.
02
Reciprocity
People repay in kind.
Application:
Give what you want to receive.
03
Social Proof
People follow the lead of similar others.
Application:
Use peer power whenever it’s available.
04
Consistency
People align with their clear commitments.
Application:
Make their commitments active, public and voluntary.
05
Authority
People defer experts.
Application:
Expose your expertise; don’t assume it’s self-evident.
06
Scarcity
People want more of what they can have less of.
Application:
Highlight unique benefits and exclusive information.
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