Symbols of the Pillars of Persuasion
Mastering The Six Pillars of Persuasion to influence people isn’t just for marketers or salespeople; we use it every day, everywhere. Don’t believe me? Once you understand the basics, you’ll start to see it in all sorts of situations.
So how does it work? In a nutshell, there are six basic ways we persuade people to react. At the heart of persuasion are six core principles, famously outlined by psychologist Dr. Robert Cialdini. These Six Pillars of Persuasion tap into how people think, feel, and make decisions. It’s for anyone who communicates with intention. Whether you’re trying to win over a client, inspire a team, or convince your friend to watch your favorite movie, understanding how influence works gives you a major edge. Here’s a quick look at the principles in action.
Pillar No. 1:Reciprocity
You know this one. “You scratch my back and I’ll scratch yours”. That phrase is usually spoken in somewhat nefarious ways, but transactions can be valuable for a manager who needs to get something done. “Hey, Jane, Rob called in sick today. If you stay tonight, I’ll let you go an hour early on your next shift.” See how that works? If you are trying to figure out if reciprocity works, just remember the phrase: If-Then. Why? Because reciprocity implies a favor, and we naturally feel compelled to return favors. Show them what’s in it for them, and you’re likely to convince them to help.
Pillar No. 2: Social Proof
They’re everywhere. Influencers. We look to others when we’re unsure. Reviews, testimonials, and success stories signal that others trust you and make others more likely to do the same. People tend to be swayed by recommendations and testimonials.
Think I’m kidding? I did a workshop exercise where I asked a group of restaurant managers to convince their team to switch from chicken eggs to alligator eggs. It was a bit of trouble until I said, “What would happen if Taylor Swift said she was suddenly switching to alligator eggs?” Need I say more? This is social proof. It’s most obvious in social media, marketing, and advertising, but if you look closely, social proof is ever-present.
Pillar No. 3: Commitment & Consistency
Promise me that you’ll be there when I need you, and I’m sold. Why? Because I trust you. If your team believes that you are committed to their success, they will be more willing to do what you need. This is sales 101, and persuading someone to act, whether it’s in an infomercial, on a car lot, or in the conference room, is all sales, regardless of the currency used for payment. The key here is consistency. If you don’t keep your word, you lose their trust and weaken your ability to impact others.
But wait, there’s more! Getting them to make a small commitment will provide a self-directed influence that makes them want to follow through. Look back at the Social Proof Pillar above. The restaurant managers realized they could persuade people to switch to alligator eggs by getting everyone to taste them! If the eggs failed the test by a pre-determined margin, the managers would commit to advocating to keep things as they were. By combining the pillars of social proof, commitment, and reciprocity, the managers developed a plan of attack that they believed would work.
Pillar No. 4: Authority
You know authority when you see it. It shows up as expertise, professional titles, uniforms, and actions. Authority is often given (i.e., promotion, appointment, job duties, etc.), but it can also be assumed – ever see someone step in and take charge in an emergency? Think about your role. Where do you get the authority to influence others? More importantly, when do you use it? Just because you have the power to make people do something doesn’t mean that it should become your “go-to” tactic.
Pillar No. 5: Liking
We’re more likely to be influenced by the people we like. Shared values, genuine compliments, and authentic connection go a long way in winning hearts and minds. We want to work with people who make us feel comfortable. Personally, I won’t do business with people who don’t/won’t smile. Think about the people you like being around and how easy it is to work with them. Are you liked at work? I’m not talking about “let’s go to lunch and talk about high school”. You don’t have to be that up close and personal, but you do have to have a personality that people want to be around. If you’re only way of communicating what you need is “it’s company policy,” people will do what you want – but that’s all they’ll do.
Management guru Peter Drucker coined the phrase “Management by Walking Around“. It’s easy to do; take a break, walk around the worksite. Stop by and talk to your folks about anything other than work. Ask about a picture on their desk or how they spent the weekend. If you haven’t done it before, it’s ok; the more you do it, the easier it gets. Show your team that there’s a real person inside the boss, and it will pay dividends
Pillar No. 6: Scarcity
Remember the pandemic? Remember the shopping carts full of paper products? We want what we can’t have, and if it’s limited, we want it even more. Tell us something’s limited, and we make a mad dash for it like ants to a picnic. Sometimes we want it because it’s limited. Why? Fear of Missing Out. Limited time offers, exclusive content, or “only a few spots left” messages create urgency and increase perceived value.
Need your team to sign up for a popular training course? What happens if it’s only offered once or there are a limited number of seats? Someone will miss out. Combine it with reciprocity (early signups get ___________), and registration fills within minutes. It’s a powerful combination that gets people to do what you need
Conclusion
The pillars aren’t about manipulation, they’re about connecting more effectively and ethically. Mastering them will transform how you communicate, sell, and lead. When managers learn to persuade instead of direct, the job gets easier. Study the pillars, observe them in routine situations, and practice using them. Share your experience with others in the comment section below.