Before Christmas I went on some training about invitation and recently revisited a book on encouragement. These have forced some thoughts on persuasion and methods.
Dr Robert Cialdini is a scholar in persuasion and marketing. In his work he lists six “weapons of influence”:
- Reciprocation - People tend to want to return a favor.
- Commitment and Consistency - If people make a commitment to something, verbally or in writing, they tend to keep it.
- Social Proof - People will do things when they see other people doing it.
- Authority - Even with uncomfortable action, people will tend to obey authority figures.
- Liking - People are easily persuaded by other people that they like.
- Scarcity - A perceived scarcity will generate demand for something.
The trouble is where does manipulation and brainwashing start and the sharing of a great idea or belief? So when is it inviting, influencing, persuading, or brain washing? Not easy... That's why we need ethics.