The Art of Persuasion -- Six Basic Laws of Winning Friends and Influencing People

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No leader can succeed without mastering the art of persuasion. But there’s hard science in that skill, too, and a large body of psychological research suggests there are following six basic laws of winning friends and influencing people.

1. The Principle of Liking (People like those who like them)

The Application: Uncover real similarities and offer genuine praise.

2. The Principle of Reciprocity: People repay in kind.

The Application: Give what you want to receive.

3. The Principle of Social Proof: People follow the lead of similar others.

The Application: Use peer power whenever it’s available.

4. The Principle of Consistency: People align with their clear commitments.

The Application: Make their commitments active, public, and voluntary.

5. The Principle of Authority: People defer to experts.

The Application: Expose your expertise; don’t assume it’s self-evident.

6. The Principle of Scarcity: People want more of what they can have less of.

The Application: Highlight unique benefits and exclusive information.

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(From Harnessing the Science of Persuasion by Robert B. Cialdini, Havard Business Review-October 2001)

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