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1. Reciprocity: It is the principle of giving a little something to get a little something in return. The brain is wired to return favours and pay back debts. Indeed, we hate to feel indebted to others. This is why relevant free content, free trial or “tit for tat” actions work.
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2. Commitment and consistency: People want their beliefs to be consistent with their values and those of others. Most people that say they will do something, end up doing it.
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For instance, posting good content regularly is a sign of consistency. Further, “foot in the door” strategies are used to gain commitment for 1) something small (a small purchase, sign-up for a free trial, newsletter access) and 2) something bigger at a later stage.
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3. Social Proof: There’s nothing more rewarding than feeling validated based on what others are doing and responding to. People look for the endorsements we give others as source of safety before replicating.
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Great examples used by businesses include positive product reviews or testimonials, crowds gathered around street performers and tipping their performances, celebrity endorsing or social media reviews.
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4. Authority: We tend to obey authority figures, even if we might object to their views. It’s human nature! Think about your actions when you see the title “Dr”, a doctor recommends a drug, a journalist reports on a field of expertise, or a verified account.
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5. Liking: The more you “like” someone, the more you’ll be persuaded by him/her. This is linked with recognising a shared interest or a similarity. Consider here establishing personal connections on social media or being convinced of supporting a social or humanitarian cause.
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6. Scarcity: When you believe something is in short supply…You want it more! Indeed, if there are only a few products available within a specific category, the perception that the product is more attractive than another prevails.
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This principle requires creating a sense of rarity and urgency. Stores will often hold a sale on a limited number of items or for a limited period of time. For instance, I only run limited social media campaigns with brands every year intending to deliver high returns.
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I like being reminded of those principles which I learnt over 25 years ago. I use them every day in my social, personal and business engagements. Discover more by reading this helpful article from
https://go.sabinevdl.com/3w858Yt
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If you like this thread please https://twitter.com/SabineVdL/status/1614707501970112512… as well as retweet and like!
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Sabine VanderLinden
@SabineVdL
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How to overcome doubts and fears using Caldini’s six principles also called “weapons of Influence.” These principles work in life, work and social media to boost attraction and conversion. [Check the thread and comment below] 
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