Influence The Psychology of Persuasion

Reciprocity

People feel obligated to give back when they receive something first.

Why it works:

Giving triggers a subconscious debt.

Examples:

• Free trials
  
  

• Free audits
  
  

• Free guides or reports
  
  

• Complimentary consultations
  
  

Marketing/Sales Use:

“Let me show you exactly what’s broken in your funnel before we talk pricing.”

⚠ Important: The gift must feel genuine, not manipulative.

Commitment & Consistency

Once people commit publicly or mentally, they want to stay consistent.

Why it works:

Inconsistency creates psychological discomfort.

Examples:

• Small “yes” before big “yes”
  
  

• Surveys
  
  

• Step-by-step onboarding
  
  

• Free challenges
  
  

Sales Use:

“Does it make sense to you that predictable leads would help smooth out your slow months?”

Once they say yes, future agreement becomes easier.

Social Proof

People look to others to decide what’s correct—especially when uncertain.

Why it works:

“If others like me did this, it’s probably safe.”

Examples:

• Reviews
  
  

• Testimonials
  
  

• Case studies
  
  

• “Most popular” labels
  
  

Marketing Use:

“We’re currently working with 14 HVAC companies in your state.”

Specific proof beats generic claims.

Authority

People defer to credible experts.

Why it works:

Authority shortcuts decision-making.

Examples:

• Certifications
  
  

• Media features
  
  

• Data-backed claims
  
  

• Demonstrated expertise
  
  

Sales Use:

“We’ve generated over 3,200 booked calls using this exact system.”

Authority must be earned, not faked.

Liking

People say yes to those they like and relate to.

Why it works:

We trust people similar to us or who compliment us.

Examples:

• Shared background
  
  

• Genuine compliments
  
  

• Personal stories
  
  

• Mirroring language
  
  

Sales Use:

“Most contractors I work with started the same way—strong referrals, but unpredictable weeks.”

Relatability builds trust faster than features.

Scarcity

People value things more when they’re limited.

Why it works:

Fear of missing out (FOMO).

Examples:

• Limited spots
  
  

• Deadlines
  
  

• Exclusive access
  
  

Marketing Use:

“We only take 3 new clients per month so results don’t slip.”

Scarcity must be real or it destroys trust.

Unity

People are influenced most by those they see as “one of us.”

Why it works:

Shared identity creates loyalty.

Examples:

• Industry-specific messaging
  
  

• Community language
  
  

• “Built for contractors, by people who work with contractors”
  
  

Business Use:

Niche positioning beats general marketing.