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111 Key Principles for Success



Principle 96 - Cialdini 7 Elements of Persuasion


Robert Cialdini is considered the father of persuasion. Scott Adams, the creator of the Dilbert comic strip likes to call him the Godzilla of persuasion.

Cialdini has written best-selling books on persuasion. From his books, I've created the acronym ASSCURL to make these rules easier to remember. This comes from his books:

Below are the definitions. My book will discuss each of these topics in more detail. I highly recommend reading Cialdini's books for additional information.

  1. Authority - We are programmed to follow authority
  2. Social Proof - We do what others do also known as group-think
  3. Scarcity - Scarce items are more valuable
  4. Commitment/Consistency - Once we commit to something we keep doing it
  5. Unity - Family or groups persuade
  6. Reciprocation - Scratch my back and I'll scratch yours
  7. Liking - We do things for people we like and not for people we dislike

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