Principles of Persuasion

When Science is Available,
Why Use Anything Else?

In business today, effective influence is essential. Want your ideas implemented? You must influence others to act on them. Want more clients? You must influence people to buy from you. Want more advancement or responsibility? You must influence leaders to see the value of what you offer. And, to be effective, you must be able to influence others by creating long-lasting relationships, mutual trust, and commitment.

Dr. Robert Cialdini’s in-depth and renowned research on persuasion taps into universal human tendencies that cross cultures, generations, and time. These powerful influence techniques can be taught, learned, and implemented in an ethical manner.

In most cases, these Principles help people to know when it is wise to say “yes” to a given request. They counsel us to make the right decision quickly and effectively.

Although the Principles seem like common sense, the full understanding of their importance and the implementation of successfully moving people to a YES takes mastery.

The Principles include:


People feel obligated to give back to others who have given to them


People prefer to say “yes” to those they know and like.


People decide what’s appropriate for them to do in a situation by examining what others are doing there.


People rely on those with superior knowledge or perspective for guidance on how to respond.


Once they make a choice/take a stand, people will encounter personal and interpersonal pressure to behave consistently with that commitment.


Opportunities appear more valuable when they are less available.

New Seventh Principle:

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Begin your journey towards being a master of influence with Dr. Robert Cialdini’s Principles of Persuasion courses facilitated by Gail Rudolph Collaborative.

Follow in the footsteps of the thousands who have benefitted from Dr. Cialdini’s teachings; learn the Principles of Persuasion today.