How to influence (without manipulating): 6 concrete levers to use in your business — according to Cialdin
Are you looking to sell better, convince faster, and build loyalty longer? Robert Cialdini has identified six powerful psychological mechanisms that influence our decisions, often without us realizing it. The good news is that these principles are easy to implement in any marketing strategy, even with a limited budget. Here they are in summary:
- Offer first (reciprocity),
- Be consistent with your messages (engagement),
- Emphasize social proof,
- Gain credibility (authority),
- Be likeable,
- And above all… create scarcity.
Now, let’s see how to apply them concretely to your business.
1. Reciprocity: give to receive
Humans hate feeling indebted. Offering something (even a small gift) naturally encourages others to reciprocate.
Cialdini explains how a server who adds a candy bar to the bill sees their tips increase by 14%. Add a second candy bar, with a small smile? The tip increases to 23%.
Apply to your business:
Send a free guide or personalized resource BEFORE offering a paid service.
Offer a free site analysis or audit without asking for anything in return: the “I owe you” effect will do the rest.
2. Sympathy: People say yes to people they like.
We’re more likely to say yes to someone who resembles us, compliments us, or inspires confidence in us.
A study showed that in a B2B sale, when a salesperson takes three minutes to discuss commonalities before discussing business, closing rates increase by 90%.
Apply to your business:
Show your face, your values, your commitments: humanize your brand.
In your emails or on your website, use a natural tone and show that you understand your customers’ problems.
3. Rarity: what is rare appears valuable.
We place more value on what is limited. It’s not just a matter of urgency; it’s a fear of missing out on an opportunity.
In a campaign, simply adding the words “Offer available today only” can double the conversion rate.
Apply this to your business:
Limit the number of places available in a training or workshop.
Create flash offers or bonuses available only during a live session or webinar.
4. Authority: People follow those they perceive as experts.
We’ve been taught to trust authority figures: doctors, experts, the media, etc. This trust can be replicated in your strategy.
A certified website, a guest article in a well-known media outlet, or a conference presentation automatically inspires more credibility.
Apply this to your business:
Display the logos of your clients or media outlets that talk about you.
Create educational content (articles, videos, LinkedIn posts) to showcase your expertise.
5. Consistency/Commitment: People want to stick to what they say or do.
Once a person commits to a particular direction, they’ll tend to stick with it. This is why small commitments lead to big decisions.
Cialdini cites an experiment where people were more likely to agree to put up a large sign in their yard… after simply putting a sticker on their window two weeks beforehand.
Apply this to your business:
Start by offering a simple action: signing up for a newsletter, completing a survey, or committing to a mini-challenge.
Create progressive journeys, where each step strengthens the prospect’s commitment.
6. Social proof: people follow what others are doing
We trust the actions of others, especially in times of uncertainty.
That’s why customer reviews, testimonials, or “x people have already purchased” are so powerful. A landing page with testimonials increases conversion rates by an average of 34% (source: VWO).
Apply to your business:
Display the numbers (e.g., “Already 1,200 entrepreneurs supported”).
Include authentic customer reviews, with a photo and first name if possible.
Conclusion: Ethically influencing
These levers are powerful. But like any psychological tool, they must be used ethically. The goal isn’t to manipulate, but to make your messages clearer, more credible, and more human.
Ask yourself this question before each use: “If my customer knew I was using this lever, would they still agree to buy?”
You now have the keys. It’s your turn.