9-Laws-of-Persuasion

Social psychologists have identified well over 200 laws of persuasion. My 9 favorite, and the ones I consider
most powerful, are listed for you in this quick reference guide.

These laws of persuasion pack a lot of power. And I don’t mean that in the usual schmutzy internet big
promise, no substance kind of way. I mean they actually pack a lot of power for real. Master these laws and
people will take action when you want them to take action.

While these laws aren’t magic, but they are deeply rooted in human psychology. They underline some of
mankind’s most hard-wired tendencies.

A quick caution:
As you read through these laws, at some point you’ll notice that they could be used to deceive or take
advantage of people. I don’t deny that fact. These very laws are used every day by scumbags to dupe
innocent people.

That being said, realize that the truth always comes out – and over time, you really do get back what you put
out into the world… so decide carefully. Use these laws ethically – to create win-win scenarios with customers
who will come back to you over and over again for many years to come.

The bad guys never last. Be a good guy.

Credit Where Credit is Due:
While no single person is the “inventor” of these laws, in my opinion, no one has ever
done a better job of documenting them than Robert Cialdini in his classic book,
Nnnnnnnnn Influence – The Psychology of Persuasion. It’s my persuasion bible… if there were such a
thing.

Also, for more on influence and persuasion, Kurt Mortensen’s book, Maximum Influence, is a
close second.

If you’re trying to build something special and stand out from the crowd, there’s no better subjects to study
than influence and persuasion.

Enjoy this guide. If you have any questions, or if I can help in any way, please feel free to contact me via email
at Gary[at]RebootAuthentic.com.

www.RebootAuthentic.com

Description:
When someone does something nice for us, we feel a strong drive to return the favor. Therefore, if you
become a giver, people will naturally want to do things for you - including saying “yes” to your offers.

Examples:
• Offering free downloads to new or existing subscribers
• Volunteering your help someone whose attention you’re seeking
• Routinely emailing your followers with useful information
• Consistently giving your audience truly high value content

Resource:
Article: How The Law of Reciprocity Can Make or Break Your Business

Description:
When people aren’t sure how to behave, what to believe, or how to react, they look for social norms. In other
words, they look to what everyone else is doing as a guide to their own actions.

Examples:
• Direct testimonials from credible public figures
• Borrowing credibility from famous figures through association
• Demonstrating that other people like what you’re offering

Resources:
Testimonials: Visit my blog’s home page and note the testimonials at the top right of every page
Example of borrowing credibility: The Albert Einstein Guide to Influence

Description:
This law tells us that people like to be seen as consistent and true to their word, so they will normally act in a
manner that is consistent with their commitments. In other words, if you can get someone to commit to
being a certain type of person or commit to taking a certain action, they will be inclined to behave in a way
that is consistent with their commitment. Additionally, if you even suggest to people that they are generous,
or trustworthy, or brave… their inclination will be to behave in a way consistent with that suggestion.

Examples:
You can observe the law of consistency most often in written advertising and marketing materials. Any time
you see an advertiser or marketer suggesting that agreeing with them, or buying their product, or joining
their email list is what smart, cool, or ambitious people do – you’re observing the law of consistency. It’s an
extremely powerful suggestion that works brilliantly on most of us most of the time.

www.RebootAuthentic.com

Description:
People prefer to say yes to people who they feel like they know and like. Similarly, people tend to favor
people who they see as attractive or similar to themselves.

Examples:
The easiest way to leverage the law of likability and similarity for yourself is to go to great lengths to
understand your audience – and then very clearly demonstrate to them that you understand their wants and
needs on a deeply intimate level.

Resource:
Article: Are You Targeting The Wrong Readers? 7 Tips To Fix The Problem

Description:
People respect and follow authority. They feel comfortable following the examples and advice from those
who they consider real experts. Positioning yourself as an authority will increase the probability that others
will comply with your requests - even if the authority is actually false.

Examples:
The world of blogging is the best example I can think of that demonstrates the law of authority at work. While
it’s not outwardly visible or publicized, if you were to closely examine the backgrounds of some very
successful online authorities, you’d find that many of them had no prior background or experience in the
areas in which they established their authority. In other words, they faked it ‘till they made it.

The moral: As much as possible, position yourself as an authority – and be cautious when accepting others as
legitimate authorities.

Description:
This law demonstrates that people tend to believe that the less supply there is of something, the more
valuable that thing is. This law is related to a couple of other well-known concepts: Supply and demand; and
the fact that our fear of loss is a much stronger motivator than our desire for gain. It’s a powerful motivator to
point out that someone might miss out on an opportunity.

Examples:
• Only 5 left at this price!
• Don’t miss out!
• Here’s what you’ll miss if you don’t act…

www.RebootAuthentic.com

Description:
This law reminds us of the incredible persuasive power of words. The right words are motivating and
captivating. The wrong words are repellent and unproductive. When communicating your requests to your
customers, make sure to use powerful, positive, action-oriented words – because your persuasive success
depends upon those words.

Examples:
• Using “you” language.
• Using words that demonstrate empathy.
• Using language that describes what your offer does - not what it is.
• Avoiding “weak” language. (Might, possible, try)

Resource:
Article: The Sales Simplicity Series: Are You a Feature Preacher?

Description:
The law of involvement says that people are more engaged and more apt to comply with your requests when
you involve them mentally and physically - and engage as many of their senses as possible.

Examples:
• Saying, “Click reply and tell me…” in your emails.
• Using stories that pull your audience in emotionally.
• Asking thought-provoking questions.
• Creating dialogue that makes your audience think “yes.”
• Always including a clear and strong call to action in each communication with your audience.

Description:
This law says that people will tend to behave in a way that will validate a sincere compliment they’ve been
given. If you present your offer in a way that compliments your audience, they will be more inclined to follow
through on what you’ve asked them to do.

A Tip:
Compliments need to be sincere, truthful, and specific. False or forced compliments stand out like a sore
thumb and actually stunt your ability to persuade others.

www.RebootAuthentic.com