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Influence: The Psychology of Persuasion – 6 ‘Weapons of Influence’ on YouTube

December 1, 2020 | Social Proof on Websites

Learn the secrets of persuasion at the feet of the master.

Dr. Robert Cialdini describes his 6 “weapons of influence” in these six, short YouTube videos.

  1. Commitment and Consistency
  2. Social proof
  3. Authority
  4. Liking
  5. Scarcity
  6. Reciprocity

Commitment and Consistency

The 2nd of Dr. Cialdini’s 6 ‘Weapons of Influence’, the Consistency Rule states that people have a ‘nearly obsessive desire’ to appear consistent with earlier decisions we have made.

According to Dr. Cialdini… “Once we have made a choice, we will encounter personal and interpersonal pressures to behave consistent with that commitment.”

How does this relate to Google Reviews or video testimonial reviews? You are asking your EXISTING customer for a review of their experience with you. They have ALREADY chosen to do business with you and, in their mind, you are THEIR doctor, plumber, hairdresser or whatever your business is. When you ask them for a review, they WANT to give you the review because that is CONSISTENT with their earlier decision to choose you.

Assuming you have done all the basic, transactional elements of the business exchange properly then the Consistency Rule predicts that your customer is MORE LIKELY THAN NOT to say ‘Yes!’ to your request for a Google Reviews or video testimonial.

Social Proof

Social proof is evidence from OTHER PEOPLE of how WE should behave in uncertain conditions. Social proof is one of Dr. Robert Cialdini’s 6 ‘Weapons of Influence’ from his 1984 book Influence: The Psychology of Persuasion which has become a very influential book for marketers, small business owners and entrepreneurs.

What is Social Proof?

Who is helped by Social Proof?  Learn about the therapy that saves lives.


We prefer to say ‘Yes’ to people with credentials, titles, leadership roles and specialist expertise.


We like people who are similar to us. Liking can give you and edge in negotiations or in any attempt at persuasion such as sales, leadership, group interaction or even in your own family.


We fear the loss of something more than we value the cost to obtain that thing.

In other words, marketers can appeal to our ‘loss aversion’ by implying that we may lose the opportunity to buy by waiting.

Scarcity is a time-honored technique of marketers and this brief video by Dr. Robert Cialdini explains the research behind this ‘Weapon of Influence’ and how small business owners, entrepreneurs and marketers can honestly use scarcity to communicate with their customers.


Reciprocity: The 1st Rule of Dr. Robert Cialdini’s canonical 1984 book, Influence: The Psychology of Persuasion states that we (people) WANT to repay in kind what another person has provided us.

Salespeople, fundraisers, advertisers and entrepreneurs all seek to persuade their clients using (honest) techniques to get them to say ‘YES!’ Reciprocity is the first rule and, perhaps, the most universal of Cialdini’s 6 rules. ”

After intensive study, sociologists… can report that no human society does not subscribe to the rule.” (p. 18)

So, learn the rule right from the man who first discovered it’s power. Watch the video.

Check out the blogpost with more examples and discussion from the book.

Persuasion is more important than ever these days as online merchants and e-commerce websites seek to learn ways to persuade their customers to Buy Now! Click Here! and Learn More.

But, we also seek to persuade our children to study, to get our neighbors to keep a tidy lawn or to ask out elected officials to vote for our favorite cause.

Persuasion is to communication what energy is to motor vehicles; one is simply not effective without the other.

Gather more Google & video reviews with new app

Promote your business online using the faces, the voices and the words of your BEST customers speaking directly to NEW customers.

Use the WOW Promoter to collect customer testimonials and Google Reviews from your point-of-sale.

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