Principles of Persuasion

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A few weeks ago a reader sent me a message that's been stuck in my head.

I get it. Facebook's algorithm shifts monthly. TikTok trends become obsolete before you can brief your creative team. Google's AI summaries are rewriting the rules of SEO.

The ground is shifting faster than we can learn to stand on it. Every time you figure out what works, the rules change. Skills that took years to master become irrelevant overnight. The tactics that drove results last quarter are already outdated.

But whenever I feel that overwhelm I try to come back to the things that don't change.

I think back to my first-year uni class when we watched this video on Dr. Robert Cialdini’s six principles of persuasion, and I felt something click into place in my mind.

These aren't tactics. They're not platform-specific strategies that'll be obsolete by next year. They're fundamental aspects of human psychology.

When everything else is changing, these stay constant.

Understanding them gives you a foundation to build on when the ground won't stop moving beneath you. They're the principles behind every successful campaign, every viral moment, every brand that's built lasting loyalty. Not because they're trendy, but because they're fundamentally true.

People feel obliged to give back what they've received. It's hardwired into us. If someone does you a favour, you owe them one. If a friend invites you to their party, you feel obligated to invite them to yours.

But the real magic happens when the waiter gives one mint, starts walking away, then pauses, turns back and says "For you nice people, here's an extra mint." Tips jump 23%.

Same cost. Dramatically different result. The difference isn't what was given, it's how it was given. Personalised and unexpected beats generic every time.

Buffer understand this better than most. When they got hacked in 2013, instead of following the standard crisis playbook of careful PR statements, they published detailed blog posts within 24 hours explaining exactly what happened, what was compromised and the specific steps they were taking to fix it.

That transparency continued, with Buffer now publishing employee salaries, revenue metrics, equity structure and even their internal handbook. They give value through radical openness, and customers reciprocate with extreme loyalty.

Be the first to give and make what you give personalised and unexpected. Don't wait for customers to engage before you provide value. Lead with generosity and make it feel genuinely tailored to them.

People want more of what they can have less of. It's not rational, but it's very real.

The psychology runs deeper than FOMO. Scarcity works because it triggers loss aversion, our tendency to feel losses more acutely than equivalent gains. When something becomes less available, we don't just think about what we might gain by having it, we think about what we'll lose by not.

Supreme built their entire empire on this principle. They've turned scarcity into their core business strategy in ways that defy every conventional wisdom about customer experience.

Their product drops operate with deliberate vagueness. After sitting in a queue overnight, once inside customers have minutes to grab available items. No deliberation time. No returns accepted. Only 13 physical stores worldwide despite being a billion-dollar brand.

The scarcity isn't accidental. It's engineered, and it works spectacularly. Teenagers sleep on pavements. Adults hire line-sitters for hundreds of dollars. Products resell for 2-3 times retail price within hours.

Supreme's approach proves sometimes making things harder to get makes people want them more. The difficulty isn't a bug, it's the feature.

Don't just communicate the benefits people gain by choosing you. Point out what's unique about your offer and what they stand to lose if they don't act. Scarcity works best when it's genuine and when you're transparent about why it exists.

The problem is, you can't exactly go around telling potential customers how brilliant you are. That's the fastest way to lose credibility.

But you can get someone else to do it for you.

One group of real estate agents increased signed contracts by changing one simple thing. When reception staff answered customer enquiries, they first mentioned their colleague's credentials.

"Lettings? Let me connect you with Sandra, who has over 15 years experience letting properties in this area."

"Speak to Peter, our head of sales. He has over 20 years experience selling properties. I'll put you through now."

That expert introduction led to a 20% rise in appointments and a 15% increase in signed contracts. Not bad for a small change that cost $0 to implement.

In blind taste tests, Nespresso doesn't beat traditionally brewed espresso. But that's not the point. The authority positioning through Clooney makes customers perceive it as superior.

Signal your expertise before you make your pitch, ideally through credible third parties. Choose authority figures whose credibility naturally extends to your category. Reinforce that authority through environmental cues that consistently communicate expertise and quality.

People like to be consistent with things they've previously said or done. Once we commit to something, even in a small way, we feel pressure to follow through.

In one famous study, researchers asked homeowners to put up a large billboard on their front lawn supporting a "Drive Safely" campaign. Unsurprisingly, not many agreed.

But in a similar neighbourhood, four times as many homeowners said yes to the same request. The only difference was, ten days earlier, the second group had agreed to place a small postcard in their window supporting the campaign. That small card was the initial commitment that led to a 400% increase in a much bigger ask. The homeowners wanted to stay consistent with their previous choice.

The power multiplies when commitments are voluntary, active and public.

Morning Brew nailed this principle when building their referral program. The genius was in the structure. Each referral milestone was a small commitment that led naturally to the next one. Share with 3 friends, get exclusive content. Share with 10 friends, get merchandise. Share with 1000 friends, get a free trip!

About 30-35% of their new subscribers came from referrals, and during peak periods it was as high as 75%. This referral engine helped them scale from a college project to 4+ million subscribers and a $75 million acquisition.

The consistency loop worked because each small commitment made the next one feel natural. Subscribers who'd already shared with 3 friends found it easier to share with 10. Those who'd reached 10 were invested enough to push for 25.

Look for small, voluntary commitments that can cascade into bigger ones. Don't ask for the big investments upfront. Start with something easy that aligns with where customers already are, then build from there. Make it active (not passive) and public (not private).

This one seems obvious, but the science is interesting. It shows that we like people who:

In studies on negotiations between MBA students, one group was told "time is money, get straight down to business." About 55% reached an agreement.

A second group was told to exchange personal information first and identify a similarity before negotiating. In this group, 90% reached successful agreements that were typically worth 18% more to both parties.

Finding common ground before business wasn't just nice. It was profitable.

Oatly built their brand on likability through voice. When they entered the US market in 2014, plant-based milks were seen as niche products for the lactose-intolerant. Most dairy alternatives apologised for not being "real" milk. Oatly’s packaging carried conversations, not marketing messages. "Hello future oat milk drinker! Yes, we know it's weird to call it milk when it isn't, but..."

This voice worked because it felt genuinely likeable. Their unapologetic stance invited customers into a community of people who shared common values about sustainability and health.

When the Swedish dairy lobby sued them for the slogan "It's like milk, but made for humans," Oatly didn't hide. They printed the entire lawsuit in newspapers and on their website. They turned legal trouble into content that reinforced their underdog, likeable personality.

By 2021, they'd built a $10 billion company largely on the strength of a voice that made people feel like they were buying from friends, not a corporation.

I mean, I don’t even drink oat milk, but I like Oatley!

Before pitching, look for genuine areas of similarity you share with others. Give authentic compliments. Find ways to cooperate towards shared goals. On your brand level, develop a voice that sounds like someone your audience would actually want to be friends with.

When people are uncertain, they look to the actions of others to guide their own behaviour. This is social proof in action.

Then they got even more specific. Instead of what most guests do generally, they said "75% of people who have stayed in this room have reused their towel."

This led to a 33% increase in reuse. The more similar the comparison group, the more powerful the consensus effect.

When we're unsure what to do, we assume that others have better information than we do. If most people are doing something, especially people like us, it must be the right choice.

Rather than relying solely on your own persuasive abilities, point to what many others are already doing. Make the comparison group as similar to your target audience as possible. Show that people like them have already made the choice you're suggesting.

Yes, Instagram's algorithm changed again last week. Yes, Google's AI overviews are rewriting SEO. Yes, the tactics that worked last quarter might not work next month.

But human psychology hasn't fundamentally changed in centuries and it’s not about to start changing now.

These six principles aren't going anywhere. They worked before the internet existed. They'll work long after whatever comes next.

Thriving brands master these timeless fundamentals and apply them through whatever channels are current.

When you're feeling overwhelmed by everything that's changing, audit your marketing through this lens:

These aren't complex strategies that require massive budgets or sophisticated technology. They're psychological principles that can cost nothing to implement but create compounding advantages over time.

The tools change. The tactics evolve. The platforms rise and fall.

But the principles that move people stay the same.

Focus on what doesn't change and you'll have something to anchor to when everything else won't stop shifting.

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