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The 6 Principles of Influence Every Marketer Needs To Know

Direct marketing thought leader Rick Petry explores the mechanics of Dr. Robert Cialdini’s principles of influence in this six-part series based upon Dr. Cialdini’s seminal book Influence: The Psychology of Persuasion. Petry notes, “Since I first encountered these principles over 15 years ago, a day hasn’t gone by in my marketing and advertising career where I haven’t put them to good effect. They contain essential knowledge that every marketer should be intimately familiar with. Beyond their applications in marketing, Cialdini’s insights will help you navigate relationships armed with insight that reveals what motivates people and how they tick.” The principles are:

Principles of Influence Part 1: The Power of Liking
Principles of Influence Part 2: The Law of Reciprocity
Principles of Influence Part 3: Scarcity as Motivator
Principles of Influence Part 4: Authority as a Builder of Trust
Principles of Influence Part 5: Consistency — Doubling Down on Decisions
Principles of Influence Part 6: Social Proof is Positive Proof