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Dr. Robert Cialdini’s 6 principles of persuasion



Over 30 years ago, Robert Cialdini published a book on persuasion and influence. According to research in the field of psychology, he listed six science-based principles of persuasion. His persuasion skills can be applied to any aspect of your marketing approach to boost conversion rates. 

The Reciprocity Principle

In many social circumstances, we repay people for what they have given us. People will feel indebted to you if you offer something first, and they will be more willing to comply with your following requests. It’s because we’re hardwired to be reciprocal as humans.

Three things will increase the effectiveness of this principle:

  • Allow them to feel beholden to you by giving them something first
  • Allow them to feel special by giving them something unique
  • Make sure they know it’s from you by personalising the offer

The Principle of Commitment and Consistency

Making customers commit to anything, whether it’s a statement, a stand, a political affiliation, or an identity, is one approach to develop client loyalty. According to the concept of consistency, people will feel compelled to stick with the decision they’ve already made. This is especially beneficial for business owners since it means you can spend less time convincing potential customers to do something and more time connecting them with the product or service that best suits their position.

Use these three strategies to make the most of this principle

  • Request that your customers begin with tiny steps so that they would be more likely to follow through
  • Encourage people to make public pledges since they are less likely to back out
  • Reward your customers for taking the time and effort to learn about your company

The Social Proof Principle 

According to this theory, people are more inclined to recommend a product or service that has already been endorsed by someone they know and trust, whether it’s a friend, family member, or an industry expert. As a result, social influence is one of the most effective persuasive tactics available today. Because of their ability to generate social proof, social media influencers have become extremely powerful.

The best way to ue it is to use these people’s influence – or social proof – to your advantage:

  • Specialists – Validation from reputable experts in the field
  • Celebrities – Celebrity approval or endorsement (paid or unpaid) 
  • Users – Approval from current/past users (ratings, reviews and testimonials)
  • ‘Wisdom of crowds’ – Approval from large groups of other people
  • Peers – Getting approval from your peers and acquaintances

The Liking Principle

People we like have a higher level of perceived credibility than people we don’t like, and we are far more likely to comply with them. People we like can range from close friends to strangers who pique our interests. Marketers who understand this have more power over their target audience and can persuade them. We believe in peer recommendations as well as endorsements from celebrities such as singers, actresses, social media influencers, and bloggers.

Follow these factors to make the Liking principle work:

  • Physical appeal: Make your website well-designed, functional, and appropriate for the products you’re selling
  • Similarity: Act as if you’re a friend, not a company. Demonstrate that you understand and can relate to them
  • Compliments – Have a voice; instead of broadcasting, use social media platforms to engage in private dialogues and build relationships with your customers
  • Contact and collaboration: Fight with your consumers for the same causes. Nothing like good old-fashioned teamwork for building rapport and bonding
  • Conditioning and Association: Associating your brands with the same values that you want to represent and possess is a great way to start

The Authority Principle

It’s much easier to believe an expert in a field when it looks like they know what they’re doing. This is easier than conducting your own research, and can be seen in a lot of online marketing, where terms like “scientists say,” “experts say,” and “research shows” are used in headlines and blog posts. This is especially true in fields where we don’t have a lot of experience. 

You can give off the air of authority if you pay attention to these factors:

  • Titles: Positions of power/experience
  • Clothes: Superficial cues that signal authority
  • Trappings: Accessories/indirect cues that accompany authoritative roles

The Scarcity Principle

The scarcity principle is based on the idea that products that are difficult to come by are usually considered superior to those that are readily available. You can learn to elicit a sense of urgency in your customers by incorporating a sense of urgency into their content or terminology. You can generate a sense of uneasiness for your customers about what will happen next by employing the word “scarcity” in your advertising.

You can learn to trigger your customers’ sense of urgency with these methods:

  • Limited-quantity: This item is in low supply and will no longer be available once it is depleted
  • Limited-time offer: This item is only available for a limited time
  • One-of-a-kind Specials: One or all of the above strategies are sometimes used. One-time events are also a source of income (e.g. collaborations, anniversaries)
  • Using Competitions: In auctions or bids, we often leverage our predisposition to desire things more because other people want them as well

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4 Must Reads – Straight from Elon Musk’s recommendation list




Elon Musk’s reading collection includes science fiction classics as well as complicated literature on cutting-edge technologies. His vision as the leader of some of the world’s most valuable companies makes it interesting to take a peek into the inner workings of his mind. Musk is also known for sharing his suggestions on social media. 

Let’s evaluate some fascinating reads from his recommendations.

Steve Jobs, by Walter Isaacson 

This book chronicles the ambitious and adventurous life of Apple’s brilliant entrepreneur and eccentric creator. Steve Jobs covers the man’s successful enterprises, beginning with his early experiences with spirituality and LSD and ending at the pinnacle as a worldwide technology superstar. This is a well-researched book that goes into the thinking of the man behind the world’s most valuable technological business.

Life 3.0, by Max Tegmark

The Brief Introduction to Artificial Intelligence, Elon Musk’s latest book, is one of the few that explores the idea of AI being used for good rather than harm in the world. Max Tegmark, an MIT scientist, addresses how to keep Artificial Intelligence helpful to humans while simultaneously ensuring that technological progress is consistent with humanity’s long-term goals.

The Big Picture, by Sean M. Carroll

The Big Picture is a bold examination of the world we live in and how we may make sense of the vast majority of it through scientific thought. It teaches readers how to think about the most difficult things, such as the origins of life, awareness, and the cosmos itself, using a deductive approach. Sean Carroll is a practicing theoretical physicist with some unique philosophical perspectives. Sean invented the phrase “poetic naturalism”, which is addressed in the book.

Superintelligence, by Nick Bostrom

Superintelligence is intended to be a serious, hard-headed examination of the impending arrival of computers that are far smarter than humans. Musk has often warned about the dangers of unfettered Artificial Intelligence, and this book examines the pitfalls of taking technology too far too soon. 

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Freshwork’s inspiring success story makes employee crorepatis



Freshworks IPO has made 500 employees crorepatis

Freshworks Inc., led by Girish Mathrubootham, became the first Indian Software-as-a-Service (SaaS) company to get on the NASDAQ, which helped the valuation of the company reach a sky-high value of $13 billion.

Through stock options, around 500 of Girish’s employees turned into ‘crorepatis’, out of which 70 are said to be under 30.

Born to a former bank officer in 1975, Girish co-founded Freshdesk (now Freshworks) with Shan Krishnasamy in 2010. Atwell College from Australia was the first of many clients on board. The company managed to get 22 clients worldwide in the initial days.

Entrepreneurship is never a smooth journey, with success never guaranteed. “Success and happiness are two different things – One should focus on staying happy irrespective of what is happening around you. We always hold the key to our happiness,” says Girish.

Girish also mentions how grateful he is to all his employees and that the 500 new ‘crorepatis’ deserved a reward for their contribution over the years. About 4300 of Freshwork Inc’s employees globally hold equity options in the company.

Girish strongly believes in mentorship. He also founded SaaSBooMi, a community of founders who share hard-learned experiences by making these learnings available to all. “Passion and purpose are more important than almost anything else,” said Girish talking about young entrepreneurs looking to leave their mark. In the long run, he hopes to build a SaaS company that is recognized globally.

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Shaji Thomas: The Indian Superhero who is saving the Amazon Rainforest



Global warming, forest depletion, and other hazardous effects on our environment have been increasing rapidly as days go by. There are still a few souls who do everything they can to make sure they somehow play a part in saving us from what is known as the end of our existence.

One such hero is Shaji Thomas. He has been in a fight for the last 26 years to protect and save the Amazon Rainforests of Brazil. Here is a look into his heroic struggle to ensure a better future for us all. 

Shaji Thomas: Guardian of the Amazon Rainforest

Shaji Thomas who hails from Kerala carried his bags and shifted to Brazil as a young student. This young smart superhero is now an environmental conservationist and a lawyer, but what is more fascinating about him is the fact that he stayed back after his education for one special cause.

Shaji Thomas decided to fight and protect the Amazon Forests of Brazil and the rights for the 60 plus communities that reside in the region. This passion began when he was in his mid-twenties and was a part of the Quilombola Community. 

The battle was not easy in the beginning. Thomas had to acquire Brazilian citizenship and become the only Indian-origin lawyer in the region. He stood up to the mafia and lived on a boat in the rivers of the Amazon for years. 

This superhero has been holding up a strong fight for years but there is still a lot of work to do. Climate change is something that has been on the rise leading to major destruction of the rainforests. Thomas claims that almost 20 sq. km burns every year due to forest fires.

Shaji Thomas is working hard every year and inspiring people all over the world to play their part to ensure that the Earth’s lungs are safeguarded, and we have a sustainable future.

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