7 Key Principles You Need To Influence People

I recently started listening to Lewis Howes' podcast and was particularly captivated by an episode with Dr. Robert Cialdini, where he explores the psychology behind influence from his expanded book Influence: The Psychology of Persuasion.

If you’re in any field where influencing others is essential, these seven principles are invaluable. Here’s a breakdown of each:

1. Reciprocity

People naturally want to return favours. When you give first—whether it’s advice, support, or a free resource—you create a sense of trust and goodwill. Try signposting your actions, like saying, "I was glad to help; that’s what partners do for each other."

2. Commitment & Consistency

We’re wired to honour our commitments. When you prompt someone to commit to something small, they’re more likely to follow through on bigger commitments. For instance, with a property agent, you might ask, "Could you see if the vendor is open to negotiating closer to my offer?"

3. Social Proof

People feel reassured when they see others making similar choices. Share testimonials, case studies, or examples that resonate with your target audience. For instance, show how your solutions have worked for others in similar positions or industries.

4. Authority

Building your credibility can have a powerful impact. Rather than stating your qualifications outright, let your expertise be reflected in your portfolio, certifications, or testimonials. These non-verbal signals often carry more weight than direct claims.

5. Liking

People tend to trust and engage more with those they like. Show genuine interest by finding similarities, whether in hobbies, experiences, or values. If you’re impressed by something about the other person, don’t hold back—compliments go a long way in building rapport.

6. Scarcity

When something is limited, it becomes more valuable. Apply this principle by setting clear limits on offers, product availability, or deadlines. The scarcity effect often triggers a heightened desire to act, driven by the fear of missing out.

7. Unity

Creating a sense of belonging fosters cooperation. Using language like "us" and "together" over “I” and “me” can transform a request into a shared mission. When people feel part of a team, they’re far more likely to engage and support your vision.

Each of these principles has the potential to transform how you approach relationships, business, and personal growth. Give them a try, and see how they can create positive change in your life and career.

What do you think? Have you tried these principles in your own life or business? Let me know how they work for you!

Curious how to apply this to your life? Why not get in touch with me on Instagram (@darren_green_coaching) or Linkedin (Darren Green PCC) and let's chat about how I can help you grow your professional and personal life!