Cialdini’s 7 Levers of Influence

Robert Cialdini – Influence: The Psychology of Persuasion

Reciprocity: Give first, receive later.
Scarcity: Less is wanted more.
Authority: Experts get obeyed.
Consistency: Small commitments lead to big ones.
Liking: We say yes to people we like.
Social Proof: We follow what others do.
Unity: Shared identity creates deep compliance.

These levers move people.

Used ethically they build credibility.
Used carelessly they manipulate.

Know the levers.
Choose how you pull them.