6 Psychological Triggers that Influence & Persuade

February 08, 2025

1. Reciprocity

When someone does something for us, we feel compelled to return the favor. This deeply ingrained social mechanism makes reciprocity one of the most powerful triggers of influence.

Practical Application:

  • Offer genuine help without expecting immediate returns

  • Share valuable insights or resources freely

  • Give meaningful compliments or recognition

2. Scarcity

People value what's rare or becoming rare. Actually people value what they find hard to acquire. When something is perceived as scarce, its perceived value increases dramatically. Note that this has nothing to do with utility. Water, in abundance, though essential for life is cheap. Water in a desert where it can’t be easily acquired is expensive.

Practical Application:

  • Highlight unique aspects of your offerings

  • Emphasize time-sensitive opportunities

  • Focus on exclusive information or access

3. Authority

We tend to follow the lead of credible, knowledgeable experts. Authority isn't about degrees, certificates or qualifications, though it can be. Authority is about your perceived credibility in the mind of your audience and how you position yourself so they believe you have ethos.

Practical Application:

  • Share your relevant experience and credentials

  • Back claims with data and research

  • Demonstrate practical knowledge through examples

4. Consistency

People like the idea of certainty and predictability. This is reflected in the fact that we trust what we can consistently predict and this extends to human behaviour. If we believe someone consistently meets their commitments and does what they say we will have greater trust in their opinions and arguments.

Practical Application:

  • Start with small commitments

  • Reference past agreements or actions

  • Help others act in alignment with their stated values

5. Social Proof

We look to others' actions to determine our own, especially in uncertain situations. This is why testimonials and reviews are so powerful. There are also ways to imitate social proof via references and language so as to increase trust and credibility, it just takes a little practice and/or creativity.

Practical Application:

  • Share success stories and case studies

  • Highlight group consensus when appropriate

  • Demonstrate real-world applications

7. Unity/Identity/Tribalism

The strongest form of influence comes from shared identity – when people feel they belong to the same group or community. People trust those they have common ground with and with whom they can band against ‘outsiders’ or those who are fundamentally different.

Practical Application:

  • Build community around shared goals

  • Emphasize common experiences

  • Create inclusive environments

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