Robert Cialdini’s “Influence” is a really useful tool for understanding some of the key building blocks of persuasion, and is a marketing classic. This video contains Cialdini’s own summary of the book.
In his words, “understanding these shortcuts and employing them in an ethical manner can significantly increase the chances that someone will be persuaded by your request.” (emphasis mine)
The word “ethical” has to be the starting point for all marketing – and indeed, just about everything we do. As with any other tool, these are intended to be used ethically, for enlisting people in something that you believe will help them and be good for society in the long run.
Cialdini’s six principles of influence
For ease of reference, here are the Cialdini’s six principles:
And here’s the video.