Cialdini 7th persuasion principle

som digital uses various scientifically proven models. One of them is the persuasion techniques from Cialdini. In his books Cialdini explains that we subconsciously create shortcuts in the decision-making process to make our life easier. These shortcuts are the influenced by Ciadlini’s 6 persuasion principles. In 2016 Cialdini introduced a 7th principle: namely unity.

Cialdini 7th persuasion principle

Robert Cialdini introduced the 6 persuasion principles in his book – The Psychology of Persuasion. These six principles, described in an earlier post, are: 1. social proof, 2. reciprocity, 3. commitment & consistency, 4. sympathy, 5. authority, 6. scarcity.

The first edition of this books dates to 1984 but since September 2016 Cialdini released a new book, Pre-Suasion: A Revolutionary Way to influence and Persuade. In his latest book he describes a new, 7th principle, namely: unity.

Because at som digital we often use Cialdini’s principles to increase the conversion we will explain the 7th principle in this post and how marketers could benefit from it.

The 7th principle: unity

Unity is about shared identities, the more we see people as similar the larger the chance we can be influenced by them. This way when a buyer and a seller have something in common, they will experience more unity. For instance, when both the buyer and the seller have a passion for cycling the buyer will sooner trust the seller.

Cialdini describes in his book that unity consists of two parts. The first part is being together, this is about a shared identity, like race, religion, nationality and political preference. More important is that people feel connected towards each other. When unity of identity is reached, there will be more acceptance, cooperation, sympathy, help and trust which results in more agreement.

The second part of unity is working together. When a unity works together they are united and will literally form a unity. This can then lead towards mutual sympathy and support.

Creating unity

The most powerful expression of unity is within a family. Family members generally do everything in their power to help other family members. However, it is also possible to create this type of unity, by giving people the feeling of being together.

For instance: a car sales man task is to sell cars. To convince a customer about the safety of one of the models the sales person could say: ’do you have children? This car is extremely safe, without any doubts I would drive my kids around in this car’. By referencing his kids a sense of unity arises between the sales person and the customer.

It is also possible to create unity by working together and including people.

For example: a company is developing new software. To test the usability of the software they use beta testers. Beta testers are a select group of users who fall within the software’s target audience. For companies this is a win-win situation, using their feedback they can improve and optimize the software and users feel more involved with the company, which will result in more unity.

Therefore, it is useful for online marketers to remember consumers about their shared identity.

Sex and the City and Cialdini

Cialdini 7th persuasion principle

Cialdini’s 7 principles work perfectly in combination with the som Sex and the City model. This is because they are complementary. The first step in increasing conversion is determining which Ciadini’s principles you can use. Once all the principles are in order, we will check if all four personas are targeted the right way and whether there is room for improvement.

Are you wondering if your website can increase its performance based on Cialdini’s persuasion principles or som sex and the city model?

Contact us!