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1. Perhaps you've read the book 'Influence: The Science of
Persuasion' or any of the other books on the subject of
Influence by Robert Cialdini.

2. Persuasion is an art and science you must master to be
successful in converting your visitors to prospects,
prospects to customers and customers to evangelists.
Marketers have been using the Laws of Influence for many
years now affecting the decision making processes of
people and steering them in the direction the marketer
desires.

3. You should be aware that these Laws of Influence can be
used for good as well as for evil. By reading this post,
you're promising me you're going to use these laws for the
good of your peers, family and prospects, right?

4. The 7 Laws of Influence

5. Robert talks about the 7 Laws of Influence that affects
people's decision making processes. Before you start
saying, "yeah, but I don't fall for that shit!" Think again,
everyone is affected by these Laws whether you're
consciously aware of it or not.

6. Law #1: The Law of Reciprocation

7. The Law of Reciprocation states that if you give something
to someone, then they're much more willing to "return
the favour" as they feel indebted to you. If you've ever
been to North African countries on holiday such as Tunisia
or Morocco, you've probably experienced young children
coming to you and handing you a jasmine flower. Smart...
very smart! These children know that if they give you an
extremely cheap (free) flower, then they'll invoke a sense
of reciprocity within the tourist that makes them want to
offer them some money.

8. Reciprocity works the way it does because people don't
like to feel indebted to another person. People have a
natural tendency to understand the exchange of value in
situations.

9. In fact, think of this situation. You've gone to your families
house for Christmas and you begin to exchange your gifts.
At the house is your uncle who you haven't seen for quite
a while who hands you over a present. How do you feel as
he hands you the present?

10. I'm sure the majority of use would feel guilty that we
didn't get a present for him. You might say on a rational
level that you didn't know he was going to be there. Tell
me, if you had a spare universally suitable Christmas
present wrapped in the car boot, would you feel inclined
to go out and get it because you "forgot" the presents.

11. Law #2: The Law of Commitment and Consistency

12. The Law of Commitment and Consistency states that if we
make a commitment to do something, then we want to
act consistently in accordance with the commitment we
made. Have you ever wondered why salespeople ask you a
series of easy questions which are "yes" or "no" answers
where the obvious answer to their questions are "yes". A
series of "yes" answers can lead you towards making the
big "yes" which results in the sale being made.

13. Law #3: The Law of Social Proof

14. The Law of Social Proof simply says that if enough people
are doing something, then it must be true. Well, that
makes good sense, right? Did your mum ever tell you,
"well if your best mate stuck his head in the fire, would
you?" I think mum was trying to teach us a valuable lesson
about the law of social proof.

15. This law can be seen in full effect when there is a car
accident with a wrecked car at the roadside. Everyone
drives past the car and looks to see what happened and
wonders whether the driver and passengers are OK. As the
drivers are short of time to gather information and make
an informed decision about the wellbeing of the
passengers, they look to the other drivers to see if they
have stopped. When they see the other drivers in front of
them haven't stopped, they make the snap unconscious
decision that the other drivers were correct and carry on
as normal having decided that the passengers wellbeing is
OK.

16. Law #4: The Law of Liking

17. This law simply states that we are more likely to take the
desired action if we like, know and trust someone. This is
one of the reasons why marketers always need to bridge
the credibility gap. If the marketer is not known, trusted
and liked, then there is little scope and opportunity for a
sale to be made. If you want to know a master of invoking
this law in the world of Internet Marketing, look to Frank
Kern. Frank can sell thousands of dollars as an affiliate
without offering the super-charged bonus packages that
many other affiliates offer for prospects to buy products
using their affiliate link. Frank can do this because he has
credibility, likability and trust in the Internet Marketing
community. If you've seen Frank speak at seminars, you'll
know that he stumbles on stage cracking jokes every
minute. Sure, he's a fun kinda guy but he sure knows that

18. Law #5: The Law of Authority

19. The Law of Authority states that people are more likely to
believe an authority figure or source than a non authority.
When was the last time you asked the postman for legal
advice? Exactly! Our society is even set up in such a way as
to go to authority figures as a trusted source of knowledge
and wisdom. I'll leave you to make your own judgements
as to whether this set up is right or wrong?

20. Law #6: The Law of Scarcity

21. The law states that the less of a resource that is available,
the more that we want it. If you've studied the basics of
economics, then you'll have covered the demand and
supply curves and understand the relationship that
demand and supply has on the price of the product or
service. The higher the demand and lower the supply of
the product, the higher the price point can be because the
perceived scarcity of the product raises its value.

22. Want a real world example?

23. Hands up if you've had problems getting your mits on an
iPhone in the past. Some people say that Apple do it on
purpose to keep the phone seem scarce, the demand up
and the buzz, appetite, demand and price high for the
product. And you thought a good distribution was simply
transporting the goods from a factory to a warehouse to a
shop? Shame on you!

24. Law #7: The Law of Contrast and Comparison

25. The Law of Contrast and Comparison states that when you
compare things against something else, you can get a
more favourable result by comparing your offering against
something much bigger.

26. To Your Influence,

27. The Profit Share

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