Laughing Llama's Key Ideas from Influence
by Robert B. Cialdini, PhD

People feel pressure to act consistently with their beliefs and commitments.

Encourage small commitments that lead to bigger commitments.

People are more likely to do something if they see others doing it.

Use testimonials, case studies, and endorsements to demonstrate social proof.

People are more likely to follow the advice of an authority figure.

Highlight your expertise, credentials, and experience to establish authority.

People are more likely to be influenced by those they like.

Build rapport, find common ground, and be genuinely interested in others to establish likability.

People place more value on things that are scarce or in limited supply.

Use urgency, exclusivity, and limited-time offers to create scarcity.

Offer value and support to others without expecting anything in return to create goodwill.

People will feel obliged to help you out in return.

Look for shared interests, experiences, or goals to establish a connection with others.

People are more likely to listen to and trust those they feel connected to.

Share your achievements, credentials, and experience to establish yourself as an authority figure.

People are more likely to follow the advice of someone who has proven their expertise.

Use limited-time offers, exclusive deals, or a sense of urgency to persuade people to take action.

People are more likely to act when they feel like they might miss out on something valuable.