top of page

7 Key Principles You're Missing To Influence Conversions

Are you influential?

I've started listening to Lewis Howes' podcast recently which I'm loving.

He's done over 1,100 podcast episodes in the past 8 years which is just mind-blowing and if you aren't already listening to him I'd highly recommend you check him out. (click for Apple or Spotify)

Anyway, one of the episodes I caught through the week is on building influence with the renowned Dr. Robert Cialdini’s speaking about his new book, which is a expanded version of his best seller Influence: The Psychology of Persuasion.

Whether you're a property investor, coach, online marketer, or whatever there's so much practical information in his seven key principles (there used to be only six but he's added Unity) and I've dropped them below:

7 key principles in building influence

  1. Reciprocity We hate being in debt to people so by giving first people will be drawn to help you in the future although sometimes you need to sign-post it for the other person so it's understood. A great phrase to put this on ‘the map’ so it is acknowledged, might be ‘I was glad to do it, that’s what partners/friends do for each other‘. How could you engender the feeling of reciprocity with someone you would like to influence?

  2. Commitment & Consistency We want to be viewed as consistent people who keep our commitments and live up to what we say. If we can make people create a commitment with us then we'll be more likely to be able to engage them in the thing we might want them to do. For example, when speaking to agents about a property offer you've just had rejected you might ask ‘Will you be able to ask the vendor how close they could get to my offer?’.

  3. Social Proof You'll reduce the uncertainty in a person you're seeking to influence if you can show social proof. This could be in terms of selling (here's our most popular product), or testimonials (proving what you can do). Even better if you can associate the social proof to someone like them (i.e. middle aged man, golfer, runner, etc)

  4. Authority Reminding people of your authentic authority to serve in the way you would like to act is so important. However, it's unlikely to be interpreted face to face (i.e. I'm so important, trust me!) but more likely through how you can show them. i.e. CV, case studies, certification, etc.

  5. Liking Look for and highlight similarities between you and the other person creates warmth. i.e. you're a runner, I'm a runner! The other thing that helps here is compliments - I used to hold this back for fear of being seen as a ‘brown-noser’ but this was preventing me from building relationships. The trick here is if you think about praise, then say it out loud to that person. Check out the persons Linked In or Instagram which will tell you information that can help with both of these approaches.

  6. Scarcity If something is scarce it is deemed more important to us. Therefore, look to create scarcity in your approach working with people. i.e. make an offer time limited, your USP as a business, limited number of places or products. We also have a great loss aversion bias which means we have a greater emotional reaction to losing than we do to gaining. This has been proved even with smaller amounts of loss than there was to gain. This is the most powerful principle of influence so do not forget to use this!

  7. Unity This is the new principle which is an extension of liking. Helping someone feel part of what we are doing creates unity and a combined will to succeed. e.g. If you want feedback from someone of influence, ask for advice instead, that way you now have a partner. Replace words like 'I'd' or ‘me’ with ‘us’ or 'together'. Creating a sense of unity will breed co-operation, engagement, and faith in what you want to do.

Let me know what you think of these principles to influence people and how might they help you in your property, life, or business!


Thought for the Weekend #TFTW

“Think Like An Athlete”
Chris Williamson

One of the other newsletters I subscribe to is from the creator of my favourite podcast, Modern Wisdom, Chris Williamson. This weeks newsletter had this quote and it's something I often talk about when thinking about my coaching practice.

I spoke last week about paying the price of success and athletes know this all too well. They are driven to be the very best and are always searching for how they can find that extra edge to their performance.

There's so much in that mindset that we can learn about how we create change in our own lives. Are you training like an amateur, a modest professional, or the World No.1? Now there is no right answer but it will put your results into context.

For example, I don't expect playing basketball once a week will turn me into the next Lebron James (despite him being younger than me anyway!). Therefore, what results are you expecting and are they aligned to how you are training?

Some things you might want to consider to think more like an athlete in your chosen are of change are below:

  • Get around people ahead of you

  • Look at your competitors to see what else you could be doing (not should be doing, know the difference)

  • Hire a coach that can help point you where you want to be going (I'm taking on 2 to 3 new life and property clients right now so drop me a message if I can help you)

  • Get the right equipment and processes in place for success. Time block, put aside time to train and perform, use apps where they help you, create systems for success.

Let me know how you might ‘think like an athlete’ in your business or life? Remember, if you like the Thought For The Weekend, why not share the quote on your social accounts with the hashtag #TFTW

3 views0 comments


bottom of page