Robert Cialdini's universal principles of influence:
1. Reciprocity: We pay back what we receive.
2. Scarcity: We want what is rare.
3. Authority: We follow experts.
4. Consistency: We align with our past commitments.
5. Liking: We say yes to people we like.
6. Social Proof: We follow the crowd.
Mastering these can make you a master persuader.
Marketing
Cialdini's 6 Principles
The science of persuasion