How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 149

The Science of Persuasion - Summary

Six universal principles of persuasion are key to assuring you will
reap the affluence you need to live well and prosper.
Katya Andresen summarizes the principles espoused in “The Psychology
of Persuasion”, by Robert Cialdini.
1. The law of scarcity
Items are more valuable to us when their availability is limited.
Scarcity determines the value of an item. For example if a customer is told
that an item is in short supply which will soon run out they are more likely
to buy it. Time also works here. A time limit is placed on the customers
opportunity to buy something. Customers are told by the seller that unless
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