Psychology says: the art of persuasive communication – how psychological principles enhance our ability to convince (part I)
By Andrea Gläsemann
I hereby admit it publicly: I am a Pamela Reif fangirl – and have been ever since I first met and interviewed the popular fitness influencer from Germany. It’s no surprise then that I always keep myself updated on what’s happening in her life and what new products she brings to the market. Just recently, she launched her annual Advent Calendar sale. She had already announced beforehand that it sold out so quickly last year, and that this year there would be more in stock – but no one could predict how high the demand would ultimately be. I’ll take her word for it, though from a psychological perspective, there’s a mechanism at play here that many influencers and companies often rely on: they present us with limited offers and perceived scarcity. Behind this, and other mechanisms related to buying behavior, lie deeply rooted psychological principles that have a significant impact on us. Scarcity is just one of many triggers that guide our behavior.
In a world where persuasion is subtler and more powerful than ever, it’s worth understanding the psychological mechanisms behind these strategies to answer questions like: Why do some messages persuade us while others leave us indifferent? And which psychological principles help us become more persuasive communicators?
I’m Andrea Gläsemann, former Forbes journalist and communications consultant at Laika with a background in psychology, and this is my new column: “Psychology says: a column at the intersection of psychology and communications”. Today, we will dive into the topic of the art of persuasive communication – how psychological principles enhance our ability to convince. Specifically, in this part, we will explore the theoretical background and practical applications of persuasive techniques. In part II, we’ll look into why persuasion strategies sometimes fail and discuss ethical dilemmas: the fine line between ethical persuasion and manipulative tactics. Enjoy!
The core principles of persuasion according to Robert Cialdini
First things first: theory. Robert Cialdini's six principles of persuasion provide a psychological framework for understanding how people are influenced:
1. Reciprocity (give and take)
People feel obliged to return favors or gifts. When someone gives us something, we often want to give something back.
Everyday example: I love eating out, and maybe you've noticed that in some restaurants (shoutout to Il Bagutta in Cologne), there's a free little treat from the kitchen. This ties into Cialdini's reciprocity principle, because it increases the likelihood that you'll leave a tip or come back to the restaurant.
Marketing example: My go-to for sports supplements is ESN, and they even offer free downloadable guides if you want to build muscle or lose weight. Applied to Cialdini’s principle, this means: it makes customers, and in this case me, feel like I’ve received something valuable upfront, increasing the likelihood that I will make a purchase in return (and yes, I ended up buying a “Flexpresso“ as well).
2. Commitment and consistency (people want to act consistently)
People have a desire to act consistently with their previous actions or beliefs. If someone makes a small commitment, they are more likely to make larger commitments later.
Everyday example: I used to share my fitness progress on Instagram for a while, and what can I say? During that time, I was much more committed than I am now, when I’m not sharing anything about it.
Marketing example: A person who signs up for a small, free subscription from an online shop is more likely to later commit to a paid subscription, wanting to remain consistent with their previous behavior. And what can I say? There are so many examples where this has been true for me. Most notably, ChatGPT (but let's be honest, the paid subscription is worth every cent!).
3. Social proof (people follow the behavior of others)
People tend to imitate the behavior of others, especially when they are uncertain about how to act. They assume that what others are doing is correct.
Everyday example: Let's get back to food: when I order delivery, it’s usually from Nonna Napoli Pizza – and I’m pretty sure you know the "most popular" category. That’s where you’ll find the Testarossa pizza. And what did I order once because of that recommendation and now keep ordering? Yep, the Testarossa pizza.
Marketing example: Let’s talk about Amazon for a moment. When I’m looking for something specific – like recently, I was searching for those suction mounts for phones, so I could attach it to a wall (they're especially great when you want to take a picture of yourself but don't have anyone around to do it) – I, like so many others, tend to rely on reviews from others and usually end up buying the most popular option.
4. Liking (people follow those they like)
People are more easily influenced by those they like or have an emotional connection with. Liking can be enhanced through similarity, compliments, or shared interests.
Everyday example: I love reading, and as soon as a good friend recommended the book Fourth Wing to me, I bought it right away — and I don’t regret it! It's an amazing book.
Marketing example: Here we are again with Pamela Reif, who would have guessed. But yes, I definitely buy almost everything she recommends, even if it's just once to try it out, because I really like her. Other influencers have a much harder time making an impact on me.
5. Authority (people follow experts)
People are more likely to trust and follow the advice of individuals perceived as authorities or experts in a certain field.
Everyday example: take this thing with my toothpaste – my mom swears by Meridol, and I always thought, "It doesn't really matter; toothpaste can't make that big of a difference." But then my dentist definitely recommended Elmex or Meridol. Since then, I don’t switch randomly anymore and stick to the more expensive Meridol. Simply because I trust my dentist as an expert (I trust my mom too, of course, but when the doc says it, it carries even more weight).
Marketing example: Sticking with toothpaste: brands also use dentists in their commercials to build trust (never really worked on me, probably because the emotional connection isn’t there, but nice try, toothpaste companies!).
6. Scarcity (what is rare is desired)
People value things that are hard to obtain more highly. The scarcer something seems, the more desirable it becomes.
Everyday and marketing example: This is probably my most extreme Pamela Reif fangirl story, and I’m totally exposing myself as a hardcore fan, but here we go: Pamela Reif released a limited edition of the Puma Cali platform sneakers with her signature on them, and they were only available at the Jelmoli department store in Zurich. Luckily, my boyfriend lives in Zurich, so of course I sent him to stand in the super long line with all the other Pamela Reif fangirls to get me those shoes because I had to have them. And yes, they’re still sitting untouched in my closet because I don’t want to get them dirty. Maybe they’ll be worth millions someday—who knows what the future holds!
Practical application: how can we become more persuasive?
Now that I’ve thrown around Cialdini’s theory and given you deep insights into my habits and interests, you might be wondering—what’s in it for you as a comms consultant? How can you use these insights to communicate more persuasively? Let me show you by the following––hopefully helpful––examples:
1. Reciprocity: Journalists often feel overwhelmed with pitches. To stand out, you need to offer something valuable upfront. This could be exclusive content, insider access, or early information that hasn’t been released to the public yet. By giving journalists something they can use, you create a sense of reciprocity. When you help them meet their deadlines or fill a gap in their story, they’ll be more inclined to consider your future pitches.
2. Commitment and consistency: Build a relationship over time by establishing small, consistent interactions. Start with low-risk asks, such as offering a quick comment for a piece they’re working on, then gradually increase the scale of your collaboration. Once a journalist has used you as a source, they are more likely to continue doing so if your contributions were reliable and relevant. Consistency in delivering quality content and timely responses will encourage them to turn to you again and again.
3. Social proof: Journalists are more likely to respond to pitches if they see that other media outlets or well-respected journalists have already covered similar stories or have used your brand’s content. Use case studies or past media successes in your outreach. Highlight how your expertise or brand has been featured elsewhere.
4. Liking: Journalists are more receptive to people they have a positive rapport with. Build this by engaging with them personally and authentically, showing you understand their beat and interests. Establish a connection beyond just a one-time pitch; build trust and rapport over time by being helpful, approachable, and easy to work with.
5. Authority: Journalists are more likely to use sources they consider credible and authoritative. Position yourself or your brand as an expert by showcasing relevant qualifications, partnerships, or high-profile clients.
6. Scarcity: Journalists are drawn to exclusive stories or unique information that gives them a competitive edge. Use this to your advantage by offering them an exclusive "first look" at a product launch, unique data, or an interview opportunity that hasn’t been shared elsewhere. If you're pitching a story angle or expert opinion, emphasize that this insight or access is being provided exclusively to them, making it clear they have the first chance to share it with their audience.
Outro: Stay tuned or cry later
Persuasion is rooted in psychological principles that anyone can learn to improve communication, not just marketers or salespeople. These skills are useful in everyday life, from work to personal relationships. Stay tuned for part two, where we’ll explore why persuasion can fail and the ethical line between influence and manipulation. I'd love for you to follow my column and connect with me on LinkedIn for more insights!