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The Six Universal Principles of Influence

  1. Reciprocity: When we receive something, we feel obliged to give something back.
  2. Commitment and Consistency: We feel compelled to be consistent with what we’ve said/done in the past.
  3. Consensus (Social Proof): When we are uncertain, we will look to the actions and behaviors of others to determine our own.
  4. Liking: We are more likely to say yes to people we like.
  5. Authority: We follow the lead of credible, knowledgeable experts.
  6. Scarcity: We perceive something to be more valuable when it’s less available.