What are Cialdini’s Seven Principles of Influence?
Think about the last time you almost clicked “Buy” or “Donate”… and didn’t.
You probably did some version of this:
You looked for proof it works.
You looked for who’s behind it.
You looked for risk.
You looked for a reason to act IN THE MOMENT.
Cialdini’s Seven Principles explain those moments. They are the predictable reasons people move forward or back away.
This page breaks them down in plain English, plus what to show on the page so the reader doesn’t have to guess.
1) Reciprocity
What it means: When you give someone something genuinely useful, people feel an obligation to return the favor.
What it looks like in the real world:
A free sample
A template that saves time
A short video that answers their exact question
What to Give them:
A real asset, not a “teaser”
A clear promise: what it helps them do
Immediate delivery (no hoops)
Copy you can steal:
“Here’s the checklist I use. grab the full guide HERE FOR FREE.”
2) Commitment and Consistency
What it means: After a small yes, people are more likely to take the next step.
What it looks like in the real world:
“Pick your goal” becomes “Answer 3 questions” becomes “See your plan”
“I care about this” becomes “I’ll support it monthly”
What to show on the page:
A small first step that takes under a minute
Progress cues (Step 1 of 3)
A next step that feels like the obvious continuation
Copy you can steal:
“Start with one question. Then I’ll show you the next step.”
3) Social Proof
What it means: When people are unsure, they look for evidence that people like them did this and it worked out.
What people actually look at:
Reviews with details, not one-liners
Testimonials with name, role, and situation
“X people joined” with context (who they are)
Recognizable logos (only if real)
Screenshots, photos, outcomes, before and after
A friend sharing it
What to show on the page:
Proof from the same type of reader you want
Specific outcomes, not compliments
Enough detail that it sounds like real life
Copy you can steal:
“Used by nonprofit directors raising under $5M.”
“What changed: fewer drop-offs at checkout, more completed forms.”
4) Authority
What it means: People feel safer when they can see credible expertise.
What counts as authority:
Credentials that matter for this topic
A track record someone can verify
Third-party validation (press, awards, published work)
A method that is clear and testable
What to show on the page:
Your proof up top, not buried
A short “how it works” that makes sense
Specific examples of what you’ve done
Copy you can steal:
“Here’s my process. Here’s what it changes. Here’s what it does not do.”
5) Liking
What it means: People say yes more often to people they like and trust.
Why people like someone:
They sound honest
They respect the reader’s time
They don’t oversell
They feel familiar
They share values
What to show on the page:
A voice that sounds like a person
A photo, a name, and a point of view
Clear boundaries (who it is for, who it is not for)
Copy you can steal:
“If you want hype, this won’t be a fit. If you want clarity, keep reading.”
6) Scarcity
What it means: People act faster when waiting could mean losing access.
Real scarcity:
Limited seats because you can only serve so many people
A real deadline tied to a start date
A price change that will actually happen
Limited inventory that is truly limited
What to show on the page:
The exact limit
The reason for the limit
What happens after the deadline
Copy you can steal:
“I take 6 clients at a time because I do the work myself. When it’s full, it’s closed.”
7) Unity
What it means: People trust people they see as part of their group.
This is identity. “They’re one of us.”
What unity looks like:
Shared mission
Shared standards
Shared lived experience
Shared language that’s earned
What to show on the page:
Who this is for, stated plainly
What you believe about the problem
The standards you work by
Copy you can steal:
“Built for nonprofit teams who have to raise money without losing their soul.”
How to use the principles (a quick guide)
Pick the main reason someone hesitates.
If they don’t trust you: Authority. Put proof in the opening: Credentials that matters,third-party mentions, or concrete results.
If they’re unsure it will work for them: Social Proof. Show one example from the same role or situation as the reader.
If they keep delaying: Scarcity. State the real limit and the deadline.
If they don’t feel connected to you: Liking. Use a real name and face, and write plainly.
If they need to feel “these are my people”: Unity. Say who it’s for, who it’s not for, and what you stand for.
If they need a reason to start: Reciprocity. Give something useful first, then ask.
If the action feels too big: Commitment and Consistency. Make step one small.