Influence for marketers
Use the science of influence in your marketing.
Your buyers have read the same claims from every competitor. Whether they believe yours comes down to influence.
The Influence Assessment shows which principles you use when you write a page, an email or a launch, which one you leave out, and how to use all seven in your next campaign.
Your insights
Advice built on how you already market.
The Influence Assessment answers the question, “How do I persuade people, and what am I leaving out?”
Your free result shows your strongest approach and your biggest gap. The full report goes principle by principle: where each one helps you, where it hurts you, words to try and a 30-day plan.
Want to see everything in the free result and the full report? See the Influence Assessment.
Your result helps you:
- know which principles you reach for when you write, and which you never use
- explain to your team why one page converts and another doesn't
- fix the gap in your next campaign before it launches
What's inside
Where each principle goes in a campaign.
Your result ranks how often you use each of the seven principles, plus contrast, the amplifier that makes a price or an offer look bigger or smaller beside what comes before it.
The order tells you what you lean on, and where your easiest gain is.
Keep this list next to your drafts, and check each page against all seven before it ships.
Social proof
Name customers like your reader, with real numbers, next to the button. Social proof in marketing
Scarcity
Show limits that are true. A fake countdown costs the trust you paid to earn. Scarcity in marketing
Authority
Let someone else vouch for you. A reviewer or a client saying you're good counts for more than your own adjectives.
Reciprocity
Give a free guide or tool that is useful on its own, before you ask for the sale.
Commitment and consistency
Ask for a small first step, like a reply or a quiz, then build each later ask on it.
Liking and unity
Write like someone your reader would want to work with, and speak to the group they see themselves in.
What marketers say
What marketers say.
Marketers on the research behind it.
“Influence: The Psychology of Persuasion by Robert Cialdini, gives marketers superpowers. It hands over the keys of why we say yes and gives persuasion professionals a simple rule of thumb to go about their jobs”
Jonathan CostetHead of Marketing, eFounders
“We were impressed with Dr. Cialdini‘s quick grasp of both our company and the highly complex healthcare industry. His extensive knowledge in the field of persuasion allowed him to provide us with tangible actions we could take to enhance our marketing materials and help differentiate us from our competitors.”
Tracy W. YoungDirector of Marketing, Team Health
“His work in codifying human behavior has been priceless.”
Rory SutherlandVice Chairman, Ogilvy & Mather
Your options
Start free. Go further when you're ready.
Influence Assessment
Free result · $49 full report
- Your strongest principle and your biggest gap
- How often you use each of the seven principles, plus contrast
- Full report: where each principle helps or hurts you
- Full report: words to try and a 30-day plan
The Cialdini Method
$1,497 online, at your own pace
- 21 hours of lessons with Dr. Cialdini, across 11 modules
- All seven principles, plus contrast, at your own pace
- Earn the Cialdini Certified Practitioner certificate
- 7-day full refund
Train your marketing team.
Want influence training for your marketing team? Fill in the form and the Institute will get back to you.