Easier Read Than Applied

When people first read about Dr. Robert Cialdini’s principles of persuasion, a common thought is, “I already knew that.” We know people tend to return favors and trust experts. But recognizing the principles isn’t the same as knowing how to apply them ethically.

We recently spotted someone promoting an interview with Dr. Cialdini that illustrates the difference. Alongside lessons about influence and honesty, it promised to teach people how to “create an impression of scarcity” and “create a feeling of obligation in your prospects.”

Those last two promises miss something important.

Ethical influence doesn’t mean inventing scarcity. It means pointing out a real limitation when one exists. A false claim might win a sale, but it can cost you a customer’s trust and future business. When scarcity isn’t present, look for another principle that genuinely fits.

The same goes for reciprocity. Giving first can help build a relationship, but a gift shouldn’t come with a hidden invoice. Offer something thoughtful or useful, not something designed to pressure the recipient into returning the favor. When generosity feels like a sales tactic, it can create suspicion instead of goodwill.

In Influence, Dr. Cialdini describes how Hare Krishna fundraisers offered gifts to passersby before asking for donations. The approach initially worked. But as people recognized the tactic, many began avoiding the fundraisers altogether. What helped in the short term became a problem in the long run.

That’s the distinction worth remembering: ethical influence isn’t just about getting a yes. It’s about building trust and relationships that last. Even well-intentioned people can overlook that when the principles seem familiar or easy to use.

That’s where the Cialdini Certified Practitioner (CCP) program comes in. It goes beyond reading the book and learning the principles to help you put them into practice. Through real-world examples and work on your own influence challenges, you’ll learn the science on a deeper level. You'll know how to apply the principles ethically and effectively, with a focus on building trust rather than creating pressure.

Click here to learn more about the CCP.

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