According to Robert Cialdini, there are six basic principles of persuasion: Scarcity, social proof, authority, consistency, reciprocity and liking. These principles are deeply rooted in our behavioral psychology and that’s what makes them so compelling. Consequently, effective communication campaigns should begin with an assessment of the principles that can be leveraged. While the application of a single principle is good, the use of two or three in combination is almost certainly better.

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