The Art of Persuasion – Academy Lessons

One of the most important and beneficial things you can do for yourself is to learn the psychology of persuasion. When you invest in this skill, the payoff is going to be huge. The great thing is, you can work on it in your free time! Mastering persuasion techniques will give you the advantage to turn things in your favor. Read on and discover how you can turn someone into your ally.

Earn an Ally with the Psychology of Persuasion

In This Article:


The Principles of Persuasion

The Principles of Persuasion | The Art of Persuasion - Academy Lessons

When you want something, you have your own ways to persuade people. You may have had experiences in trying to influence your family and friends to agree to what you want.

Believe it or not, you can actually learn this skill. There are techniques that can change everything for you. When you use them, people are more inclined to agree with what you’re asking them to do. How cool is that?

We can break them down into six different principles of persuasion:

  1. Reciprocity — the obligation to return the favor, service or gift received
  2. Scarcity — the natural desire to get what you can’t have or what is hard to obtain
  3. Authority — trust in following thought leaders and authorities
  4. Consistency — the habits formed that increase the willingness to commit
  5. Liking — saying yes to people you like
  6. Consensus — referring to the actions of others to help shape your own decisions

Persuasion Techniques

Persuasion Techniques | The Art of Persuasion - Academy Lessons

Those six points that we discussed are considered universal principles. You can utilize each of them to increase your influence. Let’s dig a little deeper on these principles of influence.


This principle is also known as the “social obligation.” When somebody does something nice for you, especially if it is unexpected, you feel the need to return the favor.

To reap the benefits of reciprocity, you need to make a little more effort. Be the first one to offer something — it could be a gift or a service. The principle of reciprocity will work better if what you offer is personalized and not expected of you.


Knowing what you stand to lose when you don’t grab an opportunity can haunt you. And that is where this principle comes from.

Naturally, we want to have what we cannot get more of. For instance, the words “limited edition” are likely to attract customers much like the word “sale.” Scarcity places a sense of urgency on people. It pushes them to make a quick decision whether to take or leave what is being offered to them.

So when you apply this principle, make sure that you highlight the losses as much as the benefits.


When others recognize your expertise and your credibility, they are more inclined to agree with you. To use this persuasion technique effectively, your reputation must precede you. In some cases, when your appearance exudes authority, it becomes easier to persuade others.

Your capability will provide the assurance that others need to trust you. Once you have gained their trust, it will be easier to convince them to agree with you.


You can also utilize this principle to capitalize on people’s desire to be consistent. Start planting ideas and asking for small commitments. Let those small commitments turn into a habit. Then you will see that over time, the people you invested on will be more receptive of the deeper commitments you ask from them.


Another way to get people to say yes to you is by having them like you. It’s easy to do a favor for someone whom you are comfortable with.

So take the time to build and cultivate relationships. Give genuine compliments, find common ground, and get to know others. These will make you likable and even widen your network. Then it will be easier for others to say yes to you.


One of the reasons why decision-making is influenced by outside factors is because of the person’s indecisiveness. When a person experiences doubt, an immediate response is to look at what others are doing. Then they will conform to what they observe, or at least pattern their own decisions and actions on what they see from others.

These are the six universal principles that you can use as persuasion techniques. Not only are they practical and ethical, but you can also apply them without spending a single cent!

The Psychology of Persuasion | Robert Cialdini

If these principles interest you, learn from psychologist Robert Cialdini. He is the world’s foremost expert on persuasion. Dive into Cialdini’s insights on the six principles we’ve discussed. This is where he based his theory of influence. Once you master them, you will find it easier to have others agree with you.

Learning the psychology of persuasion will change your whole life. It is frustrating when you want something and you can’t get it, but when you have the ability to persuade, you can turn things in your favor.

So now, your task is to learn these techniques and practice them. I tell you, taking the time to do so will pay off well. Consider it as an investment for yourself.


With the right techniques, you can influence the decision-making process of others and bring about an attitude change. This video from influenceatwork explains the six principles of persuasion:

Learning the psychology of persuasion can mean the difference when you are finally putting your plans into action. When you apply the principles of persuasion in an ethical manner, you can earn allies. The key is to also seek the best for others and not only for yourself. Starting today, commit to learn and practice these principles. Slowly, you will see the difference they make when you use them to persuade others.

What challenges do you encounter whenever you try to persuade others? Let us know what else you want to learn in the comments section below.

Up Next: How To Stop Complaining And Ask For Help Instead!


Editor’s Note: This post was originally published on May 7, 2018, and has been updated for quality and relevancy. 

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