Reciprocity and the Art of Persuasion

What is it about great content marketing that makes it so persuasive? What’s the difference between the content that truly resonates with prospects and helps motivate them to become customers, and all the rest that they simply ignore?

In Influence: The Psychology of Persuasion, Robert Cialdini details the unconscious motivators — reciprocity, scarcity, authority, consistency, liking, and consensus — that drive human behavior, including why we respond to (or ignore) marketing.

In this video, we’ll focus on the principle of reciprocity and how it can help make prospects more receptive to your own marketing.

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