YOUR LOGO HERE Harnessing the Science of Persuasion Based on the article by Robert B. Cialdini Harvard Business Review, October 2001 © 2014 Harvard Business School Publishing. All rights reserved. Copying or posting is an infringement of copyright. Please contact or for additional copies. 1

​ HOW TO USE THIS DECK Use the following slides to present and discuss the ideas in the article. Each slide includes talking points in the notes field. Customize the slides as needed. You may want to insert them into your own presentation, add your organization’s branding, revise the slide text or the talking points, or insert new slides. The complete deck takes approximately 15 minutes to present. 2

Persuasion Isn’t Just for Politicians 3

Six Principles of Persuasion 4

Six Principles of Persuasion Liking 5 People like those who like them.

6 Six Principles of Persuasion Liking ​ “I admire you, Dan. ​ Trust me.”

Six Principles of Persuasion Reciprocity 7 People repay in kind.

Six Principles of Persuasion Reciprocity 8 ​ “Please give us money… ​ and here’s a free gift.”

Six Principles of Persuasion Social Proof 9 People follow the lead of those who are similar to them.

Six Principles of Persuasion Social Proof 10 ​ “All your neighbors ​ are doing it.”

Six Principles of Persuasion Consistency 11 People stick to commitments made publicly.

Six Principles of Persuasion Consistency 12 ​ “Be true to your word.”

Six Principles of Persuasion Authority 13 People defer to experts.

Six Principles of Persuasion Authority 14 ​ “Check out my diploma.”

Six Principles of Persuasion Scarcity 15 People want more of what is less available.

Six Principles of Persuasion Scarcity 16 ​ “We’re running out!”

Use These Principles for Good 17 Dishonesty doesn’t work.

Putting Them All Together 18

Learn More Harvard Business Review Articles The Necessary Art of Persuasion Jay Conger The Uses (and Abuses) of Influence An Interview with Robert Cialdini by Sarah Cliffe Change the Way You Persuade Gary A. Williams and Robert B. Miller How to Give a Killer Presentation Chris Anderson Harvard Business Review Press Books HBR’s 10 Must Reads on Communication Harvard Business Review Video Connect with Any Audience Nancy Duarte Take Control of Your Nonverbal Communication Nick Morgan Harvard Business Review Blogs How to Tell a Great Story Carolyn O’Hara How to Get Your Idea Approved Amy Gallo 19