This document discusses different persuasive strategies including reciprocity, scarcity, authority, consistency, liking, social proof, and emotional appeal. Reciprocity refers to the tendency to return favors, while scarcity creates a sense of urgency by limiting availability. Authority uses respected figures to increase trust, and consistency leverages prior commitments to influence future decisions. Liking enhances persuasion between individuals who share a bond. Social proof shows that people are influenced by what others do, while emotional appeal connects with audiences by sharing feelings. Together, these strategies can be used to better understand and practice the art of persuasion.

1. PERSUASIVE
STRATEGIES
Unveiling the art of influence

2. PERSUASION – AN OVERVIEW
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3. RECIPROCITY
• Definition and Concept: Consider that you share your snacks with a
friend. There is pretty good chance that they will share theirs with you
later. That is exactly what reciprocity is.
• Examples of Reciprocal Strategies: Giving treats, free samples
which is like a friendly exchange that makes people want to give back.
• Impact on Decision-Making: It builds trust and makes people more
likely to help out.

4. SCARCITY
• Introduction to Scarcity: If your favourite game announces that it will
only be available for a limited time period, you tend to want to play it as
much as you can.
• In the real world: Limited discounts in stores or limited edition
products create excitement among people, making things feel special.
• Creating Urgency Effectively: Countdowns or limited-time offers
make us act fast, fearing we might miss out on it.

5. AUTHORITY
• Understanding Authority in Persuasion: Picture a superhero giving
advice – we're more likely to listen because they know what they're
talking about.
• Building and Demonstrating Authority: Showing certificates or using
experts in ads makes people trust and believe in what's being said.
• Cases of Successful Authority Implementation: Celebrities
endorsing products or experts sharing positive reviews make us more
likely to trust and try.

6. CONSISTENCY
• Basic Principle: It is a psychological phenomenon that makes people
want to act in ways that are consistent with their previous decisions,
beliefs, and values.
• Influence of Prior Commitments: Events such as making promises or
writing pledges makes us more likely to stay true to our word.
• In the real world: For example, organizations might first ask you to
donate a small amount. Then they request for a monthly contribution of
the same. And finally they ask for an increment in your regular
contribution.

7. LIKING
• The Role of Likability in Persuasion: We are more likely to be
persuaded by people we like and those we want to be liked by. In other
words, the more you like someone the more likely you are to say “yes”
to them.
• Strategies for Enhancing Likability: Being friendly, exchanging
compliments, and working together create a bond.
• Case Studies on Liking in Action: A user is much more likely to be
interested in a company, product, or service if the salesperson, or
spokesperson, is someone the user is close to or fond of.

8. SOCIAL PROOF
• Unpacking Social Proof: It's like trying a new restaurant because
everyone says it's amazing – we trust what others do.
• Leveraging Testimonials and Reviews: Reading positive reviews or
hearing stories from others makes us more likely to try something.
• Impact on Consumer Behavior: When we see others doing
something, we often want to join in too.

9. EMOTIONAL APPEAL
• Emotional Persuasion Techniques: Imagine a heartwarming story
making you want to help – emotions play a big role in our choices.
• Connecting with Audiences Emotionally: Sharing feelings and
experiences creates a connection that goes beyond just facts.
• Balancing Logic and Emotion in Persuasion: It's like making a
decision with both your head and heart – finding the right mix makes
persuasion powerful.

10. CONCLUSION
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