This document summarizes the six principles of persuasion according to Robert Cialdini: reciprocity, social proof, commitment and consistency, liking, authority, and scarcity. For each principle, it provides a brief definition and examples of how companies have successfully leveraged that principle in their marketing strategies. For instance, it notes that Amazon uses reciprocity by allowing users to preview products before purchase, while Kickstarter employs social proof by prominently displaying funding amounts for projects. The overall purpose is to teach persuasion techniques that can help convert more online users.