In this guide
In this video, I review Robert Cialdini’s book Influence and consider how its original six principles of persuasion apply to corporate video production and marketing.
This review was first published in 2013 and covers the six principles discussed in the edition I read. Cialdini’s current framework also includes a seventh principle, unity, which concerns shared identity. His current overview of the principles explains that addition.
A marketing video may help someone assess a service, consider an offer or decide whether to make an enquiry. These principles provide ways to think about that decision, but they do not guarantee a response.
What I found useful was the connection between research and everyday decisions. For video production, the question is how to present relevant evidence and a sensible next step.
The original six principles are:
- Reciprocity
- Commitment and consistency
- Social proof
- Authority
- Liking
- Scarcity
The examples below apply each principle to a business video. Use accurate claims, relevant experience and genuine offers so viewers can make an informed decision.
1. Social proof
People often look to others’ experiences when assessing a choice. Testimonial and case study videos let prospective clients hear what happened on a relevant project. Include the client’s situation, what was done and what they can substantiate about the result.
2. Authority
Relevant expertise can help viewers assess an explanation. Introduce the speaker’s role and experience, then show them explaining or demonstrating the subject. Use credentials that relate to the topic and describe client relationships accurately.
3. Liking
People may be more receptive to someone they like or relate to. In a business video, that could mean a team member speaking naturally about a problem they understand. Choose a presenter who suits the subject and audience rather than assuming a well-known face will make the message persuasive.
4. Commitment and consistency
People tend to favour actions consistent with commitments they have already made. A video can offer a relevant next step, such as a demonstration after an introductory explanation. Make that step voluntary and describe what it involves; a sign-up is not a promise to buy.
5. Reciprocity
Reciprocity describes the tendency to return a favour. For a business, a useful starting point is to share an explanation that answers a real question. Give the information on its own merits and make any invitation to subscribe or enquire optional.
6. Scarcity
Limited availability can affect how people assess an offer. If a video mentions a booking deadline, limited places or remaining stock, the limit needs to be real and explained accurately. Update or remove the claim when the circumstances change.
Use these ideas to review the evidence, presenter and invitation in your video. The viewer should be able to understand the offer and decide whether it suits them.
Get in touch with Dream Engine if you’d like help planning a marketing video. Tell us who it is for and what you want viewers to understand.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne video production company established in 2002. Over the past two decades, he’s produced hundreds of videos for businesses, government departments, universities and healthcare organisations across Australia. Ryan specialises in helping organisations explain complex ideas through clear, engaging video content, with particular experience in corporate communications, training and education.
