Cialdini's 6 principles applied to landing pages (with real examples)

Robert Cialdini spent 30 years studying what makes us say yes. He extracted 6 principles that are everywhere today — even when you don't notice them.

The 6 principles (in 30 seconds)

• Reciprocity: I receive, I give back.
• Consistency & commitment: if I've said yes to a little, I'll more easily say yes to a lot.
• Social proof: if others do it, it's ok.
• Authority: I trust those who know.
• Liking: I say yes to those I like.
• Scarcity: I want more of what's running out.

Practical examples on a landing page

Reciprocity: give away a free guide before asking for an email. Social proof: put 4 real testimonials with name and photo, not 20 anonymous stars. Scarcity: "I take 3 new clients per month" is honest; "Today only -90%" is fake urgency.

Fake urgency is the worst thing you can do. It works once. It burns trust forever.

Ethics and marketing

These levers work because we're human. Using them to deceive is manipulation. Using them to help someone already interested make a decision is marketing done well.