Powerfully Persuading People
Powerfully Persuading People
Powerfully Persuading People
Powerfully Persuading People
Leaders must master the discipline of persuasion — Harvard Business Review, psychologists, and God’s Word agree. Learn six fundamentals of powerful persuasion in order to win friends and influence coworkers for good.
A billion dollars was spent during Sunday’s Super Bowl to persuade us.
The Super Bowl platform works so well that the cost of Super Bowl ads have far outpaced the growth of the audience watching the game. In 1965, the first 30-second ad cost $37k to reach just over 24 million people (.015 cents per viewer). In 2024, the same 30-second ad cost $7 million to reach just over 115 million people (6 cents per viewer). That is a super increase of 3900% to reach a viewer.
These ads leverage all types of persuasive techniques to get us to do what they want us to do — buy something.
It’s been proven that the social aspects of the Super Bowl (parties, office gatherings, discussions, etc.) create exponential value, because everyone talks about the best ads and the things they want to buy. Some say these ads can even influence our culture. We can all agree that the witness of our friends and coworkers sharing about what they like and plan to buy is powerfully persuasive.
As leaders, we are called to influence others. We all know that the power of persuasion can be used for good and for bad. So how can we learn to persuade others for good, for what is best for them?
Persuading for Good
In Harvard Business Review’s “Harnessing the Science of Persuasion,” Robert B. Cialdini writes, “No leader can succeed without mastering the art of persuasion. But there’s hard science in that skill, too, and a large body of psychological research suggests there are six basic laws of winning friends and influencing people.”
Cialdini explains how one of the most basic parts of leadership is getting things done through others and that persuasion is an essential discipline for all leaders. Cialdini gives us six fundamental principles of persuasion and suggests how we can apply them in our context.
Below each of Robert Cialdini’s six fundamental principles, you’ll find ways to take persuasion from temporary good to permanent good by following the way Jesus calls us to work. Excellent work blesses others, and blessing others should lead them to Jesus!
#1) The Principle of Liking
People like those who like them. Usually, we just like people who like us.
The Application: Uncover real similarities and offer genuine praise.
“The important thing is to establish the bond early because it creates a presumption of goodwill and trustworthiness in every subsequent encounter. It’s much easier to build support for a new project when the people you’re trying to persuade are already inclined in your favor.” - RC
The Blessing:
“Along with cultivating a fruitful relationship, adroit managers can also use praise to repair one that’s damaged or unproductive.” - RC
Leads to Jesus:
“Since, then, we know what it is to fear the Lord, we try to persuade others. What we are is plain to God, and I hope it is also plain to your conscience. We are not trying to commend ourselves to you again… For Christ's love compels us, because we are convinced that one died for all, and therefore all died. And he died for all, that those who live should no longer live for themselves but for him who died for them and was raised again.” - [.no-reftag]2 Corinthians 5:11-15[.no-reftag]
We are called by Jesus to build and rebuild relationships with others by liking them, caring for them, and then — as we build trust and care for them as souls who last forever — introducing them to the One who made them and desires to love them forever.
#2) The Principle of Reciprocity
People repay in kind.
The Application: Give what you want to receive.
“If you have ever caught yourself smiling at a coworker just because he or she smiled first, you know how this principle works.” - RC
The Blessing:
“If you lend a member of your staff to a colleague who is shorthanded and staring at a fast-approaching deadline, you will significantly increase your chances of getting help when you need it. Your odds will improve even more if you say, when your colleague thanks you for the assistance, something like, ‘Sure, glad to help. I know how important it is for me to count on your help when I need it.’” - RC
Leads to Jesus:
“So in everything, do to others what you would have them do to you, for this sums up the Law and the Prophets.” - [.no-reftag]Matthew 7:12[.no-reftag]
It’s not too hard for us to know what is good for ourselves. When we care for others equally as we care for ourselves, we become a powerful witness to the One who cared for us.
#3) The Principle of Social Proof
People follow the lead of similar others.
The Application: Use peer power whenever it’s available.
“Social creatures that they are, human beings rely heavily on the people around them for cues on how to think, feel, and act.” - RC
The Blessing:
“Testimonials from satisfied customers work best when the satisfied customer and the prospective customer share similar circumstances” (RC). This inspires leaders to make community that blesses all.
Leads to Jesus:
“And you see and hear how this fellow Paul has convinced and led astray large numbers of people here in Ephesus and in practically the whole province of Asia. He says that gods made by human hands are no gods at all.” - [.no-reftag]Acts 19:26[.no-reftag]
It is the witness of lives changed that convinces people to follow Jesus. As a few people start to understand the Gospel and the God who made them and loves them, they change, and they can’t help but tell others. This is how we came to know too!
#4) The Principle of Consistency
People align with their clear commitments.
The Application: Make their commitments active, public, and voluntary.
“My own research has demonstrated that most people, once they take a stand or go on record in favor of a position, prefer to stick to it. Other studies reinforce that finding and go on to show how even a small, seemingly trivial commitment can have a powerful effect on future actions.” - RC
The Blessing:
“There’s strong empirical evidence to show that a choice made actively—one that’s spoken out loud or written down or otherwise made explicit—is considerably more likely to direct someone’s future conduct than the same choice left unspoken.” - RC
Leads to Jesus:
“Do not merely listen to the word, and so deceive yourselves. Do what it says.” - [.no-reftag]James 1:22[.no-reftag]
Our public and private consistency will win people over for Jesus as they experience the joy and fruit of our lives.
#5) The Principle of Authority
People defer to experts.
The Application: Expose your expertise; don’t assume it’s self-evident.
“Two thousand years ago, the Roman poet Virgil offered this simple counsel to those seeking to choose correctly: ‘Believe an expert.’ That may or may not be good advice, but as a description of what people actually do, it can’t be beaten.” - RC
The Blessing:
“Perhaps it’s a matter of telling an anecdote about successfully solving a problem similar to the one that’s on the agenda at the next day’s meeting. Or perhaps dinner is the time to describe years spent mastering a complex discipline—not in a boastful way but as part of the ordinary give-and-take of conversation” (RC). As leaders we have the opportunity to share our lives in conversation in a way that blesses others with experience and the source of our knowledge.
Leads to Jesus:
“However, I consider my life worth nothing to me; my only aim is to finish the race and complete the task the Lord Jesus has given me — the task of testifying to the good news of God’s grace.” - [.no-reftag]Acts 20:24[.no-reftag]
Letting people know why we live, why we work, and the source of our hope establishes our hope. We can say, “I met with God this morning, and He guides my words and steps.”
#6) The Principle of Scarcity
People want more of what they can have less of.
The Application: Highlight unique benefits and exclusive information.
“Study after study shows that items and opportunities are seen to be more valuable as they become less available. That’s a tremendously useful piece of information.” - RC
The Blessing:
“Honestly informing a coworker of a closing window of opportunity—the chance to get the boss’s ear before she leaves for an extended vacation, perhaps—can mobilize action dramatically.” - RC
Leads to Jesus:
“Jesus answered, ‘I am the way and the truth and the life. No one comes to the Father except through me.’” - [.no-reftag]John 14:6[.no-reftag]
Once our friends and coworkers know we are here to help them do excellent work that blesses others, they will become open to knowing our friend Jesus who is the exclusive way to abundant life that lasts forever!
Persuading others of the scarcity of the love of Jesus would be impossible. It’s simply not true. Our Great Shepherd is all about abundant love, “You prepare a table before me in the presence of my enemies. You anoint my head with oil; my cup overflows. Surely your goodness and love will follow me all the days of my life, and I will dwell in the house of the Lord forever.” - [.no-reftag]Psalm 23:5-6[.no-reftag]
Let’s persuade others this way!
Resources:
Video: "6 Ways to Master the Discipline of Persuasion" | Howard Graham
Article: "7 Competencies for Great Work"
Article: "Harnessing the Science of Persuasion" | Robert B. Cialdini, Harvard Business Review
A billion dollars was spent during Sunday’s Super Bowl to persuade us.
The Super Bowl platform works so well that the cost of Super Bowl ads have far outpaced the growth of the audience watching the game. In 1965, the first 30-second ad cost $37k to reach just over 24 million people (.015 cents per viewer). In 2024, the same 30-second ad cost $7 million to reach just over 115 million people (6 cents per viewer). That is a super increase of 3900% to reach a viewer.
These ads leverage all types of persuasive techniques to get us to do what they want us to do — buy something.
It’s been proven that the social aspects of the Super Bowl (parties, office gatherings, discussions, etc.) create exponential value, because everyone talks about the best ads and the things they want to buy. Some say these ads can even influence our culture. We can all agree that the witness of our friends and coworkers sharing about what they like and plan to buy is powerfully persuasive.
As leaders, we are called to influence others. We all know that the power of persuasion can be used for good and for bad. So how can we learn to persuade others for good, for what is best for them?
Persuading for Good
In Harvard Business Review’s “Harnessing the Science of Persuasion,” Robert B. Cialdini writes, “No leader can succeed without mastering the art of persuasion. But there’s hard science in that skill, too, and a large body of psychological research suggests there are six basic laws of winning friends and influencing people.”
Cialdini explains how one of the most basic parts of leadership is getting things done through others and that persuasion is an essential discipline for all leaders. Cialdini gives us six fundamental principles of persuasion and suggests how we can apply them in our context.
Below each of Robert Cialdini’s six fundamental principles, you’ll find ways to take persuasion from temporary good to permanent good by following the way Jesus calls us to work. Excellent work blesses others, and blessing others should lead them to Jesus!
#1) The Principle of Liking
People like those who like them. Usually, we just like people who like us.
The Application: Uncover real similarities and offer genuine praise.
“The important thing is to establish the bond early because it creates a presumption of goodwill and trustworthiness in every subsequent encounter. It’s much easier to build support for a new project when the people you’re trying to persuade are already inclined in your favor.” - RC
The Blessing:
“Along with cultivating a fruitful relationship, adroit managers can also use praise to repair one that’s damaged or unproductive.” - RC
Leads to Jesus:
“Since, then, we know what it is to fear the Lord, we try to persuade others. What we are is plain to God, and I hope it is also plain to your conscience. We are not trying to commend ourselves to you again… For Christ's love compels us, because we are convinced that one died for all, and therefore all died. And he died for all, that those who live should no longer live for themselves but for him who died for them and was raised again.” - [.no-reftag]2 Corinthians 5:11-15[.no-reftag]
We are called by Jesus to build and rebuild relationships with others by liking them, caring for them, and then — as we build trust and care for them as souls who last forever — introducing them to the One who made them and desires to love them forever.
#2) The Principle of Reciprocity
People repay in kind.
The Application: Give what you want to receive.
“If you have ever caught yourself smiling at a coworker just because he or she smiled first, you know how this principle works.” - RC
The Blessing:
“If you lend a member of your staff to a colleague who is shorthanded and staring at a fast-approaching deadline, you will significantly increase your chances of getting help when you need it. Your odds will improve even more if you say, when your colleague thanks you for the assistance, something like, ‘Sure, glad to help. I know how important it is for me to count on your help when I need it.’” - RC
Leads to Jesus:
“So in everything, do to others what you would have them do to you, for this sums up the Law and the Prophets.” - [.no-reftag]Matthew 7:12[.no-reftag]
It’s not too hard for us to know what is good for ourselves. When we care for others equally as we care for ourselves, we become a powerful witness to the One who cared for us.
#3) The Principle of Social Proof
People follow the lead of similar others.
The Application: Use peer power whenever it’s available.
“Social creatures that they are, human beings rely heavily on the people around them for cues on how to think, feel, and act.” - RC
The Blessing:
“Testimonials from satisfied customers work best when the satisfied customer and the prospective customer share similar circumstances” (RC). This inspires leaders to make community that blesses all.
Leads to Jesus:
“And you see and hear how this fellow Paul has convinced and led astray large numbers of people here in Ephesus and in practically the whole province of Asia. He says that gods made by human hands are no gods at all.” - [.no-reftag]Acts 19:26[.no-reftag]
It is the witness of lives changed that convinces people to follow Jesus. As a few people start to understand the Gospel and the God who made them and loves them, they change, and they can’t help but tell others. This is how we came to know too!
#4) The Principle of Consistency
People align with their clear commitments.
The Application: Make their commitments active, public, and voluntary.
“My own research has demonstrated that most people, once they take a stand or go on record in favor of a position, prefer to stick to it. Other studies reinforce that finding and go on to show how even a small, seemingly trivial commitment can have a powerful effect on future actions.” - RC
The Blessing:
“There’s strong empirical evidence to show that a choice made actively—one that’s spoken out loud or written down or otherwise made explicit—is considerably more likely to direct someone’s future conduct than the same choice left unspoken.” - RC
Leads to Jesus:
“Do not merely listen to the word, and so deceive yourselves. Do what it says.” - [.no-reftag]James 1:22[.no-reftag]
Our public and private consistency will win people over for Jesus as they experience the joy and fruit of our lives.
#5) The Principle of Authority
People defer to experts.
The Application: Expose your expertise; don’t assume it’s self-evident.
“Two thousand years ago, the Roman poet Virgil offered this simple counsel to those seeking to choose correctly: ‘Believe an expert.’ That may or may not be good advice, but as a description of what people actually do, it can’t be beaten.” - RC
The Blessing:
“Perhaps it’s a matter of telling an anecdote about successfully solving a problem similar to the one that’s on the agenda at the next day’s meeting. Or perhaps dinner is the time to describe years spent mastering a complex discipline—not in a boastful way but as part of the ordinary give-and-take of conversation” (RC). As leaders we have the opportunity to share our lives in conversation in a way that blesses others with experience and the source of our knowledge.
Leads to Jesus:
“However, I consider my life worth nothing to me; my only aim is to finish the race and complete the task the Lord Jesus has given me — the task of testifying to the good news of God’s grace.” - [.no-reftag]Acts 20:24[.no-reftag]
Letting people know why we live, why we work, and the source of our hope establishes our hope. We can say, “I met with God this morning, and He guides my words and steps.”
#6) The Principle of Scarcity
People want more of what they can have less of.
The Application: Highlight unique benefits and exclusive information.
“Study after study shows that items and opportunities are seen to be more valuable as they become less available. That’s a tremendously useful piece of information.” - RC
The Blessing:
“Honestly informing a coworker of a closing window of opportunity—the chance to get the boss’s ear before she leaves for an extended vacation, perhaps—can mobilize action dramatically.” - RC
Leads to Jesus:
“Jesus answered, ‘I am the way and the truth and the life. No one comes to the Father except through me.’” - [.no-reftag]John 14:6[.no-reftag]
Once our friends and coworkers know we are here to help them do excellent work that blesses others, they will become open to knowing our friend Jesus who is the exclusive way to abundant life that lasts forever!
Persuading others of the scarcity of the love of Jesus would be impossible. It’s simply not true. Our Great Shepherd is all about abundant love, “You prepare a table before me in the presence of my enemies. You anoint my head with oil; my cup overflows. Surely your goodness and love will follow me all the days of my life, and I will dwell in the house of the Lord forever.” - [.no-reftag]Psalm 23:5-6[.no-reftag]
Let’s persuade others this way!
Resources:
Video: "6 Ways to Master the Discipline of Persuasion" | Howard Graham
Article: "7 Competencies for Great Work"
Article: "Harnessing the Science of Persuasion" | Robert B. Cialdini, Harvard Business Review