1) Principle of Liking

People like those who are like them.

The Application- Uncover real similarities & offer genuine praise.

2) Principle of Reciprocity

people repay in kind

The Application - Give what you want to recieve.

3) The Principle of Social proof

People follow lead of similar others

The Application - Use peer power whenever as available.

4) The Principle of Consistency

People align with their clear commitments

The Application - Make their commitments active, public & voluntry.

5) The Principle of Authority

People defer to experts

The Application - expose your expertise, don't assume it's self-evident.

Surprisingly offten, people mistaken, assume that others recognise & appriciate.

6) The Priciple of Scarity

People want move of what they can have less of.

The Application - highlight unique benefits & exclusive information.