

When it comes to attracting and converting potential readers, few things matter more than your book offers or book descriptions. They need to be awesome. Every word adds spice to the “dish,” making the content appealing to prospective buyers.
I take my ingredients for spicing up offers and book descriptions from well-known psychologist Robert Cialdini. His classic book on persuasion and influence describes 6 principles: reciprocity, consistency, social proof, liking, authority, and scarcity.
(A seventh principle, “unity,” was added in 2016.) I personally use these principles like salt and pepper in my own marketing. Taken together, they’re a powerful arsenal for any marketer.
Cialdini Principles
Check out the examples of Cialdini principles in action below, and read my tips for how you can season your own marketing with these powerful persuasion tactics.
Examples of Success
The book sales page of Expert Secrets by Russell Brunson: How many of Cialdini’s principles can you find? Thumbnail (January 30, 2020) Solution: If you look over the whole sales page, you’ll see that Russell actually uses all of Cialdini principles. In the screenshot above, he uses reciprocity (offering a free book), social proof (providing a testimonial), and authority and liking (with a video). |
This Amazon sales page uses credibility (listing awards) and authority (“prize-winning journalist”) heavily to create a compelling book description and subsequent offer. Thumbnail (January 30, 2020): Amazon |
Application
Find my concrete applications for each Cialdini principles below.
Principle | Application |
Reciprocity |
|
Consistency |
|
Social Proof |
|
Liking |
|
Authority |
|
Scarcity |
|
Unity |
|
Resources
- Robert Cialdini. Influence: The Psychology of Persuasion (1984): https://www.amazon.com/Influence-Psychology-Persuasion-Robert-Cialdini/dp/006124189X
- Cialdini’s 7th Persuasion Principle: Using Unity in Online Marketing: https://cxl.com/blog/cialdini-unity/
- How to Use Cialdini’s 6 Principles of Persuasion to Boost Conversions: https://cxl.com/blog/cialdinis-principles-persuasion/
- Dr. Robert Cialdini: The Psychology Powering Influence and Persuasion [podcast]: https://guykawasaki.com/dr-robert-cialdini-the-godfather-of-influence/

Book Sales Explosion : The 25 Best Tactics For Skyrocketing Your Book Sales Today

Albert Griesmayr
Founder & CEO of the book publishing startup Scribando & Novelify.
Previously Albert was Head of Digital at Dorotheum and consults companies and authors in digital strategy, digital marketing and book promotion.