Summary

  • Cialdini’s Influence (persuasion book with a magnet on the cover).
  • Three essentials for your talk/mentoring: Scarcity, Social proof/Liking, and Avoid negative social proof.

Notes

  • Scarcity → “Pode ser o último.” Increases perceived value and urgency.
  • Social proof / Liking → “O amigo mostrou e a pessoa comprou.” We copy people we like and trust.
  • ⚠️ Negative social proof → Messages like “muitos roubam/levaram” normalize the bad behavior (classic park-theft sign effect). Prefer injunctive norms (“quase ninguém faz; não faça”) and approval/disapproval cues.

How to apply (fast)

  • Write CTA lines with time/quantity limits (true ones).
  • Add peer cues: testimonial from a similar person/team; show adoption counts after commitment (avoid bandwagoning bad actions).
  • Rewrite warnings to describe desired behavior and disapproval of the undesired one.