Influence Mastery:

The Ultimate List of Strategies, Tactics, and Tools of Influence

John F. Kennedy as a Charismatic Leader and an Inspirational Force for Change

“A great person attracts great people and knows how to hold them together.”

—Johann Wolfgang Von Goethe (1749—1832),
German Scientist, Statesman, Poet

Leonard Da Vinci

Essence of Influence: a Polymath with wildly diverse talents, Leonardo Da Vinci was a brilliant, innovative and revolutionary thinker, and the quintessential archetype of the Renaissance Man
Key Strengths: Relentless, unquenchable curiosity. Diverse thinker. Self-confidence. Self-acceptance.
Key Weaknesses: Procrastinator. Lack of follow through.

CURIOSITY

Cultivate Concentrated Curiosity

If you can spark curiosity in others you can gain their attention and interest. If you can sustain their curiosity and interest, you can build influence and power.

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SOCIAL PROOF

Build and Display Social Proof

Social proof, a term coined by Robert Cialdini in his book, Influence, is a principle people use to guide their behavior. In essence, we take our cues from the herd, particularly when we are uncertain about what to do. As Cialdini writes, “we view a behavior as more correct in a given situation to the degree that we see others performing it.”

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VALUE

Add Massive Value

Your level of success, and the degree to which you remain aligned with your audience, depends entirely on your continued ability to add value to their lives. To achieve massive success, wealth or fame is to find a way to add massive value. Shun the seductive, yet toxic, mentality of getting something for nothing, which only weakens your resolve and corrupts your outlook. Instead, focus on providing massive value first. After spending over two years interviewing the ultra affluent in more than 100 towns across the country, W. Randall Jones concluded, that “only by creating value will you ever attract significant wealth.” In fact, he said, “this is the first commandment of creating great wealth.”JonesRMIT26 Jones, the author of The Richest Man in Town, writes that the ultra rich “are staunch in their belief that you must first create substantial value—products or services that enhance people’s lives—before the money will flow from any commercial enterprise.”JonesRMIT26 In the words of Andrew Carnegie, “No man becomes rich unless he enriches others.” St. Francis of Assisi put it this way, “For it is in giving that we receive.”

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RECIPROCITY

Employ the Principle of Reciprocity

Reciprocity begins with generosity. The idea that “we should try to repay, in kind, what another person has provided us” is known as the law of reciprocity and, according to Robert Cialdini, this is “one of the most potent of the weapons of influence” (p. 2). “By virtue of the reciprocity rule, then, we are obligated to the future repayment of favors, gifts, invitations, and the like” (p. 20).

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EXPECTATIONS

Fulfill and Surpass Expectations, Give Your Audience What They Want

The legendary motivational speaker Zig Ziglar (1932—2012) often said, “You can have everything in life that you want, if you just help enough other people get what they want.” Let this be your rule: Always strive to do or give more than anyone could reasonably expect. Learn to love surpassing the expectations of others. Adopt an abundance mindset. Focus foremost on adding massive value to people’s lives, and your perceived value will rise to the top. As written in the Book of Matthew, “The greatest among you will be servants of all.”

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LIKING

Identify Small Opportunities to Reveal Similarities and Foster Liking

Your level of success, and the degree to which you remain aligned with your audience, depends entirely on your continued ability to add value to their lives. To achieve massive success, wealth or fame is to find a way to add massive value. Shun the seductive, yet toxic, mentality of getting something for nothing, which only weakens your resolve and corrupts your outlook. Instead, focus on providing massive value first. After spending over two years interviewing the ultra affluent in more than 100 towns across the country, W. Randall Jones concluded, that “only by creating value will you ever attract significant wealth.” In fact, he said, “this is the first commandment of creating great wealth.”JonesRMIT26 Jones, the author of The Richest Man in Town, writes that the ultra rich “are staunch in their belief that you must first create substantial value—products or services that enhance people’s lives—before the money will flow from any commercial enterprise.”JonesRMIT26 In the words of Andrew Carnegie, “No man becomes rich unless he enriches others.” St. Francis of Assisi put it this way, “For it is in giving that we receive.”

Booker T. Washington

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“Character is Power.”
–Booker T. Washington

CHARACTER

Cultivate Character, Become a Person of Integrity

“Character may almost be called the most effective means of persuasion.”
—Aristotle

“Character is Power.” –Booker T. Washington

“Character may almost be called the most effective means of persuasion.” —Aristotle

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SCARCITY

Create and Communicate Legitimate Scarcity

Scarcity, by definition, is a lack of sufficient supply or availability to satisfy demand. According to research in social psychology, when the scarcity of something or someone increases, its perceived value will likewise increase. The more scarce it becomes the more people tend to want it. This, in turn, can influence expectations. When you stack the scarcity principle on top of social proof and existing buy-in (i.e. the principle of commitment/consistency), you significantly increase the perceived value. The greater the perceived value, the greater the expectation of achieving the intended outcome.

Theodore Roosevelt

Essence of Influence: Courage, initiative, vision.
Key Strengths: Intelligence, Will Power, Courage, Grit, Herculean Appetite for Work.
Key Weaknesses: Perhaps a tad bit self-absorbed.

INITIATIVE

Seize the Initiative, Leadership is Power

Initiative is unusually rare. And, as result, it is exceptionally valuable and abundantly rewarded.
“Most people recognize that initiative is beneficial,” writes John Maxwell, “yet they still frequently underestimate its true value.” The greatest rewards come not in the form of medals and ribbons, however. The greatest value of seizing the initiative comes in the form of results. In fact, Stephen Covey writes in The Seven Habits of Highly Effective People, “The difference between people who exercise initiative and those who don’t is literally the difference between night and day. I’m not talking about a 25 to 50 percent difference in effectiveness; I’m talking about a 5,000-plus percent difference, particularly if they are smart, aware, and sensitive to others” (pg. 84).

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FRANKLIN EFFECT

Ask for Small Favors as a Way to Connect

“For it is the nature of men to be bound by the benefits they confer as much as by those they receive.”
—Niccolò Machiavelli (1469—1527), Italian Diplomat, Author of The Prince

Believed to be the result of cognitive dissonance, the Ben Franklin effect is a psychological phenomenon whereby a person who can be persuaded to do a small favor for someone will be more likely to do another favor for that person in the future, even more so than if they had received a favor from that person.

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AUTHORITY

Display Authority, Increase Credibility

Titles, degrees, uniforms, awards, medals, trophies, certificates, and even ribbons can all help project authority and make the average person more likely to accept what that person says.

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LISTENING

Master the Art of Active Listening

“You can close more business in two months by becoming interested in other people than you can in two years by trying to get people interested in you.” —Dale Carnegie, How to Win Friends and Influence People

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PROMISES

Make Big, Bold Promises, Then Deliver on the Promise

The way to succeed is not simply to make promises that you know you can keep—although that is a critical first step. The way to succeed, the way to gain attention and build a loyal base, is to make big, bold promises, and then astonish everyone by delivering above and beyond the promise.

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STORYTELLING

Tell a Relevant, Compelling Story

“Character is Power.” –Booker T. Washington

“Character may almost be called the most effective means of persuasion.” —Aristotle

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CONSISTENCY

Be Consistent to Build Trust

There is also considerable power in consistency. Without consistency there is no track record or accountability. There is no reputation or results to measure and assess. Consistency allows us to build trusting relationships, businesses and brands. And it is, no doubt, a powerful component of success.

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COMMITMENT

Build on Small Commitments

Most people loathe the idea of appearing inconsistent. Drawing on this natural desire can be another way to influence others. If people make a small commitment to do something in support of your idea or business they will be more likely to act consistent with that commitment later, even if you ask for a somewhat larger commitment next time. This is another one of Cialdini’s principles of influence, which he writes about in his book Influence.