Psychologist Robert Cialdini in his book Influence: The psychology of persuasion talks about the six principles of persuasion. This is summarily explained below:

1. Reciprocity: Do you get that tail wag when you do good like in "the bad guys" animation? People are naturally inclined to want to return a favor. However, our purpose of doing should not be translational - expecting returns.

2. Commitment/Consistency: people who help with small favour can do a bigger one later. For instance, you could ask a professor for a piece of advice - do you think they are likely to reject writing a recommendation letter in the future? I hope no professor reads this. Lol

3. Social proof: Why do you think NGOs talk about the numbers they've impacted or companies about the number of products sold etc - the numbers serve as social proof that can be leveraged for sales, reference, grants, etc.

4. Authority: Talk about Consultant orthopedics, a professor of economics, a finance expert, etc. Until the numbers in social proof, people can incline toward the opinions of authority figures, experts, etc. Imagine Aliko Dangote talking about investing or Business!

5. Liking: Imagine getting to meet the governor of a state and you told him you love judo (because you know he does and plays it) or you attended the same School as his Son "Idowu" and we're course mates. This creates a euphoria of likeness and can be a landing spot for other things.

6. Scarcity: "Only five seats left", "Early bird registration closes tomorrow" etc. We have learned from Economics how much need scarcity brings to something, limited offer, etc. This, impact on cost among others

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