What Most Marketers Get Wrong About Influence w/ Dr. Robert Cialdini, Author of Influence

Dr. Robert Cialdini has spent his career researching the science of why people say yes, and his seven principles of influence have become the backbone of how the world's best marketers, salespeople, and leaders communicate. In this conversation, he shares where marketers consistently misapply his research, how AI is making the line between influence and manipulation harder to hold, and what the science actually says about techniques most people think they already understand. Key takeaways for marketing leaders: In authority vs. an authority: Most managers confuse power with persuasion. One lasts, one doesn't. Stop manufacturing urgency: If a real constraint exists, point to it. And limited number always beats limited time. Give first, make it tailored: The McDonald's balloon study showed parents spent 25% more when the gift came before the order, not after. Humanize everything: In-person asks are 16x more effective than email. A video call cuts that to 2x. Resources:  The Cialdini Institute is giving 97th Floor followers their Cialdini Influence Assessment for free for 30 days. Use code 97FLOOR at checkout: https://assessment.cialdini.com/  They’re also offering 20% off the Cialdini Certified Practitioner Course. Use code 97FLOORCCP at checkout: https://cialdini.com/certified-practitioner  Connect with Dr. Cialdini on LinkedIn: https://www.linkedin.com/in/robertcialdini  Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/  Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.  About Dr. Cialdini: Robert Cialdini, a thought leader in the fields of influence and persuasion, has spent his career publishing scientific research on what causes people to say “Yes” to requests. The results of his research, his ensuing articles, and his New York Times bestselling books have led to his election to the National Academy of Sciences and the American Academy of Arts and Science. His 7 Principles of Persuasion have become a cornerstone for any organization serious about significantly increasing its influence, while doing so ethically. As a keynote speaker, Dr. Cialdini is renowned for his ability to translate the science of influence through valuable and memorable stories that result in immediate and long-term business applications. His books, including his New York Times Bestselling Influence and Pre-Suasion, have sold more than seven-million copies in 50 languages. As a result, he is frequently regarded as “The Godfather of Influence”. Timestamps:  1:05 - AI, citation rates, and the persuasion arms race 9:12 - Being "in authority" vs. being "an authority" 16:18 - Warren Buffett's credibility trick 26:44 - The McDonald's balloon study 44:32 - Daniel Kahneman's biggest influence on Cialdini