If you haven't read Robert Cialdini's "Influence" you should. It's a seminal work on the principles of influencing others. . . which is a major part what marketing is all about. The only thing more important is being seen in the first place.

.

Cialdini was concerned about the power of the information in his study and has made one of his missions to advocate the ethical use of influence.  Here is the content of a pocket guide that he hands out at conferences.

.

GARRY

===========================

.

PRINCIPLES OF ETHICAL INFLUENCE

by Dr. Robert Cialdini

.

Reciprocation — You, then me, then you, then me…

Be the first to give:

• Service
• Information
• Concessions

Scarcity — The rule of the rare.

Emphasize:

• Genuine Scarcity
• Unique Features
• Exclusive Information

Authority — Showing knowing.

Establish position through:

• Professionalism
• Industry Knowledge
• Your Credentials
• Admitting weaknesses first

Consistency — The starting point.

Start:

• Small and build
• With existing commitments
• From public positions
• Toward voluntary choices

Liking — Making friends to influence people.

Uncover:

• Similarities
• Areas for genuine compliments
• Opportunities for cooperation

Consensus — People proof, people power.

Unleash people power by showing:

• Responses of many others
• Others’ past successes
• Testimonials of similar others

The ethical use of influence means:

Being honest; Maintaining integrity; Being a detective, not a smuggler burglar or bungler.