The 6 Pillars Of Persuasive Marketing

1. Reciprocity

Definition: The tendency to "return the favor" when you're given something.
Example: Restaurant customers tip more when given a mint or two at the end of the meal.
Bonus Nugget: This works even if you don't particularly like the gift. 

2. Scarcity

Definition: The tendency to want something more when it’s in low supply.
Example: A sale that only lasts one weekend.
Bonus Nugget: 99% of the scarcity used in marketing is fake. 

3. Authority

Definition: The tendency to be persuaded by authoritative figures.
Example: Celebrities fitness instructors endorsing fitness products.
Bonus Nugget: Many sales organizations have every employee claiming to be a "vice president" or some other high ranking. 

4. Consistency

Definition: The tendency to act in a way that is consistent with how you've acted in the past.
Example: Charities asking you if you want to help whoever they help before asking for a donation.
Bonus Nugget: Writing pledges down works better than just speaking. 

5. Liking
Definition: The tendency to be persuaded by people and organizations that you like.
Example: A business whose founder is active and likable on social media.
Bonus Nugget: This is such a powerful force that it can overcome having a mediocre product. 

6. Consensus

Definition: The tendency to be persuaded by group consensus.
Example: Toothpaste companies claiming that 5 out of 6 dentists recommend their product (that's a bit of authority too).
Bonus Nugget: Highlighting good reviews is a common way to use this. 

Some closing notes:

1. These all come from Influence, a book by Robert Cialdini
2. That book is a classic, and it's definitely worth checking out