Small Bigs

 Unlocking Big Outcomes with Small Changes

In the world of influence and persuasion, the idea of making small adjustments that yield big outcomes is a game-changer. My mentor, Dr. Robert Cialdini, a pioneer in the science of influence, calls these small changes "Small Bigs." They require minimal effort but produce disproportionately significant results. This blog explores three of these powerful principles: leveraging authority without self-promotion, utilizing scarcity to drive urgency, and fostering genuine connections through liking. Let’s dive in and uncover how you can apply these strategies ethically and effectively.

1. Persuasion’s Most Easily Correctable Mistake: Authority

The principle of authority emphasizes that people are more likely to follow the lead of credible experts. However, there’s a catch—self-promotion diminishes credibility. Research reveals that even highly competent individuals lose trust and likability when they introduce their own credentials. Instead, let someone else sing your praises.

Key Insight: To establish authority without appearing self-serving:

• Have a third party introduce your expertise. For instance, before a presentation, provide the host with a list of your credentials and ask them to share it with the audience.

• In one-on-one interactions, send a letter of introduction or include a LinkedIn profile link prior to meetings. This subtly sets the stage for your expertise.

Reflection Question: Who can help introduce your strengths in your next professional interaction? How can you equip them to effectively highlight your expertise?

Case Study: Real Estate Conversions

In a London real estate agency, simply credentializing agents increased conversion rates by 15.5%. When the receptionist introduced agents as specialists in specific areas, callers were more likely to become clients. This costless adjustment demonstrates the power of small changes.

Takeaway: Ensure that someone else communicates your credentials whenever possible. This reinforces trust without the interpersonal cost of self-promotion.

2. Driving Urgency with Scarcity

Scarcity is a powerful motivator. People value what is rare, exclusive, or dwindling in availability. But did you know that the scarcity of information amplifies this effect?

Key Insight: Combine scarcity of resources with exclusivity of information for maximum impact.

• Share timely, exclusive data that supports your proposition. For example, highlight limited availability alongside privileged insights.

Case Study: Australian Beef Sales

A study on Australian beef sales demonstrated this principle vividly. Salespeople split customers into three groups:

1. Standard offer.

2. Scarcity emphasized: "Limited supply due to weather conditions."

3. Scarcity and exclusivity: "This information comes from exclusive sources."

Sales skyrocketed from 10 to 61 carloads when exclusivity was added to scarcity. The takeaway? Scarcity becomes even more persuasive when paired with unique, credible information.

Reflection Question: What exclusive or time-sensitive information can you ethically share to enhance your message’s impact?

3. Boosting Conversions with Liking

Liking is a cornerstone of influence. People prefer to work with those they like and trust. However, the real magic happens when you demonstrate that you like them.

Key Insight: Start by genuinely liking your audience and expressing it.

• Smile. A genuine smile fosters a sense of connection and warmth.

• Include welcoming messages in online communications. For example, a simple "We’re so glad you’re here" on a website can significantly boost engagement.

Case Study: The Power of a Smile

In consumer research, bottles with upturned lines (resembling a smile) were chosen more often than those with neutral or frowning designs. This unconscious preference underscores the importance of positive visual cues.

Fostering Connection in a Digital World

Technology often creates barriers to human connection. Adding personal touches—such as welcoming messages or friendly visuals—can bridge this gap. In A/B tests of 6,700 websites, sites with welcoming messages saw significant increases in conversion rates.

Reflection Question: How can you incorporate small gestures of warmth and friendliness into your customer interactions?

Putting It All Together

Each of these "Small Bigs" highlights a simple yet powerful way to enhance your influence:

1. Authority: Let others introduce your credentials.

2. Scarcity: Emphasize both scarcity and exclusivity.

3. Liking: Show genuine appreciation and warmth.

Your Next Steps

• Reflect on your current influence strategies. Are there opportunities to incorporate these principles?

• Practice ethical influence. Transparency and authenticity build trust.

• Engage with us to deepen your understanding. 

Influence is not about manipulation; it’s about creating genuine connections and driving meaningful action. 

Ready to take the next step?

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• Schedule a call for business growth consulting to discuss tailored solutions for your team.

• Apply for business leadership coaching to elevate your leadership skills.

• Book a private workshop to transform your team’s performance.

Remember, small changes can lead to big outcomes. Take the first step today!