The Hidden Influence Behind Everyday Marketing

People often ask me whether Influence: The Psychology of Persuasion and Dr. Robert Cialdini’s principles of influence are still as effective today as they were more than 40 years ago when his book hit bookstores.

My answer is always the same: Absolutely!

Technology has changed dramatically. We’ve moved from letters to email, from phone calls to texts, and from television ads to personalized social media feeds driven by algorithms and AI.

But despite all that change, the human brain hasn’t evolved nearly as fast as technology.

• People still want to be consistent in word and deed.
• People still avoid loss.
• People still trust authority.
• People still follow the crowd.
• People still prefer to do business with people they like.
• People still give when given to.

The platforms may change, but the psychology remains remarkably consistent.

That’s why smart marketers continue to use the principles of influence everywhere—from streaming ads and email campaigns to online shopping carts and direct mail.

A friend reminded me of this when he handed me a marketing letter he received from AT&T. He knew I’d enjoy dissecting it from a persuasion perspective. And while the letter itself was old-school direct mail, the psychology behind it is just as relevant today as anything happening online.

Right at the top was my friend’s name: “John.”

That may sound insignificant, but it matters. As Dale Carnegie famously wrote in How to Win Friends and Influence People: “A person’s name is to that person the sweetest and most important sound in any language.”

In a world filled with never ending distractions, your name grabs your attention immediately. Liking was the marketer’s first victory: grabbing your attention long enough to entice you to keep reading.

The next persuasive element was subtle. Early in the letter it read: “Per your request…”

At first glance, it sounded as though John had expressed interest in the offer. That wording taps into the principle of consistency. Once people believe they initiated something—or previously showed interest—they feel psychological pressure to stay aligned with that prior behavior. Whether intentional or not, language like that nudges people to continue engaging with the message.

Then came the “free” offers: Free upgrades. Free installation. Free extras.

Behavioral economist Dan Ariely has written extensively about how irrational people become around the word “free.” Many of us used to add unnecessary items to an online cart simply to qualify for “free shipping.” Ironically, we spent more money in pursuit of something “free.”

That was not accidental. Marketers know “free” captures your attention. However, this is where many people misunderstand the principle of reciprocity.

Offering something “free” after you buy isn’t reciprocity. That’s a reward.

Rewards do motivate behavior but differ from reciprocity, which occurs when someone gives to you first, with no immediate strings attached. That initial gesture creates a natural desire to give back. That distinction matters because true reciprocity is relational, while rewards are transactional.

The AT&T letter also used scarcity with wording like: “We don’t want John to miss out on this great deal.”

Scarcity works because people are generally more motivated by the fear of loss than the possibility of gain. We hate missing opportunities, especially when they appear limited.

At the bottom of the page was another subtle cue: a “Reviewed” stamp. That small detail added an element of authority, signaling that someone official had evaluated and approved the offer.

And finally, attached to the top of the letter was a yellow sticky note with what appeared to be a handwritten message. Even today, that tactic works surprisingly well because it creates the impression that someone took extra time and effort personally for you. In a world of mass automation, personalization stands out and engages reciprocity.

Now, you may read all of this and think: “That would never work on me.”

Maybe not consciously. But these approaches work on enough people that companies continue investing millions of dollars using them. If they stopped producing results, marketers would abandon them quickly.

Importantly, the principles of influence won’t make a bad product good or a lousy offer irresistible. Persuasion can enhance perceived value, but it cannot create value where little, or none exists.

What these principles can do is help marketers break through the noise. And in today’s world—where we’re exposed to several thousand marketing messages every day—that’s often the biggest challenge of all.

The next time you open an email, scroll past an ad, or receive a piece of direct mail, pause for a moment and ask yourself: Which principles of influence are at work here?

Once you start noticing them, you’ll see persuasion hiding in plain sight almost everywhere you look.

Edited by ChatGPT

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE and a faculty member at the Cialdini Institute. An author, TEDx presenter, international speaker, coach, and consultant, Brian helps clients apply influence in everyday situations to boost results.

As one of only a dozen Cialdini Method Certified Trainers in the world, Brian was personally trained and endorsed by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by Book Authority. Persuasive Selling and Influenced from Above were Amazon new release bestsellers. His LinkedIn courses on persuasive selling and coaching have been viewed by over 850,000 people around the world and his TEDx Talk on pre-suasion has more than a million views!