Application of Cialdini’s Influence Techniques

   Posted by: Britt   in On Marketing

I visited this website, on a Twitter recommendation (someone who wanted to convert me) http:_//www.11newlaws.com/

This website does all the standard marketing steps to entice you to submit your email address recommended by Robert Cialdini. Are they effective? You bet! Cialdini is renowned for his book, Influence: The Psychology of Persuasion. If you watch carefully, you’ll notice how many of the law of attraction gurus carefully and meticulously apply Cialdini’s techniques. Cialdini’s techniques are quite standard, and are taught (and applied) by Arthur Ray James Himself.

Anyways, back to 11newlaws.com.

The text on their front page reads:


“Law of Attraction LIES ?”

If you think the “Law of Attraction” is just a Bunch of Hype or Believe in it But It’s Just Not Working The Way You Want. Then You’ve Come to The Right Place Because We’re Giving FREE Access to the Next 100[crossed out] 74[crossed out] 27 People To The Secret Membership Where you will find Actual Scientific Video Proof That Shocked Law of Attraction Experts Everywhere

You Will Receive the Following:

  • “SCIENTIFIC VIDEO PROOF” of Actual Caught on Camera Footage that proves the “Law of Attraction is True or False? Truth Revealed YOU MAKE THE DECISION!
  • Receive 6 Life Empowering Specific Videos you can Download and Watch anytime on your PC,MAC, IPOD or Any other Media Player to Develop Key Areas of Your Life, such as Money, Relationships and Health.
  • The Original Unedited in his own words “Think and Grow Rich” by Napoleon Hill, A Classic That Began Everyone’s Self Development Career including Tony Robbins and Abraham Esther & Jerry Hicks just to name a few.
  • Also Receive Gold Membership Access to our Training Center to Further enhance your Life the Way YOU CHOOSE.

If it’s a law, then it’s immutable, and then (it should follow), that there is no way to wrongly apply the law. Imagine. “Oooops. I got out of bed this morning and mis-applied the law of gravity. Silly me. Tomorrow, though, I’ll buy the book and get it right.”

Let me show you (very briefly) how the marketing on this page works, using Cialdini’s six points of effective persuasion, one point at a time.


The idea if you give something for free, others will feel indebted to you and consequently make a purchase from you. Hence the plethora of “free” workshops, audio files, books, etc. It works. Oh, and if you google, “think and grow rich filetype:pdf” you’ll find an abundance of free copies of the book.


There are only 27 free memberships available, down from 100. This creates a sense of urgency. Makes you want to sign up now. (But I’ll bet you that in a month, there will still be 27 free memberships available.)

Social Proof

This is the art of creating a rush. Again, 73 free memberships have been alway taken. Less than a third left. Others are climbing over each other to sign up. What’s wrong with you?


Referencing “scientific proof” that shocked law of attraction experts everywhere.


This page is set up to be found by the already-converted, hence the consistency. People who land here will hear what they want to hear. How do I know this? Well, beyond knowing the basics marketing, I also know html intimately. I often check out the source code. The html code for the bullet graphics are given alt tags “Abraham Hicks,” who is the channeled spirit who speaks to Esther Hicks to her husband Jerry Hicks in the book, The Law of Attraction. It’s a search engine mechanism to increase your rating. Not that there’s anything wrong with marketing. I’m just noticing, and thinking out loud. In the code, you’ll see things that don’t appear on the actual page.

  • Title: Learn The Secrets Behind The Law of Attraction Utilized with Quantum Physics
  • Description: Watch the Exclusive Actual Caught On Camera Video Footage of the Law of Attraction Actually Working Scientific Proof
  • Keywords: Anthony Tony Robbins Esther Abraham Hicks Coach Coaching self development improvement law of attraction personal self motvation motivational

Further down is reference to the text that will  appear when you enter your email.

In order to Develop Your Own Personal Power Through Subconscious Mind Technologies that you will Soon Receive, you have to understand the Basics….

“Understanding How to Apply the Law of Attraction”

The Law of Attraction is the centerpiece around which your desires can be achieved. It is the definition by which your clear, steady desires will be realized.

Desire is the first facet to Learn the Law of Attraction, but it is by no means the whole. In order to bear fruit, desire must be paired with expectation. If you desire something, but in your mind, you aren’t expecting to achieve it, it should come as no surprise that you will not. Similarly, if you expect something, even though you don’t desire it, you may find that it will come to pass. This is usually a negative outcome. If you expect the train to be late, it likely will. That is a relatively benign outcome. However, if you expect to fall short of your goal, or if you expect to continually endure failure, you are setting yourself up for that exact outcome. The key is to only expect what you desire.

Everyone has interests, whether they be academic, spiritual or material. No one’s interests are entirely the same. In nurturing our desires, our task is to identify our higher interests and conflate those with our desires. In this way, we both further our interests and achieve our desires.

In order to make our higher interests flourish, we must lavish them with attention. The more attention we give to our interests, the more attraction we create. As we give more and more attention to our higher interests, our lower, material interests will be subsumed by those higher.

It’s important to start with more fundamental interests before proceeding to more particular substantive ones. For instance, if your primary interest is honesty, you will grow attraction to honesty, and thus bring more honesty and truth to your life. From this foundation, you can build your desires on other interests and you will steadily progress as a human being.

With your attention keenly on your interests, you can then bring your desires to fruition through expectation. Expecting your desired outcome is an integral part of achieving it. Your achievements will be consistent with your expectations, therefore it is prudent to expect great things, even if they seem out of reach. Expecting only modest outcomes will bring them upon you. The same applies to worrying that your expectations will not be met. This will only waste mental energy and dilute your desired outcome.

These three core steps, interest, attention and expectation, will together help you use this law to better yourself. In doing so, you will attract yourself to like-minded individuals and put yourself in positive situations. It may be as simple as meeting someone you have been thinking of, or it may be as far reaching as achieving your ultimate desire.


About Anthony (Tony) Robbins

Anthony Robbins has spoken before about using these techniques and he is a well known American Self Help Guru/Speaker/Writer and has been for the past 30 years. He became well known through his infomercials and bestselling self-help books, Unlimited Power: The New Science Of Personal Achievement and Awaken The Giant Within. The first edition of Unlimited Power was published by Fawcett Columbine back in 87. Robbins writes about health and energy, overcoming fears/doubts, persuasive communication, and enhancing relationships.

He also became well known internationally through late night infomercials promoting personal development audio programs and motivational seminars. His audio programs, seminars and self-help products featured NLP(Neuro-Linguistic Progamming) and Ericksonian hypnosis which he studied at the start of his career.

At his seminars, Robbins also has his students Walk on Fire as a metaphor for overcoming fears and limiting beliefs. Later, Robbins combined his skills and techniques with other methods claimed to effect personal change.


You Arrived Here Because You Were Looking for:

I Pray and Hope That You have found what you are looking for
and If You Would Like to Learn More About These Advanced Techniques
as well as How Quantum Physics or Any of these
Mind Consciousness Technologies Work Please Contact Us
By Typing In Your Email or Going to the Contact Us Page.


this is the only one that’s absent from the Cialdini list of six. Typically, marketing sites do this by way of testimonials. This page, for whatever reason, doesn’t.

If you want a quick and dirty on Robert Cialdini, check it out on Wikipedia.

Notice, though, that it’s the Law of Attraction experts that are shocked. It didn’t rock the world of actual science. It didn’t rock the world of quantum physics. It shocked the Law of Attraction experts.

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This entry was posted on Tuesday, November 24th, 2009 at 7:45 pm and is filed under On Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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