We’ve been thinking recently about how some of the classic behavioural principles of influence, originally framed by Dr. Robert Cialdini, can provide useful guidance when it comes to shaping marketing messages, brand positioning, and campaign design.

As part of ongoing ideation and strategic thinking, I thought I’d share a quick overview of the 7 core principles we sometimes use to pressure-test how well marketing assets and customer journeys are working to build trust, trigger action, and reinforce loyalty:

1. Reciprocity – Are we offering value upfront? Helpful tools, knowledge, or samples that build goodwill before asking for anything in return?
2. Social Proof – Are we clearly demonstrating that others trust and recommend us through testimonials, case studies, awards, or endorsements?
3. Authority – Are We Positioning Ourselves as Experts? Do our materials convey technical credibility and leadership?
4. Commitment & Consistency – Are we helping prospects take small, easy steps that lead to deeper engagement and longer-term relationships?
5. Liking – Is the brand likeable and human? Do we show personality, purpose, and values that people connect with?
6. Scarcity – Do we (where appropriate) create urgency, or reinforce the unique opportunity our solutions present?
7. Unity – Are we fostering a sense of belonging—shared identity, shared values, shared goals?

In our experience, even strong campaigns often have room to better highlight one or two of these areas. And sometimes it just takes a few small tweaks, such as surfacing more evidence, reworking a headline to feel more personal, or highlighting community stories.

This isn’t a formal audit or critique, but rather a strategic lens we like to bring into play from time to time to keep our messaging sharp and emotionally intelligent.

If it’s of interest, we’d be happy to share a quick worksheet or example framework you could use internally, or we could explore this as part of a future content or campaign planning session.