5 Attention Hacks That You Need To Read Right Now Before They’re Gone FOREVER
You’ve seen headlines like that. You’ve probably clicked headlines like that.
And guess what?
That exact trick just worked on you.
Why? Because it taps into the psychology of persuasion.
The type of stuff that Marketers LOVE to use, but rarely understand.
These little tricks are called Cialdini principles and they’re non-negotiable if you want to capture attention and drive action.
In this blast from the past, we were joined by Bas Wouters, CEO of the Cialdini Institute and one of the sharpest minds in behavioral design. He breaks down how to use persuasion principles ethically to win trust, build influence, and drive action.
Here’s what Bas had to say in his own lightly-edited-words:
1️⃣. Meet Your New Favorite Tools.
Bas’ Take: “Doctor Cialdini has seven principles, reciprocity, liking, unity, social proof, authority, consistency, and scarcity.
Recently, there was a study done among 6,700 AB tests, and they defined 21 components or tricks or principles, how you want to call it, that were most effective in boosting conversion.
The top five?
All Cialdini principles.”
If you write copy, run paid, or build landing pages. Study these principles like your job depends on it.
Because it does.
These aren’t just theories. They’re what top brands bake into every flow, page, and funnel.
Most marketers stop at social proof and scarcity.
The best use all seven. And they use them with intent.
Takeaway: Stop guessing what works.
Start using what’s been proven to work…for 40+ years and counting.
Cialdini isn’t old school.
He’s THE school. (BTW, here’s the study that Bas was referencing… it’s a goodie.)
2️⃣. Rewrite Your Social Proof
Bas’ Take:
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“NYX ran a test under their ‘Buy’ button. First, it said nothing. Then they added: ‘71 beauties have viewed this product today.’
That boosted conversions by 33%.
Then they changed just one word:
‘71 beauties have purchased this product today.’
That version boosted transactions by 100%.
Same number. Same format. One different verb. From ‘viewed’ to ‘purchased.’
That’s the power of showing the right behavior.”
Most marketers treat social proof like a box to check: toss in some reviews and call it a day. But great social proof isn’t just volume. IT’S psychology.
It’s specific.
It’s relatable.
And it shows the behavior you actually want people to take.
Takeaway:
Audit your product pages today:
– Swap “viewed” for “purchased”
– Add real-time numbers (i.e“114 customers bought this today”)
– Use audience-first language (like “beauties,” not “users”)
Social proof works best when it’s familiar, specific, and action-oriented.
3️⃣. But How Do I Find That Line?
Bas’ Take: “There are three questions every marketer should ask before deploying persuasion tactics:
- Is it true? Are we being honest?
- Is it natural? Are we presenting this in a way that feels real and not manipulated?
- Is it wise? Will people still trust us tomorrow after saying yes today?
These principles can drive short-term wins and long-term loyalty but ONLY if used with integrity.
If not, expect blowback.”
Scarcity and urgency work. BUT, only when they’re real.
False pressure gets clicks, then kills trust.
People remember how you made them feel, and cheap tactics make them feel tricked.
Takeaway: Before you launch a campaign, pressure test it with this question:
Would I feel good if I were on the receiving end of this?
If the answer’s no. Rewrite it.
You’re not just optimizing for conversions.
You’re setting the tone for the relationship.
4️⃣. You’re Not Giving If You’re Asking First.
Bas’ Take: “Marketers love to talk about reciprocity.
But if someone has to give you their email before they get the value. That’s not a gift, it’s a transaction.
Reciprocity works when people feel like they were given something freely, not when they have to pay with their data.
Most whitepapers, ebooks, and lead magnets today don’t feel generous.
They feel like an exchange.
That’s why they don’t spark action.”
Just because something is free doesn’t mean it FEELS free.
Reciprocity only works when the gift feels real. Not when someone has to trade their email just to see what’s behind the curtain.
Takeaway: If you want reciprocity, give first with zero friction.
Drop value upfront. No gates. No strings.
And if you do ask for something in return, make sure the content feels like
it’s worth way more than the ask.
5️⃣. Scarcity Ain’t Scary.
Bas’ Take: “Scarcity is the most powerful external driver of action. But only when it’s real.
Booking.com shows how many people are viewing and how many rooms are left. And it works because it’s true.
Even if you don’t have limited quantity, you can use loss aversion in your copy.
Instead of saying what someone gains by saying yes, show them what they’ll keep losing by saying no.”
Scarcity works because people fear missing out. Not because you set a fake countdown timer.
Real scarcity drives urgency. Fake scarcity drives people away.
Takeaway: If you want urgency that converts, ground it in TRUTH.
Low inventory? Say it.
Price going up next week? Say it.
But don’t fake demand.
The minute someone senses it’s a bluff, the whole funnel breaks.
IN A MEME
