Robert Cialdini’s Principles – Liking Explained

Robert Cialdini’s Principles – Liking Explained

People want to buy from people who they like. Period.

Before making a purchase, most people like to do some research. Let’s say they have already come across your website and liked your product or service descriptions, your overall website look, they’ve located a way to contact you if they need to, but that’s it.

They haven’t found a personality, they’ve only stumbled across a website.

Now, I’m not saying that you should stick a picture of your face on every page you’ve got, but you still need to show potential customers that there’s a personality behind the business. Perhaps even someone they’d like!

Why do companies use celebrities to endorse their product on TV?

Because they’re relatable. Remember last month’s post? Social Proof? Liking and social proof are very closely related.

Celebrities share personal stuff openly and therefore create relatable characters. And if the celebrity is the one you happen to like? Bingo! You are already more likely to buy the product.

Remember Jennifer Aniston in the hair product commercial? She has been an incredibly loved celebrity, plus, very felt for when Brad Pitt left her. She has also always been known to have amazing hair. When she starred in Friends, that’s what everyone talked about – her hair and the clothes she wore.

It’s obvious that she wasn’t using the product herself, but if you put someone likable with great hair into a hair product advert – you already won!


None of us, you nor me, run a huge business or brand, so how exactly do we get Jennifer Aniston to work for us?

We obviously don’t.

You can, however, get people to like your brand and therefore make you relatable and friendly.

Rule number one for any website?

About Us/About Me page

Depending how big your team is – I run my business by myself, so I think I’d be lying if I had put About Us there. There’s no us. Be genuine.

A lot of professionals out there say that you should write About Me page in third person – if you are the sole owner and do everything yourself, I think that’s the same as lying to your customers.

You build this business from scratch, so be proud of it! Don’t hide behind he/she. It can still be written in a tasteful way that puts the customer on a pedestal. It doesn’t need to sound like you’re bragging.

Share personal experience on your About Me page:

  • Struggles while studying
  • Money issues that motivated you
  • Relevant childhood experiences that made you who you are now
  • Any relevant experience that made you create the product or service you now offer

I’ve drafted an About Me page for a business written in first person – have a look and decide for yourself if you like it, or prefer third person.

Have a Blog!

Blog about how you tackle your work!

wooden cubes making up a word blog

Share helpful tips and guides that people can easily follow! Make sure they’re relevant to your business; if you own a garden centre, blog about How not to kill your houseplants or How to plant spring bulbs.

Develop your own tone of voice, whatever it is – the best way is to write naturally as it comes out. That’s how you’ll always be you – it’s your voice.

If writing a blog is not your thing or writing doesn’t come to you naturally, consider hiring someone to help you.

You don’t have to blog every day! Once a week, once every two weeks, or even once a month is great! You just need to stick to it. If you decide to blog just once or twice a month, I’d consider getting someone like a copywriter to help you with the content.

Two blog posts a month won’t break your bank and you will have peace. You go through enough stress to run your business – writing blog posts is hardly something you signed up for when you launched into self-employment.

If you think this could be a good way to go, or if you are willing to try this, head over to the Contact Me section and give me a shout. We can definitely find a way to set up a blog on your website without breaking your bank and without taking too much time from you and your business.


happy girl with sunglasses making a grimace

People want to know you, what’s your story and why should they buy from you. Depending on the type of product or service you offer, get on a social media platform.


  • Twitter for frequent sharing of short content – for example, if you are an online magazine, Twitter is a must!
  • Instagram and Pinterest if you can deliver visual content with your product/service
  • TikTok and YouTube for video content – how to tutorials
  • LinkedIn – good for any business to create connections
  • Facebook – business page to showcase business hours, share blog posts, updates, special offers, etc.

You don’t have to be on all of them! You’d have to hire a Social Media Manager to create a strategy for every single one of them effectively and not everyone has a budget for this.

First, try to research where your customers hang out. If they are all on Pinterest, there’s no point setting up a Twitter account. It all depends on what you offer, but I strongly suggest getting on Instagram.

instagram logo black and purple

It has over 1 billion active users and half of them use Instagram every single day! That’s more than any other social media platform out there!

Chances are that some of your potential customers are on Instagram!

If you are a brick and mortar shop, I’d also suggest Facebook where you can display anything from opening hours to Message Us button. It can also act as a blogging platform for you, however, I do recommend setting up a website – it looks more professional.

It’s incredibly easy these days and I’m preparing a blog post dedicated to it after this Robert Cialdini’s mini-series is finished.

When you establish your presence on social media, POST! Don’t get annoying, but post. Use Analytics to find out when are your followers most active and engage with them. Respond quickly to comments and messages. Be friendly and don’t use stereotypical messages for everyone! Let your voice come through.

People want to talk to a person, not a robot.

Deal politely with complaints, if there are any, to show that you can deal with challenges.

Just be active and engage with the community! The success will follow.

So, long story short. What does “liking” mean in business?

Show your personality. That’s all. I’m sure it’s worth to see!

If you need any help with blog posts, landing pages, social media content, or anything content related, drop me a message in Contact Me section or DM me on Instagram @wordsbysilvie.

Leave a Reply

Your email address will not be published. Required fields are marked *