az9713 Persuasion Auditor
Use this skill to score any marketing content against Robert Cialdini's 7 levers of persuasion. Identifies which levers are present, missing, or underutilized.
When to Use
- Auditing landing pages before launch
- Reviewing onboarding flows
- Evaluating competitor marketing
- Improving conversion rates on existing copy
The 7 Levers
1. Authority
Definition: People follow perceived experts Signals to Look For:
- Expert endorsements
- Credentials and certifications
- "As seen in..." press logos
- Founder credentials
- Industry awards
Score 0-10: 0 = No authority signals, 10 = Multiple strong authority indicators
2. Social Proof
Definition: People follow the crowd Signals to Look For:
- User/customer counts
- Star ratings and reviews
- Testimonials with names/photos
- Case studies
- Logo walls of customers
Score 0-10: 0 = No social proof, 10 = Overwhelming evidence of adoption
3. Commitment & Consistency
Definition: People honor commitments they've made Signals to Look For:
- Progressive disclosure in onboarding
- Small asks before big asks
- Free trials that require setup
- Personalization steps
- "You've already completed X..."
Score 0-10: 0 = No commitment mechanics, 10 = Strong sunk cost / commitment ladder
4. Liking
Definition: People buy from those they like or identify with Signals to Look For:
- Relatable brand voice
- Founder story
- Values alignment
- Visual design matching audience
- Cultural references audience understands
Score 0-10: 0 = Generic/unlikeable brand, 10 = Strong identity match
5. Reciprocity
Definition: People return favors Signals to Look For:
- Free value before asking (calculators, audits, templates)
- Generous free tier
- Educational content
- Helpful onboarding
- Gifts or bonuses
Score 0-10: 0 = Asks before giving, 10 = Generous value-first approach
6. Scarcity
Definition: People want what's rare Signals to Look For:
- Limited time offers
- Limited seats/spots
- Exclusive access
- Countdown timers
- "Only X left..."
Score 0-10: 0 = No urgency/scarcity, 10 = Genuine, believable scarcity
7. Unity
Definition: People join tribes Signals to Look For:
- Community membership
- "Us vs them" positioning
- Shared identity language
- Exclusive groups
- Movement language ("Join the revolution")
Score 0-10: 0 = No community/tribe aspect, 10 = Strong tribal identity
Audit Process
Step 1: Collect the Content
Read or fetch the marketing content (landing page, email, README, etc.)
Step 2: Score Each Lever
For each of the 7 levers:
- Identify specific examples in the content
- Assign a score 0-10
- Note what's working and what's missing
Step 3: Calculate Overall Score
- Sum all 7 lever scores (max 70)
- Convert to percentage (score/70 * 100)
Step 4: Prioritize Improvements
Identify the lowest-scoring levers with highest potential impact
Output Format
## Persuasion Audit Report
### Content Analyzed
[Description of content audited]
### Lever Scores
| Lever | Score | Evidence | Improvement Opportunity |
|-------|-------|----------|------------------------|
| Authority | X/10 | [What was found] | [What's missing] |
| Social Proof | X/10 | [What was found] | [What's missing] |
| Commitment | X/10 | [What was found] | [What's missing] |
| Liking | X/10 | [What was found] | [What's missing] |
| Reciprocity | X/10 | [What was found] | [What's missing] |
| Scarcity | X/10 | [What was found] | [What's missing] |
| Unity | X/10 | [What was found] | [What's missing] |
### Overall Score: XX/70 (XX%)
### Top 3 Priority Improvements
1. **[Lever Name]**: [Specific recommendation]
2. **[Lever Name]**: [Specific recommendation]
3. **[Lever Name]**: [Specific recommendation]
### Quick Wins
- [Easy improvements that can be made immediately]
### Strategic Improvements
- [Bigger changes that require more effort]
Scoring Guidelines
What Makes a 10/10
- Authority: Multiple expert endorsements, press logos, certifications, founder credentials prominently displayed
- Social Proof: Specific numbers, named testimonials with photos, case studies, logo wall
- Commitment: Multi-step onboarding that invests user before asking for payment
- Liking: Strong brand personality that mirrors target audience exactly
- Reciprocity: Generous free tier, free tools, educational content library
- Scarcity: Genuine limited availability with countdown and specific numbers
- Unity: Strong community, clear enemy, movement language throughout
Red Flags (Auto-Deduct Points)
- Fake testimonials (obvious stock photos)
- Unbelievable scarcity ("Only 3 spots left!" for a SaaS)
- Authority claims without proof
- Asking for payment before any value delivered