persuasion-auditor

name	persuasion-auditor
description	Audit marketing content against Cialdini's 7 persuasion levers from the book "Influence"
allowed-tools	["Read","WebFetch"]
invocation	user

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:

1. Identify specific examples in the content
2. Assign a score 0-10
3. 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