Assessments are a great way to leverage the proven science of persuasion in order to get your message across and attract new customers.

In his widely acclaimed book, Influence: The Psychology of Persuasion, Dr. Robert Cialdini describes seven principles of persuasion that marketers in the world overuse in their efforts to sell products and influence decisions.

Here’s how you can use an assessment to leverage the science of persuasion to attract new clients:


When people are given something, they feel the need to reciprocate. This is a deep-seated psychological norm engrained in who we are as humans. When you offer an assessment, not only are you asking questions and collecting the responses, you are also providing feedback to the respondent in the form of a personalized analysis of their results. Assessment Generator offers three ways to provide automatic feedback from an assessment:

  • In a Simple assessment (providing a single score), you can define any number of score bands and provide different feedback depending on how the respondent scored.
  • In a Type-Based assessment (providing a separate score in each of several types or categories that you define) you can define content to provide depending on which type the respondent scored highest (or lowest) in. Here are some examples of how you might use this type of scoring:
    • Identifying a dominant personality type
    • Showing which aspect of life a respondent could use help with
  • Another way to use a Type-Based assessment is to define score bands for each type. Then you can provide specific, score-based feedback for every type you’ve defined in your assessment.

This analysis represents something of value that you’ve given to the respondent for free. When you next reach out to them, start out by reminding them about the analysis they received from their assessment. This leverages the Commitment norm (see below) since they’re no longer a cold contact — you’ve had a previous interaction. It also leverages the Reciprocity norm — you’ve given something for free, and they will want to reciprocate by engaging with you further.


People like to be consistent and to be seen as consistent. Once someone has completed your assessment, they’ve made an investment in you and will be more likely to engage with you in the future. This combined with the reciprocity norm is strong motivation to further engage with your brand.

By itself, just completing the assessment leads to a level of commitment. You can also take it a step further and offer a one-on-one introductory session after completing your assessment. Provide a link to your schedule and allow your respondent to sign up for a time slot with you. Once they’ve made the commitment to meet with you, you’ll have the opportunity to talk with them one-on-one.

Authority and Social Proof

When you’re designing your assessment, be sure to leverage the authority you have in your subject area. If you have an advanced degree, mention that. People are more likely to engage with someone they see as a credentialed professional. If your authority stems from experience rather than education, you can use that just as effectively.

Providing a convincing argument that your assessment and the feedback you’re providing was designed based on expertise gained through formal education or life-long experience will give respondents an extra incentive to take the time to complete your assessment, evaluate the feedback it provides, and engage further with you.

Combine authority with social proof by mentioning the number of people you’ve helped and how they’ve achieved their goals as a result of your expertise.

Assessments are a great way to leverage the proven science of persuasion to help generate more leads, more qualified contacts, and ultimately more satisfied customers.

Take the first step today by signing up for a free Assessment Generator account:

Witt Sparks
Witt Sparks

Witt loves making complex technology accessible to everyone, and that manifests itself in the continuing evolution of Assessment Generator. Building on a successful career in software development, Witt brings his sharp focus and engineering acumen to making Assessment Generator a user-friendly and reliable tool for creating and delivering custom assessments.