Yahoo Finance Inventing Anna: 6 lessons you can learn from a fake heiress
If you’ve binged the trending Netflix series Inventing Anna, you’ll know all about Anna Sorokin, the fake German heiress who conned her way into the cheque books of New York’s elite.
Sorokin - or Anna Delvey, as she decided to call herself - swindled wealthy New Yorkers, banks, hotels and other businesses out of around US$200,000.
Sorokin is not the only hustler we’re transfixed by. Another Netflix documentary called the Tinder Swindler tells the tale of Simon Leviev (Shimon Hayut), who pretended to be the son of a diamond trader to scam $10 million from women on Tinder.
Also read: Who is Anna Delvey? The true story of fake socialite portrayed in Netflix’s Inventing Anna
Also read: The Tinder Swindler: 6 tricks Simon used (and how to spot them)
Also read: The 7 signs you nailed your job interview
While the crimes these people commit are undoubtedly despicable, one does wonder if some of their tricks can be harnessed for good. Is there anything useful we can learn from these artists of persuasion?
Behavioural economist at RMIT and expert on con artists, Meg Elkins, points to the work of psychologist Robert Cialdini.
He came up with six principles of persuasion. His research builds off the notion of heuristics, which argues that humans have to make an overwhelming number of decisions each day so we make mental shortcuts to guide our decision-making.
Elkins says these principles of persuasion are often employed by con-artists but they aren’t necessarily nefarious. For example, they can also be used by governments or not-for-profits to change problematic human behaviour.
These persuasion techniques are also commonly found in advertising and marketing, so could come in handy to build your (legitimate!) business or personal brand.
1. Reciprocation
This principle harks back to our innate evolutionary desire to cooperate and give in return after someone gives to us.
In the case of the Tinder Swindler, he wined and dined his victims lavishly so when it came time to ask them for money when he was in “trouble”, many women felt compelled to give back.
For people wanting to put this principle to good use, always consider doing someone a small favour because it’s likely to be reciprocated.
2. Social proof
Elkins says this is a big one for con-artists. “I like to think of it as the Blue Tick influence”.
As social creatures, we often look to the behaviour of others to make up our own minds about something. So, when someone is associated with fame and power, like Sorokin presented herself on Instagram, we’re more likely to believe that construction.
It can also be used to nudge people towards good behaviour, such as reusing towels as was found in this famous study where hotels left notes saying 75 per cent of guests had reused their towels, which led many others to do the same.
3. Commitment and consistency
Elkins says this is about using consistent messaging because commitment and reliability are admired traits.
One way Sorokin employs consistency is in her highly polished attire, Elkins says, which she kept up even during her trial.
This puts a fresh spin on the idea of “dressing for the job you want”.
4. Liking
We tend to say “yes” to people we like. This is something the Tinder Swindler clearly knew well.
This principle is one reason celebrity endorsements are so successful.
5. Authority
This one speaks to our tendency to trust people with expertise in a field.
This is why you’ll often see brands referring to their biggest customers in their marketing material, which is a strategy to keep in mind.
6. Scarcity
This one is a common marketing tactic that leverages our fear of missing out.
It’s no accident Hayut and Sorokin picked son of a diamond mogul and German heiress - these personas aren’t exactly common.
Scarcity can be a highly effective sales tactic: just think of those notifications that say “one seat left” on airline websites.
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