We’ve already unpacked authority (trust) and scarcity (urgency) in this series on psychological triggers. Today, we’re diving into something that might seem soft—but is actually a business superpower:

Liking.

People are more likely to say yes to people and brands they like. Whether you're leading a nonprofit, a business, or a church—likability isn't optional. It's essential.

Think about it:

Would you rather work with someone who’s cold and transactional—or someone who feels human, relatable, and aligned with your values?

In a world full of automation and AI, your personality is your strategic advantage.

Why Liking Works
Psychologists have found that we're naturally drawn to people who:

    Share our values
    Speak our language
    Make us feel seen and understood

Likability creates connection before the pitch. It lays the foundation for loyalty, trust, and long-term action.

4 Ways to Build Likability Into Your Brand
1. Show your humanity.
Tell the story behind what you do and why you do it. Let people in.

2. Use relatable language.
No corporate speak. Just clear, helpful, friendly content.

3. Find common ground.
Name the pain points your audience experiences—and show them you get it.

4. Engage, don’t just broadcast.
Respond to comments. Ask questions. Start conversations, not just campaigns.
Bottom line?
If people like you, they’ll listen.
If they trust you, they’ll act.

Let likability become one of your most effective tools for influence.

Next up in this series: 

Commitment & Consistency—why small yeses lead to big action.