The 6 principles of influence Cialdini covers (reciprocity, liking, social proof, scarcity, authority, and commitment and consistency) can be used almost everywhere. They’re ‘big chunk’ principles of persuasion that universally apply.
If you haven’t read Robert Cialdini’s book Influence yet, pick up a copy today and jump in head first. It’s considered the bible on influence. No other book out there is mentioned by so many people in marketing, business, sales, etc.
If you want to dive into the principles before picking up the book, check out what my friend Brian Ahern has written here. Brian’s a certified Cialdini Method trainer and has dozens (hundreds?) of stories involving Cialdini’s principles.