6 Marketing Strategies of Persuasion
The Small Business Administration tells us that 80% of all small businesses will not make it more than two years, and in 5 years, 90% will have gone out of business. If we believe this to be true, we have to ask ourselves what makes a business a success or failure if not for sales. All businesses are selling something, whether it is a product or service. So what can we do to persuade people to buy from us?
Robert Cialdini, in his book Influence, The Psychology of Persuasion, specified Six Approaches or Strategies for Persuasion that we can apply to our business.
6 Marketing Strategies of Persuasion
1. Reciprocity
The principle of reciprocity is when somebody gives us something; we also try to give them something back to repay them. This creates a feeling that we owe something, that we have the obligation. We do not like to owe people and would always try to return the favor.
In Marketing or Sales, because of this principle of people returning a favor. The marketing tactic of “free samples” demonstrates the reciprocity rule because of the sense of duty that this principle creates. This sense of obligation comes from the desire to repay the marketer for the gift of a “free sample.”
2. Commitment and Consistency
The principle of consistency says that if we commit to something, orally or in writing, we are more likely to honor that commitment, primarily written as in contracts. When something is written, psychologically, they are concrete, factual and can create hard evidence of the commitment. Commitment is an effective persuasive technique. Once we get someone to commit, they will act based on the terms of the commitment, engage in self-persuasion, and provide themselves and others with the justifications and rationale to honor the said commitment.
If we commit, orally or in writing, to an idea or goal, we are more likely to honor that commitment because we are creating that idea or goal as congruent with our self-image. So even if the original incentive or motivation is changed after we have already agreed, we will continue to honor the agreement.
Consistency is a crucial facet of persuasion because it:
- is extremely valued by society,
- leads to a valuable approach to everyday life, and
- offers a faster way through the complex nature of modern-day existence
Consistency enables us to be more efficient in our decision making and process information.
3. Social Proof
We will do things that we see other people are doing. Others influence us around us; we want to do what everyone else is doing. We typically base our actions and beliefs on what others are doing, how others act, and what others think and believe.
“The power of the crowd” is very powerful. We all want to know what others are doing around us. We are obsessed with what others do and how others act, that we then try to be just like other people.
We respond positively and tend to follow people who are similar to us, and we make the same decision and choices they make. We comply with, alter, adapt around individuals that are comparable to us.
4. Authority
This principle of persuasion says that we believe if an expert or professional claims something and hold that as true. We tend to obey authority figures, even if we are asked to carry out objectionable acts.
We listen and heed those who are knowledgeable and credible, so if we can be those two things, then we are already on our way to getting people to believe and listen to us.
5. Liking
This principle is simple. We say yes to people we like. We are easily persuaded by other people that we like. The two variables that contribute to overall likeness are first, physical attractiveness. Physically attractive people, beautiful people, with good looks seem more persuasive. They get what they want, and they can easily alter others’ attitudes. This attractiveness sends positive impressions of other qualities that a person may possess, such as skills, knowledge, and attitudes. The second variable is similarity. We are easily persuaded by people we see as similar to ourselves.
6. Scarcity
The principle of scarcity says that when something has limited availability, we give it more value. We all want things that are unattainable. If we see something that is readily available, we do not want it as much as something rare.
According to Cialdini, “people want more of what they cannot have.” When scarcity is an issue, the context matters, this means that within specific contexts, scarcity “works” better. To get people to believe that something is scarcer, marketers say what about that particular product provides what no other product does. Marketers get us to believe something is limited by telling us what we will lose, not what we will gain—using statements like, “You will lose $5,” rather than, “Save $5.”
The two primary reasons why the scarcity principle works:
- We assign more value when things are more difficult to get. We believe that they have a better quality when they are limited.
- When things are in short supply, we could lose the chance to obtain them.
When this happens, we give more value to the scarce item or service more value simply because it is harder to come by.
The perceived scarcity will create demand. For instance, saying offers are available for a “limited time only” encourages sales.
In Summary
Understanding the Six Principles of Persuasion is crucial to our business success. Once we know the psychology of how to influence people to buy, we can apply it to our businesses to increase sales. People buy from us because we have persuaded them to do so.
Source
Cialdini, Robert. (2009) Influence The Psychology of Persuasion. Harper Collins e-books
https://en.wikipedia.org/wiki/Persuasion
Unquestionably imagine that that you stated. Your favourite reason seemed to be on the internet the simplest thing to have in mind of. I say to you, I certainly get annoyed while other folks consider concerns that they just do not recognise about. You controlled to hit the nail upon the top and also outlined out the whole thing without having side effect , other folks could take a signal. Will probably be back to get more. Thanks
hi!,I really like your writing very
a lot! proportion we keep up a correspondence extra approximately your
article
on AOL? I need an expert in this space to solve my problem.
May be that is you!
Taking a look forward to
look you.
hi!,I really like your writing very
much! proportion we be in contact more approximately your post
on AOL? I require a specialist in this area to
unravel my problem. May be that’s you!
Looking ahead to
look you.
Would you be interested in exchanging links?
There is noticeably a bundle to know about this. I assume you made certain nice points in features also.
Everything is very open with a precise description of the issues.
It was truly informative.
Your website is extremely helpful.
Thanks for sharing!
Oh my goodness! an amazing article dude. Thank you However I am experiencing issue with ur rss . Don?t know why Unable to subscribe to it. Is there anyone getting identical rss problem? Anyone who knows kindly respond. Thnkx
There are some interesting points in time in this article but I don?t know if I see all of them center to heart. There is some validity but I will take hold opinion until I look into it further. Good article , thanks and we want more! Added to FeedBurner as well
This post will assist the internet visitors for building up new web site or even a
blog from start to end.
I discovered your blog site on google and check a few of your early posts. Continue to keep up the very good operate. I just additional up your RSS feed to my MSN News Reader. Seeking forward to reading more from you later on!?
Spot on with this write-up, I truly think this website needs much more consideration. I?ll probably be again to read much more, thanks for that info.
I discovered your blog site on google and check a few of your early posts. Continue to keep up the very good operate. I just additional up your RSS feed to my MSN News Reader. Seeking forward to reading more from you later on!?
This is the right blog for anyone who wants to find out about this topic. You realize so much its almost hard to argue with you (not that I actually would want?HaHa). You definitely put a new spin on a topic thats been written about for years. Great stuff, just great!
It?s hard to find knowledgeable people on this topic, but you sound like you know what you?re talking about! Thanks
I like the valuable info you provide in your articles. I will bookmark your weblog and test once more here frequently. I’m relatively certain I’ll learn lots of new stuff proper here! Good luck for the next!
Thanks for sharing excellent informations. Your website is very cool. I’m impressed by the details that you have on this site. It reveals how nicely you perceive this subject. Bookmarked this website page, will come back for extra articles. You, my friend, ROCK! I found just the info I already searched everywhere and simply couldn’t come across. What an ideal site.
Excellent goods from you, man. I have have in mind your stuff prior to and you’re simply too fantastic. I really like what you have received here, really like what you are saying and the way wherein you say it. You’re making it entertaining and you continue to take care of to keep it smart. I can’t wait to read much more from you. This is actually a tremendous website.
Hey there! I’ve been reading your website for a while now and finally got the bravery to go ahead and give you a shout out from New Caney Tx! Just wanted to say keep up the excellent job!|
I am regular visitor, how are you everybody? This post posted at this web site is actually pleasant.|
Just desire to say your article is as amazing. The clearness in your post is simply cool and i can assume you are an expert on this subject. Fine with your permission let me to grab your RSS feed to keep updated with forthcoming post. Thanks a million and please carry on the rewarding work.|
Hello, i think that i saw you visited my web site thus i came to go back the favor?.I’m trying to find things to improve my web site!I assume its good enough to make use of a few of your concepts!!|
Wow, this paragraph is fastidious, my sister is analyzing such things, so I am going to let know her.|
You could definitely see your enthusiasm in the work you write. The arena hopes for more passionate writers such as you who are not afraid to say how they believe. All the time go after your heart.|
Hello, just wanted to tell you, I enjoyed this blog post. It was practical. Keep on posting!|
I think that is one of the such a lot vital information for me. And i am satisfied reading your article. However want to statement on some basic things, The site style is great, the articles is really excellent : D. Excellent task, cheers|
I am really enjoying the theme/design of your blog. Do you ever run into any web browser compatibility issues? A number of my blog visitors have complained about my website not working correctly in Explorer but looks great in Chrome. Do you have any solutions to help fix this issue?|
I really like what you guys are usually up too. Such clever work and exposure! Keep up the superb works guys I’ve included you guys to our blogroll.|
This is one awesome article.Really thank you! Great.
Im obliged for the article post. Much obliged.
I appreciate you sharing this blog.Really thank you! Want more.
Thanks a lot for the post.Really thank you!
Do you have a spam issue on this blog; I also am a blogger, and I was wondering yoursituation; many of us have developed some nice methods and we are looking toswap solutions with other folks, be sure to shoot mean e-mail if interested.
I’m gone to convey my little brother, that he should also pay a quick visit this blog on regular basis to obtain updated from most recent reports.
Hello, this weekend is good in favor of me, as this moment i am reading this wonderful informative paragraph here at my home.