The SIX Key Principles of Persuasion

The Master of Persuasion

Robert Cialdini is the master of persuasion. Cialdini is a lecturer and prior visiting professor in Psychology, Marketing, and Business at numerous US colleges, including Stanford.

He Literally Wrote the Book About It

In 1984, Cialdini wrote the book "Influence: The Psychology of Persuasion". Cialdini wrote this book after observing real-life situations of persuasion at telemarketing firms, fund-raising organizations, and used car-dealerships. He came up with six key principles of persuasion, that you can use in your marketing from right now.

The 6 Key Principles

1. Reciprocity

You have to give something to get something. If you give something someone, maybe they will feel indebted to you. Maybe they'll like you more. In today's marketing, much of the clickfunnels that you see are based on reciprocity.

People sign up to your marketing mailing list in exchange for some sort of freebie. The key is getting the balance between the worth of the freebie in exchange for high level tickets such as peoples email addresses. It has to be worth it for your target market to give it up. You reciprocate it by giving them the freebie.

2. Commitment and Consistency

If someone is presented with something that matches their self-image, they're likely to convert. You can see why your target market is so important now, right?

Similarly, people who make commitments tend to follow through on those commitments. Through consistency, they've decided and committed that a certain action adheres to their self image.

3. Social Proof

The basic idea is that people do what they see other people around them doing. It's one of the reason that glowing reviews are so important. If people see that other people have used your services or purchased from you, and were happy with you, they will go ahead with the sale because they've got social proof of the value to back up their decision.

4. Authority

The majority of people will follow an authority figure that they look up to. If someone in authority commands them to do something, or praises your business for something, people will follow.

In the social media age, this is one of the reason that influencer marketing is so powerful.

5. Liking

If people like you, they're more likely to buy from you. That's because of your relationship with your customers/potential customers/neighbours cats is a positive one.

I like GiffGaff because they do the job they've promised to do, and I like their company structure. So I'm going to stick with them.

6. Scarcity

If people think somethings soon going to be gone, they'll be more likely to go for it as they know there's a time limit.

This is done with free online resources all the time. In order to get more people to sign up to a webinar, the host will state that it's only available until X date. Or, a discount is only available to use until X time to encourage people to use it faster.

What you need to remember...

Be flexible, marketing is about finding out what works. That means experimenting, and experimenting often isn’t successful. Don’t be disheartened. Even if an attempt is not successful, that’s valuable knowledge going forward.

Really understand your customers and don’t be afraid of being niche. Understanding what makes them tick is the best way to attract your market. If they’re your ideal target market, they will want to buy from you.

If you need help, get help. The internet provides a wealth of resources. If you’d like to work directly with me, I offer customisable marketing packages here:

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Kendal, Cumbria LA9 4HE

© Copyright Grace Scott, meaningfulmarketing, 2019