I recently read a book recommended to me. It is called "Influence - The Psychology of Persuasion" by Robert Cialdini. I would highly recommend that you
read it too, because it is very valuable for anyone in marketing.
In the book, Dr. Cialdini outlines the 6 principles of persuasion that are used by "compliance professionals" to get others to do what they wish.
As a marketer, we qualify as compliance professionals because we are always trying to get our prospects to take action based on our advice and recommendations.
The 6 principles (weapons) of persuasion
are:
1. Reciprocity
2. Scarcity
3. Authority
4. Consistency
5. Liking
6. Consensus
Over the
next couple of emails, I will explain the basic idea of how to use each of these to improve the conversions on your offers.
1. Reciprocity
If you do a favor for someone, they will want to do something in return. This is basic human nature.
As a marketer, we can use this by always being the first ones to reach out and offer help. If you publish a blog, or share content on YouTube, you are helping others without asking for anything in
return. By doing so, you are doing your viewers a favor, which makes them more likely to pay attention when you offer a product for sale. They want to help you out too.
2. Scarcity
If something is scarce, then it is more valuable.
This is a major principle used in marketing. Think about all the limited time offers or promotions with deadlines. My making your product more scarce or harder to get, you increase the value of it in people's
minds.
3. Authority
If information or advice is coming from someone who is in a position of authority, then it demands more
attention.
You want to be seen as an authority on a subject by your audience. If they see you as skilled in a particular area, then they are more likely to follow your advice. By sharing you knowledge and constantly working to become better, you become an authority they can trust.
In the next email on Monday, I will share the basics of the last 3 principles of influence from the book.
Obviously, there is a lot more detail on exactly how you can
implement these in your marketing inside the book. The important thing is to understand them and try to work in as many of these as possible into your promotions, campaigns, and emails to increase your conversions.
