I wrote an email to you on Tuesday about a book I read that can really change the way you think about getting results from your marketing.. It is called "Influence - The Psychology of Persuasion" by Robert Cialdini.
There are 6 principles of persuasion covered in the book:
1. Reciprocity
2. Scarcity
3. Authority
4. Consistency
5. Liking
6. Consensus
In the last email, I explained the first 3 principles. If you missed the email, click here to read it
Here are the next 3 principles.
4. Consistency
It is human nature that we like to stay consistent with the actions and positions we have taken in the past. Once we start down a particular path, we like to continue with it.
If you can get people to take small steps towards a larger goal or action, then they be more likely to continue after they have begun. How can you break down the process of getting someone to signup for your site or purchase by having them take multiple small steps instead of 1 big one.
5. Liking
If you like someone, then you are more likely to do what they say.
This is part of the foundation of the concept of "know, LIKE, and trust". If you take steps to help people like you, and not just read your emails, then you will get more action. Try sharing some personal information in your emails, so they get to know you as a person, not just a marketing machine.
6. Consensus
This is one of the most powerful principles. People like to take actions when they know that other people like them are also doing the same thing.
This is the power of testimonials and customer recommendations. We like to be part of a group and know that our decision is shared by others. Always make sure that you use recommendations as part of your promotions. The more you can tell people that others have already taken the action that you want them to take, the more people will comply.
I will be writing in more detail about each of these principles in future emails. Make sure that you are using all 6 principles in as many places as possible in your marketing.
Let me know if you want help building your list. I am here for you.
