Robert Cialdini is an expert on persuasion and is often quoted by marketers (especially with copywriting).
But, I believe he wrote his books, Influence and Pre-Suasion, as a warning of how marketers can get to us.
They seem to have picked them up as “how to” manuals.
Whatever the origins, if you’re trying to sell anything then you need to understand how to persuade people. And to use these techniques in your messaging.
This short interview on Marketing Speak is a good intro to Cialdini’s work.
Please only use it for good. 😄
Be aware of and use the 6 principles of persuasion:
- Reciprocity – it’s hard not to reciprocate, even if we don’t want to.
- Scarcity – makes us want it more and to act now
- Authority – we listen to people who we perceive to have higher status
- Consistency – we stay consistent with our current belief and past actions. It’s hard to break out of existing patterns
- Liking – we do business with people we like. Even if they’re not the best people. On the flip, we don’t do business with people we don’t like, even if they are the best.
- Consensus or Social Proof – we’ll follow what others have done. Especially if they’re comparable to us.
- People are more open to new things and to make changes at the beginning of the month compared to the end of the month. Same also applies to the beginning and end of a week. Plan product launches in line with that.
- When you don’t have social proof for your product, show industry numbers. But not static numbers – show the trend of how things are changing. It’s an effective proxy to having testimonials.