#28 Persuasion Marketing

Persuasion Marketing Tools: (This is an updated version of my “Cliff Notes” for Dr. Cialdini’s ‘Principles of Persuasion’) - (Making people say “yes”)

Principle #1: Reciprocation People feel indebted to those who do something for them or give them a gift. You must go first. Give something: (information, free samples, a positive experience) & they will want to give you something in return. Reciprocation is feeling the need to give back in return for something Received from another person. What goes around comes around!

Principle #2: Social Proof & Comparison - The power of your peers. - The bandwagon effect. - “Everyone is doing it, why aren’t you?” - pressure to Conform.
People want to know what everyone else is doing – especially their peers. Testimonials are very effective.
Principle #3: Commitment and Consistency - Elicit a string of “yes” responses, followed by the ‘Real Question’ to which you want a “yes” response. People tend to honor their commitments & to follow pre-existing attitudes, values and actions. Get ‘Them’ to say ‘Yes’ early & frequently & expose ‘Them’ to pre-existing attitudes, values & actions.

Principle #4: Liking - The Balance Theory. “I like you...take my money!”
“Because you Like me, you should do as I say: BUY!” People like to do business with people they Like. ‘They’ say ‘Yes’ more easily & frequently to folks ‘They’ know, like & have something in common with & receive a compliment from.

Principle #5: Authority - ‘They’ respect Authority & Posture, such as, Titles, Appearance & Mannerism. It increases ‘Their’ compliance with your requests. The code of credibility, (like the official-looking person wearing a Dr’s. White Coat) reduces ‘Their’ need for research & verification.
Testimonials from authorities also help.

Principle #6: Scarcity - Scarcity increases ‘Perceived Value’ & ‘Desirability’. ‘They’ are more reactive to possible loss than to possible gain. Therefore, possible missed opportunity is very important.
We want what we think we cannot have – (one-day sale, limited offer, while supplies last, first come, first served). Always emphasize any uniqueness to increase the perception of its scarcity.

Wally Wiki-Tips