In Robert Cialdini’s book Influence: The Psychology of Persuasion he discusses the six universal principles that are used to persuade (or manipulate, depending on how politically correct you want to be) people to buy your product or service even if they had no interest whatsoever.
The six principles, in general, are really interesting to study if you want to be able to influence anyone in your life. But in the marketing industry, the psychology behind the hows and whys of people being influenced is the most crucial component to selling your product or service.
Let’s take a look at the six principles and apply them to digital marketing.
The concept of people wanting to say yes to those who have given them something initially. For example, a candy shop that gives a piece of chocolate to a person that walks into the store leads 42% more people to buy something there. The psychology behind this also shows that one may be willing to repay a debt at a greater value than the initial gift.
The concept of someone wanting to buy from YOU. Meaning, someone ends up purchasing your item or service because of your presentation and charisma.
What causes liking? Similarity, compliments, familiarity with someone, and physical attractiveness all have an effect on the degree of our liking toward a person.
This is the idea of making someone believe that they will miss out if they do not act immediately. It is capitalizing on the concept of FOMO - Fear Of Missing Out. Using this idea to your advantage can generate many more sales.
The exact definition of authority means the power to influence or command thought, opinion, or behavior. We mindlessly obey authority sometimes. It is a powerful tool in the art of persuasion.
As we see in the following case study:
A middle-aged man was directed to violate the law by crossing the street at a red light. Pedestrians were more likely to follow a stranger dressed in a business suit, than someone in casual attire.
The concept of having someone publicly state their opinion/approach to a topic and in the future, they will make a decision that aligns with that belief. After making a choice, people feel pressure to appear consistent with what they have already committed to. Once customers can be nudged into making seemingly inconsequential decisions you can have them saying yes to more sizable decisions based on their desire to be consistent in their standing.
This concept applies the knowledge that individuals assume that people around them know better and can guide them to a higher quality decision. It is a way of getting people to jump on your bandwagon.
The six principles of influence are the fundamentals of learning the art of persuasion. Applying these principles to your digital marketing campaigns can help you create the most effective ads.
No more editing campaigns and crossing your fingers hoping that they will generate higher quality conversions.
Best of luck 😄
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