Cialdini has identified 7 key influencers of persuasion, thats based on his 35 years of evidence based research:
This is the “tit for tat” of the influence world.Do something for someone and they’ll do something for you. In our business, we give things away a lot those compelling front-end offers, free gifts, add-ons, shipping, you name it.
We do it in the hopes that customers will engage with our brand more and, in turn, want to take that next (paid) step with us.
2. Commitment and Consistency
We’re naturally inclined to get in-step with ideas that sync with our own self-image.By understanding your Customer, targeting their interests and goals and asking for some sort of action or next step, you’ll gain greater commitment—and people who Commit are likely to be consistent.
3. Social Proof
The simplest form of social proof? Testimonials and case studies. They’re powerful because people want to do, see, buy and invest in what other people do, see, buy and invest in.
Spend time collecting testimonials from satisfied customers and promote them. People trust feedback from strangers as much as their own inner circle—use that to your advantage.
This principle is the simplest people will be more likely to buy from you if they like you. Having an established relationship is incredibly powerful in the consumer landscape.
By using real, relatable and accessible content, tones and visuals in your marketing, you’ll make people feel comfortable and that will make them more likely to like you and want to buy from you.
As a rule, we prefer to say yes to the request of those we like over those we don’t.
The greater the perceived authority of a person, the more likely people are to comply (refer to the Stanley Milgram experiments).
Experts and other authority figures wield tremendous influence with consumer audiences. Position yourself as a successful entrepreneur and authority figure or tap a well-known influencer, or partner to help organically share your brand story.
You’ve likely seen this in lots of promotions and marketing messages. Scarcity is powerful because it hinges on customers’ natural FOMO—fear of missing out.If people think they’re going to miss out on getting something, they’re more likely to take immediate action.
Telling people registrations close TOMORROW or that space is limited will likely stir some action among your audience.
For decades, Dr. Cialdini had six principles. However more recently, though he’s added a seventh. Unity refers to the shared identity that an influencer and consumer are part of.
This could be a that connection. For example a family bond, the bond over creating something together—or a simple persuasive statement.
For example, “I’m an entrepreneur like you” unifies us both under the entrepreneurial umbrella and creates a bond. You need to be able to bond with you customers to sell.
Do this by using lingo that they understand and use. Share stories that they can relate too. Make them feel like they are an important part of your and/or companies success (because they are).
But, whether you grab his book here or not.
The important thing is to keep learning, growing and evolving so you can be the best seller, entrepreneur and influencer you can be.
Do that, and your business will excel.
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