7 Things We Can Learn From Cialdini’s Principles of Persuasion

By: Indradip Ghosh | Published : 17 January 2022 |

Sometimes, you might have noticed that it’s complicated to say “no” to certain people even if you don’t want to do the favour that they are requesting…Now there is a science behind why it happens. One of the reasons might be that asking you the support is persuasive naturally, or maybe he knows the way to persuade you.

Persuasion is a technique to make people say yes to your request or idea and make them do what you want them to do. It’s one of the most powerful skills to learn and master if you’re going to achieve success in any field of your life .persuasion are used everywhere now a day’s by people ranging from an average salesperson to billion-dollar companies for selling their product and even politicians.

Hey everyone I’m Indradip Ghosh. I am the founder of Conversion Valley Agency. Today I’m talking about Cialdini’s 6 Principles of Persuasion. 

During evolution… The human brain has developed shortcuts for making decisions quickly and saving the energy of the mind. These shortcuts are nothing but triggers. In today’s world, our brain uses these triggers more. As our brain is flooded by information through various sources, we don’t have enough time and energy to analyze all the information that comes to us.

We hugely make decisions on the basis of these triggers and not real facts as we think we do. And it all happens at the subconscious level of the brain, so we are not aware of it. We will discuss eight triggers on this blog, which make us decide and use persuasion.

1.  Scarcity :

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Scarcity is a fundamental principle in marketing, and it’s one of the most important principles in copywriting.

Scarcity creates a sense of urgency in your reader that can make them act quicker than they would otherwise. It’s not something you want to just tack on to the end of your sales pitch; instead, you want to integrate it into your copy so that it becomes part of the conversation.

So what does scarcity have to do with the online world? You might be wondering how it applies when you’re selling digital products, but there are many ways that scarcity can come into play.

Here are 5 examples of scarcity in online marketing:

1) Time-Limited Offers: Many eCommerce businesses offer time-limited offers with discounts or bonuses if you buy within a certain timeframe. For example, “Buy now and get 20% off!”

2) Limited Inventory: This is another common tactic. Some eCommerce businesses will offer products for sale at regular prices, but note that they only have a limited inventory of that product left.

3) Social Proof: This example is less about “scarcity” and more about leveraging social proof to drive sales. Social proof works by showing customers that other people are interested and engaged with the product or business you’re selling — this can be done through reviews, testimonials and more.

4) Limited Availability: In some cases, your business might want to limit the number of people who actually purchase your product or service — this is a viable marketing strategy if your business wants to build brand awareness instead of focusing purely on sales. Examples could include things like event tickets, memberships or other products that can’t be sold in unlimited quantities.

5) Education: Sometimes businesses will use scarcity as a way to educate customers about their products or services. For example, Apple uses this tactic in its iPhone launch videos. The video shows a line of people waiting outside an Apple store for the new smartphone, suggesting that if you don’t buy one soon, you might not get one at all because it’s so popular (and hard to get).

2.  Reciprocity:

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One of the most important factors of online marketing is reciprocity. When your customers feel that they should get something in return for their purchase, the chances are that they’ll return to your site to make another purchase. Reciprocity can be achieved in many ways, but a common example is by offering free shipping on a customer’s first purchase. This is a great way to encourage a customer to buy more items from your site and to keep them coming back for more purchases.

For example, Amazon offers free shipping with orders above $25. Thus customers don’t have any reason not to buy from Amazon because they will get free shipping anyway. This makes it easier for Amazon to achieve repeat business, which is the ultimate goal of any e-commerce business.

Another way you can use reciprocity is by sending out discount coupons or giving away freebies upon purchase of certain items. The coupon will encourage people to make a purchase while the freebie will give them an incentive to come back and buy again in future.

3. Concession:

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You ask someone to do something, they say no. Then, you ask them again and they say yes.

This happens because when they first hear the request, they focus on the full magnitude of what that request requires from them. If it’s too big, they will say no.

Concession marketing is a strategy that uses multiple smaller requests to persuade someone to make a larger commitment. It’s often used in combination with the marketing in a sales funnel (a sequence of steps that leads prospects toward becoming customers).

For example, an online eCommerce store might use concession marketing tactics to get visitors to enter their email addresses, which it can later use to send them sales-related messages. Concession marketing is most effective when it comes to the end of your sales funnel.

If you ask someone to make a large commitment first (for example, by buying a $500 vacuum cleaner) and then immediately follow up with several smaller requests, you’ll probably get better results than if you’d asked for all those small commitments first.

Concession marketing works best when it appears personalized—that is, when the frequency and timing of your requests are tailored to each individual prospect’s needs.

For example, you might use concession marketing tactics by sending an email that asks people to buy accessories for their new vacuum cleaner on the same day they order the cleaner. That way, if someone doesn’t have much money available for accessories but does have enough for the vacuum cleaner itself, he or she can still go ahead and order both. 

If you’re using concession marketing tactics yourself, keep in mind that it can be irritating and even spook potential buyers if they feel like they’re being asked to make too many commitments at once. Sending customers a bunch of follow-up requests in quick succession might seem like pressure, so give them time to respond before hitting them with more requests.

4. Commitment and Consistency : 

Commitment and consistency can be used in Internet marketing to help you increase your conversion rate.

In order to do this, you need to ensure that your prospects are fully committed to your product or service before they even sign up as a customer. There are various steps that you can take in order to achieve this:

1. Offer an attractive incentive for prospects to sign up for your mailing list. By doing this, you will be forming a commitment on their part because they have made a commitment – the commitment, in this case, is allowing you to provide them with regular information about relevant products or services in the future.

2. Provide regular informative content to those on your mailing list so they will continue to see your website as an authority in your industry. This is an effective way of keeping them engaged with your brand; it also helps promote the image of commitment as you are consistently providing relevant information over time.

3. Tell potential customers about the benefits of using your products or services and how they will improve their business, health or lifestyle if they purchase what you are offering. The key here is making sure that these benefits are things that they truly want and will make a difference in their life when purchasing from you.

4. Invite them to visit your website again and again and encourage them to tell others about what you have to offer.

 

5. Social Proof : 

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Social proof (or social influence) is a concept where people are influenced by other people’s opinions, actions or behaviours in making decisions.

Social proof is particularly important in marketing because you want to convince your customers that they are not only buying a good or service but that they are also part of the larger community of satisfied users.

Telling your customers how many other people are using your product is a great way to build social proof. Here are some things you can do to build social proof into your marketing:

● Include quotes from satisfied customers on your website and other marketing materials.

● Use testimonials in advertising.

● Run contests for free products and give winners free advertising for you and your brand.

● Offer coupons or discounts for sharing information about you with friends.

Social proof can be a powerful marketing tool if used properly. Make sure you include it in all parts of your marketing campaign so that it becomes an essential part of your brand identity.

6. Liking Priciple : 

We are more likely to be persuaded by people we like and those we want to be like. The more you like someone the more inclined you are to say yes to them. This is the principle of liking.

The best way to make someone “like” you brand is by being likeable.

Here are some tips:

1) Be transparent about pricing and policies. This will help customers feel comfortable with your business and have confidence in your ability to deliver high quality products or services.

2) Be responsive to messages and comments. It’s very easy for customers to connect with businesses through social networks like Facebook, Twitter, and Google+. Respond quickly to questions, comments, or suggestions as this can lead to better customer service and create an emotional connection with your brand that will increase loyalty.

3) Get positive feedback from third parties. Getting positive reviews from industry experts or popular bloggers can give customers a sense of legitimacy about your product or service. If a respected third party likes you, it makes it more likely for other people to like you as well.

4) Use visual content on social media sites such as Facebook and Instagram. Visual content is easier for customers to digest than text-only posts, so use graphics whenever possible to convey key points about your brand or product line. Don’t just use images for promotional purposes — ask for customer feedback using images of how they would answer a question.”

7. Reasoning : 

When asking someone to do us a favor, we will be more successful if we provide a reason with the request. For example: you want people subcribe your newsletter, nowadays no wants to subcribe bullshit spammy newsletters. You need to give them a reason why should they subcribe a your newsletter. CXL done a great job here

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CXL is asking you to subscribe to their newsletter, but they don’t want you to subscribe for them, but you. So you learn about their growth experiments. Now you have a clear reason why should give them your email id. 

That’s how you can use reasoning in your online business. Don’t just ask them to subscribe to the newsletter, provide your visitors with a value. This is the most important thing. 

Conclusion

These Principles of Influence have been used for decades by businesses and marketers to manipulate you. Do not use it for the wrong purpose. . Since the explosion of eCommerce, Cialdini’s six principles have been adopted there, too.

Pay close attention to these principles. Learn what they’re about and how to apply them to your website. Don’t be afraid to give your potential customers a free sample or two, and definitely tell them if your products won’t be available for much longer or at certain prices. but do not do fake countdown type activities. 

Used properly, you’ll enjoy a boost in your sales. Learn now—before it’s too late for your business!

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By Indradip Ghosh

I'm the Founder of Conversion Valley Agency. ... I'm a serial entrepreneur and a conversion optimization Expert. I'm passionate about driving change and growth through digital optimization.

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