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The 6 Principles of Persuasion and Influence

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People don't like making big commitments. The best marketers know if you push for a sale too soon you'll likely to scare off your prospects. A better way is to create a message with micro-commitments a way to make it easier for them to say yes.

Micro-commitments act as a tripwire, scattering a few small nudges in your message allows your potential clients to commit a small portion of their time, energy, resources and money BEFORE leading your prospects toward your larger premium service. for example, Buyers might not want to commit to a year-long subscription but are happier to sign up for a 30-day trial.

In his book Influence: The Psychology of Persuasion Dr. Robert Cialdini discusses how to deal with information overload, and how our brain searches for what Cialdini called “shortcuts” that help convert your leads into customers.

1. Reciprocity

People naturally feel obliged to return favors, provide discounts or concessions to others if they’ve received favors from those same people

This is why people tip higher when restaurants give mints and uber drivers let you charge your phone and why people follow others who follow, comment, and like their posts.

2. Commitment

Once a person has committed to something, they are more likely to follow through with a larger commitment.

You can increase your chances of getting a sale by targeting people who already self-identify or perceive to share the same values as you. Get your audience to commit to something relatively small. Like downloading your lead magnet and making them start to see themselves as your customers.

For example, You can target clients who are considering changing to a healthier diet, you ask your audience to subscribe to your newsletter for daily recipes. You then send an email to your subscribers challenging them to become vegetarian for a week and later, you ask them to purchase your new vegetarian cookbook.

3. Social Proof

Cialdini defined social proof as people doing what they observe other people doing on the premise that there's safety in numbers. For example, we are more likely to eat in a restaurant that is full compared to one that's empty.

You may have seen the social experiment where a group of people are waiting in a room and everyone sits and stands every time they hear a bell. It only takes a few rings for the new person to copy their behaviour. Most of us probably think we wouldn't follow along, but because people don't want to stick out we would be surprised by what we would actually do.

Provesource Social Proof

Include testimonials on your website, social media, or other marketing platforms. Let your clients brag about your services and others will want to know more about you.

4. Authority

Have you ever wondered why we listen to certain people but ignore others? The key lies in how much we perceive a person's authority and how much we trust their knowledge and credibility.

If you want to inspire your customer's trust in your business, you need to either become an authority figure in your field or be at least a few steps ahead of your clients. You may also wish to team up and collaborate with someone who has influence over your target market.

5. Liking

According to Cialdini, People are more likely to be persuaded by someone they like. It can be based on something superficial, like physical appearance, or by having something in common with that person or their values.

One way to do this is to use Strategic storytelling and let your customers see the “human” side of your brand and find commonalities with your target customers.

6. Scarcity

People hate missing out on things, and that fear can be leveraged as a powerful motivator to get your potential customers to take action.

The principle of scarcity states that people are more likely to buy when a product or service's availability is limited.

When people believe something is in short supply, they will want it more, adding a sense of urgency can make your call to action more attractive. Set an expiry date, or limit your product's availability. Give VIP exclusive deals and previews.

When it comes to selling your service, it's common to feel like you need to convince your audience to buy from you but shifting your sales process and focusing on the prospects' micro-commitments that lead them to natural click builds long-term relationships and loyalty.

No one wants to feel forced into a sale. Your copy should help confirm your clients are making the best choice.

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