Influence The Psychology of Persuasion

by Income MARKETING Opportunities EZWORKSYSTEMS

There are proven ways to help make you more successful as a marketer Robert Cialdini, Regents’ Professor of Psychology and Marketing, Arizona State University, has spent 30 years studying the key ways people are influenced...

We talked to a renowned expert on the science of influence and pulled excerpts from two of his books to demonstrate ways to make people say “yes” to your messaging_

Six key principles of influence

Reciprocity – People tend to return a favor, thus the pervasiveness of free samples in marketing. In his conferences, he often uses the example of Ethiopiaproviding thousands of dollars in humanitarian aid to Mexico just after the 1985 earthquake, despite Ethiopia suffering from a crippling famine and civil war at the time. Ethiopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethiopia in 1935. The good cop/bad cop strategy is also based on this principle. _Reciprocation recognizes that people feel indebted to those who do something for them or give them a gift. For marketers, Cialdini says: “The implication is you have to go first. Give something: give information, give free samples, give a positive experience to people and they will want to give you something in return.” _Experiment conducted Social scientist Randy Garner published a 2005 experiment that tested whether sticky notes could persuade people to respond to a marketing survey (see hotlinks below). He sent one-third of the surveys with a hand-written sticky note requesting completion, one-third with a blank sticky note, and one-third without a sticky note. Results: - Hand-written note: 69% response rate - Blank sticky note: 43% response rate - No sticky note: 34% response rate “ _The principle of reciprocation] was born out in the fact that not only did those who received the hand-written note have twice as much compliance, the quality of the answers they gave was significantly better,” Cialdini says. o Application for Marketers The reciprocation principle explains why free samples can be so effective. _ People who receive a free, unexpected gift are more likely to listen to a product’s features, donate to a cause, or tip a waitress more money. The gifts do not have to be expensive or even material; information and favors can work.
Commitment and Consistency – If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment because of establishing that idea or goal as being congruent with their self-image. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement. Cialdini notes Chinese brainwashing on American prisoners of war to rewrite their self-image and gain automatic unenforced compliance. See cognitive dissonance. _A similar principle applies to television commercials that say: “If our lines are busy, please call again.” Instead of saying “Operators are standing by.” The first response implies that other people like your offer so much that the phone lines are busy, which may persuade others to act similarly... _When people are uncertain about a course of action, they tend to look to those around them to guide their decisions and actions. They especially want to know what everyone else is doing – especially their peers.
Social Proof – People will do things that they see other people are doing. For example, in one experiment, one or more confederates would look up into the sky; bystanders would then look up into the sky to see what they were seeing. At one point this experiment aborted, as so many people were looking up that they stopped traffic. See conformity, and the Asch conformity experiments. _ Commitment and Consistency People do not like to back out of deals. We’re more likely to do something after we’ve agreed to it verbally or in writing, Cialdini says. People strive for consistency in their commitments. They also prefer to follow pre-existing attitudes, values and actions- _ Application for marketers People want to be both consistent and true to their word. Getting customers or co-workers to publicly commit to something makes them more likely to follow through with an action or a purchase. Ask your team members if they’ll support your next initiative and say why. Getting people to answer ‘yes’ makes them more powerfully committed to an action, Cialdini says. For instance, don’t tell people: “Please call if you have to cancel.” Asking “Will you please call if you have to cancel?” gets customers to say yes, and measurably increases their response rates. _Note: Age matters The older we get, the more we value consistency. And that makes it harder for older people to make a change. _The solution? Praise them for making good past decisions, based on the information they had at the time. Then find ways to stress the consistent values connecting old actions and purchases with values underlying any new actions or purchases.
Authority – People will tend to obey authority figures, even if they are asked to perform objectionable acts... _Application for marketers When people are uncertain, they look outside themselves for information to guide their decisions. Given the incredible influence of authority figures, it would be wise to incorporate testimonials from legitimate, recognized authorities to help persuade prospects to respond or make purchases.
Liking – People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them. Some of the many biases favoring more attractive people are discussed. See physical attractiveness stereotype. _“People prefer to say ‘yes’ to those they know and like,” Cialdini says. People are also more likely to favor those who are physically attractive, similar to themselves, or who give them compliments. Even something as ‘random’ as having the same name as your prospects can increase your chances of making a sale. o Experiment conducted In 2005, _ Randy Garner mailed out surveys to strangers with a request to return them. The request was signed by a person whose name was either similar or dissimilar to the recipient’s. For example, Robert James might receive a survey request from the similarly-named Bob Ames. (See hotlinks below.) According to a study reported in Yes!, _ So , for instance, sales people could improve their chances of making a sale by becoming more knowledgeable about their prospects’ existing preferences. _ “Those who received the survey from someone with a similar-sounding name were nearly twice as likely to fill out and return the packet as those who received the surveys from dissimilar sounding names (56% compared to 30%).”
Scarcity – Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales.

His seminal 1984 book, Influence: The Psychology of Persuasion, was based on three "undercover" years applying for and training at used car dealerships, fund-raising organizations, and telemarketing firms to observe real-life situations of persuasion.

_Application for Marketers The reciprocation principle explains why free samples can be so effective. People who receive a free, unexpected gift are more likely to listen to a product’s features, donate to a cause, or tip a waitress more money. The gifts do not have to be expensive or even material; information and favors can work. _Application for marketers Say the authors: “The tendency to be more sensitive to possible losses than to possible gains is one of the best-supported findings in social science.” Therefore, it may be worthwhile to switch your advertising campaign’s message from your product’s benefits to emphasizing the potential for a wasted opportunity: - “Don’t miss this chance…” - “Here’s what you’ll miss out on…” In any case, if your product or service is genuinely unique, be sure to emphasize its unique qualities to increase the perception of its scarcity