6 Weapons of Influence and How To Use Them In Your Business.
Bjorn Andersen
Scaling Businesses with Smarter Marketing and Creative Branding. Results-Driven. Boldly Different. Digital Marketing Agency @ lionbearmedia.com
If you haven't already read the book Influence: The Psychology of Persuasion by Robert Cialdini, then go get yourself a copy right away :)
More than three decades after the book’s publication, its six principles have been adapted to Internet marketing, too, especially when it comes to increasing conversions.
This makes sense: Conversions are all about persuasions. When a user casually visits your website, you want to turn them into a shopper, and then a buyer.
Below are six “weapons of influence”, as Cialdini calls them, to equip yourself when growing your business and increasing your marketing conversions.
1. Reciprocity
Give a little something to get a little something in return.
Cialdini’s first principle of persuasion states that human beings are wired to return favors and pay back debts—to treat others as they’ve treated us.
The idea of reciprocity says that people, by nature, feel obliged to provide discounts or concessions to others if they’ve received favors from those same people.
2. Commitment
People want their beliefs to be consistent with their values.
The principle of commitment declares that humans have a deep need to be seen as consistent. As such, once we’ve publicly committed to something or someone, we’re much more likely to go through and deliver on that commitment (hence, consistency).
3. Social Proof
There’s nothing like feeling validated based on what others are doing.
Cialdini defined social proof as people doing what they observe other people doing. It’s safety in numbers.
For instance, if our coworkers work late, we’re likelier to do the same. If a particular eatery is always full of people, we’re likelier to give that establishment a try.
We’re even more influenced by this principle if:
- We’re unsure of ourselves.
- The people we observe seem similar to us.
4. Authority
You will obey me!
Ever wonder why we a tendency to obey authority figures, even if they’re objectionable and ask others to commit objectionable acts? It’s human nature!
Accessories, such as job titles (e.g. Dr.) and uniforms, infuse an air of authority, making the average person more likely to accept what that person says. You can see this in commercials that, for example, use doctors to front their ad campaigns.
5. Liking
The more you like someone, the more you’ll be persuaded by them.
What does it matter if you like someone? According to Cialdini, it affects the chances of you being influenced by that individual.
Liking is based on sharing something similar or a more superficial interest, like physical attractiveness.
6. Scarcity
When you believe something is in short supply…You want it more!
Scarcity is the perception that products are more attractive when their availability is limited.
We’re likelier to purchase something if we’re informed that it’s the “last one” or that a “special deal” will soon expire. In short, we hate to miss out, and that fear is a powerful motivator to encourage us to act quickly.
These 6 Principles of Influence have been used for decades by businesses and marketers to get you, the consumer, to part with your hard-earned money. 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.
Have you read the book? What are your thoughts on the 6 Weapons of Influence? Share below in the comments.