Master the 6 Principles of Influence for Your Brand!

Robert Cialdini’s classic best-selling book – Influence, the Psychology of Persuasion, is a marketer's Bible. All professions can benefit from it, by applying its six principles. These principles rooted in consumer psychology can transform your brand when applied properly and consistently. Let's take a look at each one, and see how you can use them to grow your brand in 2020 and beyond.

1.Reciprocation

The first principle basically states that when you give you get. In other words, doing right by others is a sure way to get others to do the same for you. When a brand gives away free samples, offers incentives, throws in extras, it's doing reciprocation. Customers are more inclined to reciprocate and engage with the brand. However, for it to be true reciprocation it must be a complete surprise to customers. That is they should not be expecting it, or otherwise, it's just a favour. What you give must be of benefit and offer value. 

What can you do to get the reciprocation ball rolling? 

Can you give a free sample? 

A piece of amazing content? (webinar, blog, article, etc)  

A free consultation?

2. Consistency

This principle is very much tied to the human need to stay consistent. Humans by nature, after committing to something want to keep their word. Research shows that when there is social pressure added than it becomes even more powerful. For example, when you set goals and tell others about them, you feel accountable to follow through (social pressure). When it comes to your brand, consistency is about eliciting a strong 'Yes' response that creates interest and desire for what you're offering. Good advertising does this through eliciting a strong yes that consumers feel compelled to follow through (buy, sign up, join, etc).

What can you do to elicit a strong 'yes' response from customers?

How can you create social pressure to get customers to follow through?

A 30-challenge of some sort?

Host a charity event?

Run a social media campaign?

3. Social Proof

Very much tied to human psychology, people need social cues from others on how to think, feel, and act in many situations. We are social creatures after all. Research demonstrates that we are more likely to buy from brands we know and trust, and also from ones that family, friends, and peers are buying from. When branding is done well, social proof naturally follows as your reputation grows. People come to trust you and are more inclined to recommend you to others. Hence the power of testimonials. We are more likely to trust a brand that has reputable and great customer feedback.

How can you increase your brand's social proof?

How can you build and maintain trust? 

How can you get more quality not just quantity of customers?

What can you do just this month to get endorsements?

4. Liking

It's simple yet powerful psychology that people tend to buy and engage more with people they like. This has huge implications for your brand. Are you a likeable person? Be honest and look deeply within. Often you may have a great product or service, but if you don't have the personality to match it, you won't go far. When you think of brands like Tony Robbins, Richard Branson, and Oprah Winfrey they have thousands of raving fans. People like them! Even if you are not at their level, you can still have raving fans by being a likeable person.

How can you increase your liking? (engage more with customers, show your human side)

How can you give back to society? (contribution, charity) 

What about your team? (positive or negative team culture?)

5. Authority

When you are seen as an expert in an area, people come to trust and believe in what you have to offer. With authority comes credibility and expertise, which are highly valued. As a brand, you need to do what you can to show customers that you are an authority in your field. Showcase your credentials, skillsets, affiliations, etc. This isn't t an ego boost, it's simply showing that you have the skills and expertise to benefit customers.

How can you build on your authority? (remember it's never-ending, even if you're well-established)

What new skills and learnings can you undertake?

How can you encourage your team to upskill?

6. Scarcity

People value what is scarce and in limited supply. Hence marketing statements like limited supply, tickets selling fast, only 24 spots left. These create feelings of scarcity and make you feel that time is running out, so you must act now. Acting now is the outcome. As a brand, you should be thinking of ways that make customers feel they will miss out if they don't act now.

What can you do to increase your product or service's scarcity?

How can you make customers desire what you have to offer?

What words/statements will you use? (limited time only, spots filling up, 25 copies left)

When you combine all of these six principles, your well on the way to mastering persuasion for your brand, and you will reap the rewards for years to come.