What They Are And How To Apply Them


By Blair Williams, founder of the WordPress membership plugin MemberPress and affiliate program plugin Easy Affiliate.

Do you want to know how to convince more people to buy from your brand? Or perhaps you have other goals to meet like building your subscriber list or getting more event participants. 

No matter what goal you have, you’ll be doing the same thing across different channels and for different customers: persuading people to take some kind of action. 

You can apply the art and science of persuasion to your marketing to create powerful outcomes. According to Dr. Robert Cialdini, the most prolific researcher on the phenomenon of influence and persuasion, there are several principles that can lead to people saying “yes” to almost any request.

Understanding “persuasion triggers” will help you get more conversions and grow your customer base and your business, too. Let’s dive deeper and see how. 

Create reciprocity.

Most people have a fundamental drive to help others when someone does something good for them. And this can apply to businesses, too. A business that helps its audience will find that people will be more receptive to their communication. 

For example, consider giving your audience something for free. You can create a lead magnet in the form of an eBook, free video tutorial or something else of value like a YouTube channel with in-depth information about a problem that you know people face in their lives. For example, a mortgage broking business can create helpful videos about mortgaging and related subjects. By sharing powerful and easy-to-understand tips, such a business will win goodwill and also find customers reaching out to them without extra effort. 

Look for ways to help your target market and they’ll be more inclined to buy from you or support your business on social media. 

Add social proof.

When we have to make a difficult choice, we often look to other people to come to a decision. At an unconscious level, we believe that when the majority of people are doing something, it must be convenient and right and that we’ll also get social approval. 

You can leverage social proof and get more people to interact with your brand by adding social proof to your website and content. Here are a few ways to do this: 

• Make sure that reviews and ratings are visible on your product pages

• Add testimonials to your website

• Feature your audience’s social media content when they’re interacting with your business 

With such steps, you’ll be in a position to build your reputation and convince more people to engage with your business.  

Build your authority.

People trust individuals and brands that have clear authority in an area of expertise. And in many areas of life, this is a way to stay safe and get the best information and experience. For example, it’s critical to rely on a trained medical professional’s advice for medical matters. Similarly, when you can display authority in your field, you’ll find it easier to win over people to your business. 

How do you build your authority? Try the following:

• Create case studies for your business

• Publish white papers, statistics and reports

• Highlight awards your business has won

• Feature any partnerships with major brands and authoritative bodies

• Add trust badges to your website footer

When you clearly display real proof of your expertise, you immediately generate interest and trust. You’ll find it far easier to win over customers in a very short time. 

Highlight scarcity.

It’s human nature to want something that’s scarce. When you believe that something is rare, you often want to seek it out more urgently and are willing to pay a higher price for it. 

You can create persuasion triggers by leveraging scarcity. Here are a few ideas:

• Create email marketing campaigns for events like Black Friday and focus on limited-time sales

• Add a countdown timer to your website showing when a sale will end

• Mention “fast-selling” and “only X products left” on your product pages

• Offer a once-in-a-lifetime deal

Such tried-and-tested marketing tactics immediately create a sense of urgency and get more people to buy faster. However, these tactics won’t work unless you’ve already done some of the other steps mentioned here, like building your authority and giving value to your audience. Leveraging scarcity with these tips will work when you already have customers who are interested in what you have to offer. 

Get your audience to act consistently.

One way that businesses can get their audience to act consistently over time is by regularly asking them to take small and seemingly inconsequential actions. For example, a non-profit organization can ask people to donate extremely small sums of money on a consistent basis. By making small asks at regular intervals, you keep your audience engaged and more likely to stick with your business in the long term. 

Conclusion

A persuasion trigger is any marketing tactic that convinces people to take action that grows your brand, and there are proven methods that get people to say “yes.” I strongly recommend reading books by Dr. Robert Cialdini and finding ways to apply his information to your marketing. Start creating small changes in your communication today to grow your business over time.

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