Influence: The Psychology of Persuasion, the popular must-read book by Dr. Robert Ciadini, is more then just a book about persuading others to think the way you do. It’s also about providing powerful marketing strategies to help influence one’s thoughts, ideas, and new creations to others in a way that will get others to agree, understand, or follow along. With that, Dr. Ciadini, who wrote the bestseller, has provided proven methods that can be applied to a plethora of life’s possibilities. In this case, it's helpful to promote one's new or current business.
“People's ability to understand the factors that affect their behavior is surprisingly poor,” Cialdini told eBrand media publication eBizine. Most people can't explain the reasons they make a decision, but Cialdini understands why and he knows how to influence those decisions to get what he wants. Now you can, too.
6 Principles of Persuasion
1. Reciprocation – A person feels that they are receiving something as a gift and feel obliged to buy or use a product because it gives them something that isn't readily available. One trick that supermarkets and stores do is they say products are .99 instead of a $1.00. It's not really so much less, but it feels that way, doesn't it? Also, offer your buyers free sample and free information so they'll reciprocate back to you.
2. Social Proof – If you'd like to sell a product to someone in particular, you better make sure everyone else likes it too! People are always looking to others for approval in their actions. You'd be surprised just how much people care about what other people think!
3. Commitment and Consistency - When a person commits to something, they hope for something that will last. That's why money-back guarantees are so important to many deals. People want to be offered products that remain consistent so they can commit to them without fault.
4. Liking – In the same way that people look to others for approval, they also typically say yes to something they know and they like. Society has conditioned the world to look at people who are attractive, share commonalities, or compliment them. Cialdini says even having the same name can increase a chance to make a sale.
5. Authority – People want to follow leaders that know what they're doing. They look to authorities or experts to answer their questions and help them make decisions, which is why newspapers and magazines always use them to support their facts or observations. People want an authoritative person, a credible product and someone they can respect.
6. Scarcity – If one wants to make an impact on someone, he or she shouldn't readily be available. Not being able to take someone or something for granted makes them extra special and often, people feel the pull of what they're missing. Someone or something that is rare is often seen as more valuable. This is obvious. So make sure to market your product that way.