Persuasion Techniques
Have you noticed that some people seem to be born salesmen? It doesn’t matter if they’re trying to sell you a car, sell an idea for a new promotion, or just get you to go out to a movie with them. Some people seem to have that special ability to persuade anyone into anything.
It turns out that there’s no real secret to persuasion, but some people recognize the components of persuasion more innately than others. If you’re trying to create a marketing message to persuade people, make sure that it has one or more of the following components.
Persuasion Techniques:
- Reciprocity
Have you ever received a free carpet cleaning or a gift in the mail? The seller is trying to make you feel like you now owe them something. From a seller’s perspective, it can be an expensive way to acquire customers, but it kick-starts the relationship.
- Commitment and Consistency
People don’t like to be inconsistent in their responses. By starting off with a question that will almost always elicit a ‘yes’, the prospective buyer is likely to continue to want to say ‘yes’ to remain consistent. E.g. “You look like a well-dressed individual. Do you like to look good when you go out?”
- Social Proof
For ‘high social risk’ items such as luxury goods that are used outside the home, consumers look for cues that they won’t feel silly after purchasing the item. The next time you hear, “Everyone is using this” or “Look how much they’re enjoying it”, consider whether or not that makes you feel less risky about buying the product.
- Authority
Doctors or lawyers are often used as authority figures in commercials. They’re authorities in their field, so their word should carry some weight. A more subtle use of authority is simply to use the word ‘because’. The reason you give is often less important than simply giving a reason. Remember that people are busy and they’re looking for cues. ‘Because’ is a very powerful authority cue. - Liking
For consumers to be persuaded, they usually need to like the seller. Why do you think that sports stars are often spokespeople? They likely don’t know anymore about the product than the consumer, but if you like the spokesperson, you’re more likely to like what they’re selling.
- Scarcity
Scarcity gets at our primal fear of being without something we need. If the persuader gives us a ‘limited time offer’ or ‘only one left’, it triggers our response to get it before it’s gone.
Turn on the Home Shopping network and watch the sales pitch for a product. I guarantee you that you’ll see all six of these techniques in action.
Whether you’re trying to persuade someone, or guard yourself against persuasion, understanding the common techniques is essential.
Source: Influence: The Psychology of Persuasion by Robert B. Cialdini
Chris McPhee, MBA
Email: Chris.McPhee@Marketing-Matters.org
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