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The Power of Persuasion

… can be used in everything from business to personal to pleasure

It’s hard for us the think that we have been persuaded in this very day of dynamic information overload. We can make our own decisions; we can pick when and how we stream things. We don’t have to be available for this show or the news at 5, we can watch whenever or whatever you want. We can order food, to clothing to anything we desire from Amazon at any time. Yet we are in some way with the four purposes of marketing to inform, remind, persuade, and connect, with persuade being the most important and the one I personally enjoy the best. We are being persuaded somehow some way through advertising channels. For example Target commercials informing us, retargeted web banners reminding us we have a shopping cart waiting, travel influencer on social media teasing and persuading us to book a cruise and radio commercials connecting us with the Art Basel show in the fall. It surrounds us every day, the key is can we be persuaded to say YES and how this works in our daily life from business to personal.

There are proven and scientifically studies, SIX SHORT CUTS that guide Human Behavior, understanding these things can help us increase our chances for something to be influenced by our request, here they are:

  1. Reciprocity
  2. Scarcity
  3. Authority
  4. Consistency
  5. Liking
  6. Consensus

Here they are in more depth for your review:

  1. Reciprocity:

Did you know that you are more likely to say YES to those that you owe? Also in business a potential client is more likely to say YES to you because they owe you? There is an obligation to give to those when you have received something from them. If a friend invites you to a party, you then feel obligated to invite them to your future party. If the colleague recommends you to a client, you will probably return the favor, invite them to lunch or give them some compensation. So, invite, surprise and delight your friends or colleagues to an exclusive lunch done in a very authentic way, or to a show, something that personally touches them personally and watch your friendship or client base grow. 

  1. Scarcity: 

People want more of the things they have less of. Have you heard of playing hard to get in a relationship? Be less available, say no sometimes, makes him or her wait and they will want you more. From a business standpoint show your clients the benefits and even the personal connections between you and your customer, showing what is unique about you and your brand and why they should act now. 

  1. Authority:

Have you ever followed an influencer with 2mil followers or expert on social media or listened to all the TED talks by an expert? This shows that people will follow credible knowledgeable experts especially if they recommend product or services. For example, I can take this opportunity to recommend PIL Creative Group with our 20 years of innovative, creative strategies and digital ROI for our clients. 

  1. Consistency:

People like to be consistent with things they have previously said or done. For this to really work, to look for and ask for commitments that can be made. Ask for a commitment to the person you are dating or ask for a commitment from your husband will take out the garbage weekly. This can also translate to clients having a committed retainer for an agency in order to obtain more consistency in creative, deliverables and work efforts. 

  1. Liking:

Known fact, people prefer to say YES to those they like. There are 3 important factors that cause us to like others:

  • People who are similar to us 
  • People that pay us a compliment
  • People who cooperate with us towards mutual goals

There was a study done with university students at a business school with controlled groups. One group was asked to get right down to business and get the contracts signed which resulted in about 55% completed the task. The other group was asked to make a connection, find things in common, pay a compliment, in this case about 90% made the deal. When I worked at Ann Taylor back in the day during college, I won best salesperson 2-3 years in a row, why, because every time I saw a new customer I made a connection, an authentic compliment, it not only made my job easier and fun but I also made many friends as well. 

  1. Consensus:

Especially when they are uncertain, people will look toward the actions and behaviors of others to determine their own. When you see a certain percentage of people that have bought a product you would be in total agreement. Same as a popular friend, you are more likely to want to associate yourself with them since they hold the favor of a larger group and that group aligns with your interests and goals. 

In Conclusion:

As a brand, business owner or a marketer we have all these other purposes for marketing from informing, reminding, connecting and my favorite persuading. The wonderful thing about the SIX Principle of Persuasion is that they are scientifically studied tips that are easy to implement, simple and practically costless changes that can lead to big ROI and increase market share for your brand. 

Thank you and let’s get creative,

Patsy I. Linares

The Six Universal Principles of Persuasion, by Dr. Robert Cialdini and Steve Martin, CMCT(co-author of YES & The Small Big).

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