Darcy Paterson Blog Six rules of persuasion to use in your marketing

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Six rules of persuasion to use in your marketing

By on November 17th, 2017

Have you ever wanted to know how to make marketing communication that really compels people to buy your product or service? Then I suggest using researcher Robert Cialdini’s rule for persuasion.

Robert Cialdini spent his entire career studying persuasion. His book Influence: The Psychology of Persuasion is a best seller. In it he summarizes his research into six rules that any can use to influence an audience.

  1. Reciprocity. This is the idea that you got to give to get something in return. This is why you get FREE samples of products at stores. They work in getting people to listen to a pitch or buy a product/service.
  2. Commitment and Consistency. This principle works on the idea that if you appeal to someone’s idea about themselves and present them with a small gesture that reinforces that idea, you’ll get them to convert. For example, non-profits start by asking people to sign petitions for a cause. After they’ve committed in that small way, it’s easier to get people to take bigger steps in commitments like donating money.
  3. Social Proof. This principle is about people looking to other people to see what direction to take. For example, testimonials or recommendations move people towards a business. Their
  4. Authority. This is the principle whereby if you are an expert in something, people are likely to trust you. If you are an expert it’s a good idea to show people. That’s why at a doctor’s office you’ll see their degree’s framed on the wall. Patients will listen to their advice.
  5. Liking. This principle is simple. People are more interested in what you have to say if they like you. Stay friendly and warm.
  6. Scarcity. The last principle works on the idea of FOMO or fear of missing out. If something is scarce, it presents a sense of urgency that can compel people to act. That’s why you’ll see offers that are “limited time only.” The idea of missing out motivates.

If you’d like to learn more about persuasion then be sure to subscribe to my email newsletter. It’s FREE and comes with great ideas you can use in your marketing.

I am an Edmonton, Alberta, Canada based marketing and design professional with over 20 years experience with brands like General Motors and yours.