One of the most quoted books in marketing is “Influence: The Psychology of Persuasion,” by Dr. Robert Cialdini. The book is mentioned so often because of its unique perspective and approach towards connecting with an audience.
Cialdini’s famous six principles of persuasion are a great place to begin and end any marketing strategy discussion, no matter what the content. They’re applicable for a multi-million dollar campaign launch or for a $5 e-book.
- Reciprocation – You have to give to get. This principle is probably the most popular and successful tenant right now in online marketing, primarily because the power is completely in the hands of the consumer. The customer has options, information and opportunities that they’ve lacked previously. They expect something in exchange for their consideration.
- Consistency and Commitment – All great promises mean nothing without integrity. An offer must include an immediate and consistent follow up plan.
- Consensus (Social Proof) – There’s a scientific reason why search engines derive much of their ranking system based upon the amount of incoming links to a particular website. What others say about their experience with you matters now more than ever.
- Authority – People respect and search out authority figures and organizations. If you know your business better than anyone, you’ll have a huge lift within your industry.
- Liking – Given an option, most people choose to do business with people and organizations they like.
- Scarcity – In a purchasing scenario, one of the most on consistent principles of motivation is scarcity or lack. No one wants to be left out of a good deal and no one wants to be the last person in line when the inventory runs out.