McQueenie Mulholland

Define > Design > Deliver >

The 6 Principles of Persuasive Marketing

MarketingSarah Thom

At the core of any marketing campaign is the desire to persuade consumers to buy your product or service. However, to be able to persuade somebody to do something, you must be in a position of influence.

Getting yourself into an influential position to the consumer is no easy feat. But, these 6 persuasive techniques have been found to positively influence consumers decisions and are used in many marketing strategies.

 

 

1.     Reciprocation: When we receive something, we feel obligated to buy more from the person who gave it to us. This technique is everywhere, from free tasters of products, to freebies given to us if we purchase a product.

2.     Authority: Being an authority in your business sector is important when it comes to influence. Consumers buy from people they trust, and who do people trust more than authority figures? Think about the things that make you an authority in your field, and shout about them to your customers.

3.     Commitment: If you get someone to agree to do something, they feel more committed to other things you ask them to do. Many business websites use this principle; when people sign up to their newsletter they will ask them something else immediately afterwards. It is used in shops too; many shops will now ask customers to sign up to their loyalty scheme, or purchase an additional product when they are at the checkout.

4.     Social proofing: This takes the form of testimonies from previous customers. If you use these on your website, research suggests visitors are more likely to make a purchase. This is because your business has been socially verified by other people. Research also shows that more people are now looking at product and business reviews before committing to them. So now is a great time to get your customer testimonials on your website.

5.     Likeability: This is perhaps the most basic rule of the world of business, good customer service is essential. One key aspect of good customer service is a quick response to consumer messages. Another aspect is your persona. If you respond to comments in a positive and polite manner then consumers will have a positive impression of your business. There are loads of examples online of where customer service has gone wrong, which has had devastating consequences for the business in question.

6.     Scarcity: It’s human nature that if we believe there’s only a limited supply of a product, then we’ll want it even more. To see this in action, you need look no further than an Apple store when they release a new phone. Whether there is actually a short supply or not of a product is always questionable, what matters is perceived shortage. People don’t want to miss out on anything, which is why this principle works so well.