The science of social influence has shows how you can ethically and effectively persuade using following six methods. In the book ‘Yes! 50 Scientifically Proven Ways To Be Persuasive’ Professors Cialdini, Goldstein, and Martin explain the conclusions from their own, and other’s, empirical research in to persuasion.
Persuasion Stratagem #1. – The Compromise Choice
This principle works when the persuader provides the pursued options for comparison. Often this stratagem is applied to pricing, where the most expensive option makes the lower priced option looks more attractive. It can be used to influence when developing your range of offerings and price list. Developing marketing materials that compare your offerings with alternative purchases is also an effective way to implement this stratagem.
Persuasion Stratagem #2. – Focus on Pain Points
Marketing theory teaches us to focus on features and benefits, however placing emphasis on pain points is more effective in persuasion. Loss aversion, our tendency to be more sensitive to potential loss than to potential gain, is a evolved characteristic of humans. See this discussion of beliefs by Michael Shermer on Ted.com (link).
Persuasion Stratagem #3. – When Less is More
Presenting too many options at once will overwhelm your audience and may cause them to defer, at best while they digest the excess information, but more likely, permanently. Digesting new information and especially with regard to options, requires a prospect to invest in differentiating between them. They probably won’t bother and will go where it is easier. Remember simplicity sells.
Persuasion Stratagem #4. – Seed Ideas Like A Jedi Master
Seeding the minds of those you seek to influence with a positive expectation of their personal attributes can influence them toward acting in that manner. This ‘labeling technique’ involves assigning a label to a person, then making requests consistent with that label.
Persuasion Stratagem #5. – Simple Names
Using unnecessarily large words or technical jargon makes your messages less influential. If your communications are quickly and easily understood they will be more persuasive. Make sure your messages are easy to process.
Persuasion Stratagem #6. – ‘Free’ Gifts & Bonuses
In some circumstances giving away ‘free’ gifts or bonuses can be counter-productive because it causes consumers to think there must be something wrong with the gift if you are giving it away. Reminding the recipient of the true value of the gift will combat this devaluation.
To conclude, science has given us many insights in to marketing messages that work. Make sure to follow these six strategies in your marketing & you’re guaranteed to see your sales improve immediately.