Harvard Business Review Harnessing the Science of Persuasion

In my piece on branding on Midlands 103 Radio last Friday, I mentioned the importance of harnessing the science of persuasion to Claire.  Digital Marketing online tin exist a chip fluffy then I referred to a Harvard Business organisation Review report called "Harnessing the Power of Persuasion" past Robert Cialdini.  The report refers to those lucky few marketers/branders who seem to exist able to magically capture an audience.  We all know them, they're charismatic, we dearest being in their visitor.  Earlier nosotros know it we desire to practice them a favour by buying their latest product.  They hold people enthralled.

These marketers are super talented but often cannot explain to others in the business how they exercise what they do.  This makes information technology difficult for the business organization to replicate the success of the "talented ane". Imagine if you lot could duplicate the success of this super talent.  How big could your business organization grow?  As business owners we are oftentimes woefully inept at delegating, because nobody can "practise information technology like we do it".

Well, Harvard have the answer.  For the by v decades behavioural scientists accept been studying how people "concede, comply or alter".  These experiments revealed that persuasion works by highly-seasoned to a express prepare of of deeply rooted homo needs. This means that  Persuasion tin can be taught and applied equally information technology is governed by a gear up of 6 principles.

The Principle of Liking

As I said on air, this does not refer to the "liking on Facebook".  It relates to that human element when you like someone, you want to please them, to take intendance of them, or practice them a favour.  Those businesses using the business concern model of home parties explicate this principle perfectly. Nosotros all buy more (or at least something) at the party considering we are emotionally attached to the hostess.  Nosotros like her/him.

The Principle of Reciprocity

This is i that we are e'er stressing hither.  "Give what you lot desire to receive".  Those of you who have attended any of our social media grooming workshops will know that those who are good on social media, are naturally giving and sharing.  They don't just talk almost themselves.  If  yous want to receive "expert vibes",  you need to transport out "expert vibes".  In daily life, if you smiling at someone it's impossible for them not to smile dorsum (endeavor it, information technology's amazing).  If yous requite someone a mention on social media, they will feel honour bound to mention y'all back or do you a favour when they can.

The Principle of Social Follow

This has zero to exercise with Twitter!  Human beings rely on those effectually them for cues on what to do or how to think.  Persuasion can be extremely effective when information technology comes from peers.  Amazon use this tactic to sell you more books.  Testimonials are an splendid mode for you to apply this Principle to your business. Case studies can also be used every bit testimonials.  They work best when a prospective customer and an existing customer share the same gear up of circumstances.  You could prove how you solved that problem for client A through the case study. This patently means you can solve it for client B.

The Principle of Consistency

Apart from getting people to bond with you they also need to commit to your product/service. Nosotros can apply proficient turns to best effect  here, or you could endeavor winning a public commitment from the client.  Cialdinis squad found that in one case people have a stand, most of them will stick to that point of view.  In 1983 Israeli researchers (Personality and Social Psychology Bulletin) reported asking half the residents in a large complex if they would support a petition favouring a recreation eye for the handicapped. Everyone signed.  2 weeks afterwards they were asked to contribute to the cause.  92% of those who had commited to the cause (signed the petition) gave money.

The Principle of Authority

People will defer to experts.  This ways that you must not assume your expertise is self evident.  Man beings are lazy by nature and do non always "connect the dots".  Betrayal your expertise. Make sure yous brainwash your clients virtually whatsoever Award etc you lot may have won (display them in a prominent position).  In 1993 a study described in the Public Opinion Quarterly attributed a 2% shift in public opinion.  This was due to a unmarried expert opinion news story published in the New York Times.  Your task every bit an expert  in your field is to offering an efficient short cutting to good decisions.

The Principle of Scarcity

People will always want more of what they cannot have.  For your business, highlight your USP, unique benefits and exclusivity. As I mentioned in the slice your USP is  your key to success.  If you cannot find a USP yous volition non succeed because you volition have nothing to help the consumer decipher yous from your competitor.  You can utilise this to run special offers, one of a kind offers etc.  According to the Organizational Behaviour and Homo Decision Processes periodical, in 1994, loss language figure more than heavily in decision making.  This means if you lot can demonstrate how much money the user will  lose past  not using your product/service you lot volition gain more than conversions!

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Source: https://thebusinessfairy.ie/harnessing-science-persuasion/

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