Most individuals have likely used the art of persuasion at some points in their lives, whether through school or a career. It certainly is a major influence on marketing. To get the most out of persuasion within your marketing efforts, here are seven things to consider:
First: What Is Persuasion?
Before learning more about how persuasion influences your marketing efforts, let’s define what persuasion is. In its simplest form, persuasion is defined as an attempt to influence your audience to think or act in a specific manner. Understanding when persuasion is in play is good because we are exposed to persuasive messages on a daily basis, especially with the ease of access to technology.
In the popular book, “The Art Of Persuasion,” author Dr. Robert Cialdini spoke about six principles of persuasion, which include reciprocity, commitment & consistency, liking, social proof, authority, and scarcity.
Six Principles of Persuasion
The first principle of persuasion is reciprocity, and it refers to a mutually beneficial exchange of something. When looking at marketing efforts, your audience may find that a business that cares about its customers will be more likely to experience loyalty from its customer base. For example, if an online retail shop goes out of their way to exchange a piece for a customer, this may encourage that customer to remember that exchange and return it with being a loyal customer.
Another principle of persuasion is commitment and consistency. Customers who feel like a business maintains consistent customer service may be more likely to continue using them. For example, a restaurant that provides tasty cuisine consistently will likely gain loyal customers in the process, as they know the quality to expect.
The principles, liking, and social proof refer to the probability that a person will use a business or service that is recommended by someone they trust. This could be a beneficial part of persuasion because existing customers can introduce new people to a business. Family, friends, trusted celebrities, and co-workers could be examples of trustworthy individuals.
Authority refers to the trustworthiness that a person has who is recommending a business or service. For example, a well-liked, successful leader may have a stronger influence on a message than others, given that they have established the trust of those around them.
Finally, scarcity refers to the idea that a product or service is scarce and not easily accessible. Someone who recommends something that is not commonly seen or used may become more appealing to its audience, as it is not something that is used by other people.
Now, is your business using any of these principles to foster customer loyalty?