How to Apply Cialdini’s Six Principles to Your Business
Published in 1984, Robert Cialdini’s Influence: The Psychology of Persuasion made waves in the world of sales and marketing. Cialdini put forward six principles that pay attention to the shortcuts consumers make when making buying decisions.
Even today, by considering these six aspects of decision making, you’ll find that you can greatly influence the consumer, strengthen a marketing message, and, ultimately, persuade curiosity to convert into custom.
Reciprocity
Consumers will be more likely to choose you if you’ve made their lives easier or provided value in some way. They don’t owe you anything, but by sweetening the deal through the likes of informative content, coupon codes, trial subscriptions or a free eBook, you’ll strengthen your appeal and sway the consumer your way.
Scarcity
By highlighting a sense of scarcity in what you offer, you can capitalise on people’s “fear of missing out” and essentially encourage them to make a decision. Popular in e-commerce, it’s the typical one-day-only offer, limited edition range, exclusive deal for gold members – you get the idea.
People naturally want something more if there’s less of it, or if there’s a chance that they won’t be able to get it in the future. So, wherever you’re communicating with consumers about what you can offer, create an air of urgency and scarcity, and they’ll be more likely to act there and then.
Authority
Consumers will always be influenced more strongly by a brand that holds authority. In all your marketing communications you should be conveying your experience and knowledge. Bolster your website with a solid About Us section, use technical language where appropriate, and make use of quotes from authoritative voices in your sector.
When consumers see that you’re in the know and a force to be reckoned with in your field, they recognise the authority, trust is developed, and they’re more likely to choose you.
Consistency
Nurturing consumers with small, regular pieces of valuable content on social media, perhaps convincing them to complete a small action like signing up to an email newsletter, then communicating on a regular basis, is a sure-fire strategy to ensure your brand remains at the forefront of their mind. When the time comes for them to buy, you’ll be in pole position.
Liking
It should come as no surprise that people are influenced more strongly by others when a business is likeable and relatable. In your marketing communications you should be trying to elicit a response by being human. Share more personal content, build rapport, engage in relationship building with consumers, and give them a reason to smile.
The type of people you’re trying to reach will relate to you, they’ll enjoy your messages, and you should then be their first consideration.
Consensus
Humans are social by nature and it’s a fact that we pay serious attention to the experiences of others who have been in a relatable situation and faced similar pain points. By clearly sharing your reviews and testimonials across your marketing channels, you can satisfy this social urge and highlight exactly what you can do for a customer.
Consumers will see how people in the same boat have come to your brand and had their problems solved, followed by making their own decision to buy based largely on this consensus.
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