As a marketer, you want to know what your customer thinks before they buy a product. To do this you have to understand, how human psychology works. I know what you are thinking and no, you don’t need a psychology degree to understand how the brain works. You already have the skills, that are needed to influence your buyer’s decision.
Did you ever tell your sibling that if they did your chores you would give them, your allowance? If you did, you are already using the six techniques of persuasion. Psychologist and New York best-selling author, Dr. Robert Cialdini, Ph.D. explains the 6 techniques in his books Influence and Pre-Suasion.
Here is a summary of the techniques
Scarcity: Remember when Apple had the limited edition red iPhone, that we all wanted to buy because people love to be unique, we want something that nobody else can have. We don’t want to miss out, this is why superstars come out with limited edition items, which sell out in minutes.
Social Proof: There has been an increase in influencer marketing, a collaboration that both the marketer and influencer can benefit from. As a marketer, you want to take advantage of this type of collaboration, because people tend to do what others do. If you love fashion, you probably noticed the neon trade that took over 2019. Check out this article about the neon green trend that took over last summer from Vogue or use the #neon hashtag on Instagram, that has over 12 million posts almost a year later.
Authority: I recently found out that I have Tendinitis, even though my boss advised me against the steroid shot. After talking to my doctor, I got the shot. I regret it, but she is a doctor so I took her word for it. I listened to her because she is an expert in her field. The truth is most of us don’t think twice when we go to the doctor, they are experts and we trust them. People tend to trust you more when you are an expert in your field. You can be an authority in your field by experience, getting a certification, a college degree or getting testimonials.
Liking: Complement your customer, it doesn’t hurt to tell someone that their lipstick complements their dress, they like when you notice little things. This makes them feel a connection with you and it builds trust. I mention in some of my previous posts, check them out if you haven’t already. I mention that I worked in assisted living facilities, we had a new resident move in and he would not eat or order food. One day, I went to his table and I put food in his mouth. He was happy and he immediately told me, what he would like to eat. From then onwards, he would do what I asked him to do, well as long as I fed him.
Commitment: Involve your customers, people love to be included. The best job, I ever had had a collaborative system between management and employees. They listened to us and they also got us involved in the decision making, this made us happy. Most of us found higher-paying jobs, but when the company asked some of us to return we returned. When you make your customers feel like they are part of your community, you have loyal customers.
Reciprocation: People think if you give them something, they should give something back. It’s human nature, it’s what we are used to. Our parents teach us from a young age, that if we do chores they will give us an allowance. Our teachers gave us grades in exchange for completed work.
You can use these principles in your next marketing campaign or the next time someone tries to use your services. Remember to involve your customers the next time you launch a product. Your customers have different likes and dislikes, so getting their opinions and coming out with the products, they suggested is a great way to build a long-lasting partnership with the customer.