What are the six most common techniques of Persuasion?
- Liking: It’s much easier to influence someone who likes you. People like people who are like themselves.
- Social proof. People like to follow one another, so influencers imply the herd is moving the same way.
- Consistency. Most people prefer to keep their word. If people make a commitment, particularly if it’s out loud or in writing, they are much more likely to keep it. Influencers should try to gain verbal or written commitments.
- Scarcity. Even when companies have warehouses full of a product, they still advertise using time-limited offers that emphasise scarcity. People want what they can’t have, or at least what might be running short.
- Authority. People are strongly influenced by experts. Successful influencers flaunt their knowledge to establish their expertise.
- Reciprocity. Give something to get something. When people feel indebted to you they are more likely to agree to what you want.
There techniques were adapted from how to influence and persuade people (from Cialdini and Goldstein, 2004). Any marketing program should incorporate these techniques to get the attention of perspective customers.
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