6 Persuasion Techniques: How To Influence And Persuade People?

We all know that the ability to persuade is an important element in the marketing field. In other words, persuasion skill is essential for marketers to be able to market their products or services more effectively. Persuasion marketing has been created as a result of being able to influence people with different marketing tools.

No matter what the industry, however people buy from people. Human psychology tells us that what people do can be different from what they think and that their actions can be manipulated by influencing.

In this article, I will write about American author and marketer Robert Cialdini’s 6 techniques to persuade and influence people, with marketing examples.

So keep reading.

1. Reciprocity – People Tend To Pay Back What They Receive From Others.

The reciprocity principle is exchanging things with other people in order to gain a mutual benefit. It is a social norm, where if someone does something for you, you then feel obligated to return the favor.

Persuasion Examples in Marketing:

• Samples at the supermarket, which has been using to persuade people to buy a specific product.

• Free guides, pdf books, checklists to persuade the marketers, business owners, in order to book a demo or trial.

• Trials, demos to persuade the marketers, business owners, in order to buy a services.

2. Commitment & Consistency — People Tend To Stick To What They Have Already Decided To Support.

Commitment & consistency principles describe how people want their beliefs and behaviors to be consistent with their values and self-image.

Persuasion Examples in Digital Marketing:

Wishlist in e-commerce websites is a great example of this principle: when a customer puts an item in a wish list — psychologically they are committing to purchase it at a later time. This is why wish lists have a huge impact on increasing conversion rate.

In addition, the second example about the commitment & consistency principle would be social media. If a person has already followed the page, they are likely to engage more.

3. Social Proof — People Likely To Trust Things That Are More Popular And Endorsed By Others.

Social proof is a social norm, which states that people will conform to be liked by, similar to, or accepted by the influencers.

Persuasion Examples in Digital Marketing:

• Case studies

• Testimonials

• Reviews

• Social Media

4. Authority — People Likely To Take Action If Told To Do So By A Trustworthy Figure.

People always follow the experts’ opinions and choices. They are likely to believe them rather than believe some TV or social media advertising.

Persuasion Examples in Digital Marketing:

• Doctors

• CEOs, Managers, Founders

• Professors, Teachers, Trainers

• Any industry experts

5. Liking — People Likely To Buy From Companies They Have Already Liked.

What would be the easiest way to make people buy from you? If they have already liked you! The liking principle of R.Cialdini is about the people tend to buy again and again from their “favorite places”.

Persuasion Examples in Marketing:

• So simple: if I like the salesperson in the store, I would like to visit them again.

• If I like the server of a restaurant, I would like to have lunch there again.

6. Scarcity — Drawn To Things That Are Exclusive And Hard To Get.

The scarcity principle is a great way to create urgency in marketing. Because people tend to take an action immediately if there is an urgency.

Persuasion Examples in Digital Marketing:

• “Only 2 left!”
• “Offer ends in 3 days, 12 hours, 45 minutes!”
• “Just for today: 50% off”
• “Booked 20 times today”
• “7 people are looking right now”

In conclusion, using these 6 principles of persuasion in your digital marketing strategy will boost your sales and help you grow faster.