This was originally written by another blogger, while it was a good read it was a bit too long so I have condensed it down to the TL:DR version. If you like this and see the value I strongly encourage you to grab the book, Influence by Peter Cialdini, it’s a few bucks on Amazon (link to it below).
Increasing Conversions is the name of the game and Robert Cialdini’s Principles are a great place to start
Here are the 6 principles:
Think of this as “You scratch my back; I’ll scratch yours.” If you do something nice for someone, they’ll do something nice for you — return the favor, tit for tat … you get the idea.
People are wired this way. If you give someone a favor, they tend to feel indebted to you. They want to pay you back somehow. This is a great tool for gathering online reviews and referrals
2. Commitment and Consistency
People like to be consistent with the things they have previously said or done. Consistency is activated by looking for, and asking for, small initial commitments that can be made. In one famous set of studies, researchers found rather unsurprisingly that very few people would be willing to erect an unsightly wooden board on their front lawn to support a Drive Safely campaign in their neighborhood.
For example, one recent study reduced missed appointments at health centers by 18% simply by asking the patients rather than the staff to write down appointment details on the future appointment card.
3. Social Proof
The idea of “social proof” is already quite common in the online world. When Cialdini wrote about it in the 1980s, though, nobody had even thought of Facebook testimonials or Amazon reviews. In the experiments that Cialdini reported on, “social proof” was simply the idea that people will do what other people around them are doing. You’ve probably given into this kind of influence. You see a group of people looking up into the sky. What are you going to do? You’re going to look up into the sky, too.
A few quick ways you can use social proof right away:
- Add customer testimonials to your website or newsletters.
- Emphasize your follower and subscriber numbers on your blog.
- Automate follow-up with great customers or contacts to ask for referrals.
This is the idea that people follow the lead of credible, knowledgeable experts. This is a simple one and long-term action, become an authority in your field. Social media has made this easier than ever. Writing blogs, youtube videos, social media platforms such as Facebook and Twitter give you a platform. In my opinion, if you are an expert in your field, and you are a likable person and create content that truly gives back and provides value to your audience then you will gather a following that establishes you as an authority.
Likability is a huge form of influence. Successful salespeople are those who are likable. They smile. They say nice things. They establish likeability in order to get the sale. This is perhaps the easiest of all the principles to implement. Simply put be nice and try to be a likable person.
If people think that something is going to run out, they will rush to buy it. The “Limited Time Only” sales and “While Supplies Last” phrases are overt evidence of this method of persuasion.
Here is a link to the book, it is well worth a read, highly recommend it!