Hello you!
Have you ever wondered what makes you do the things you do or why you make certain choices and decisions?
Maybe you wonder how certain individuals have been able to grow a certain level of influence - whether as a celebrity, an entrepreneur, a politician, a pastor, or even a salesperson trying to win over a potential client - and you hope to do the same.
On my entrepreneurial journey, I started out by asking questions such as these:
Why do people buy stuff?
Why are they loyal to specific brands?
How do marketers or salespersons convince people to buy a new and unfamiliar product? and so on.
And then after some research and rigorous hours of surfing the internet, I stumbled on different books, articles and perspectives on the matter.
In my opinion, the book 'Influence by Robert Cialdini' clearly defines the principles which are more like universal laws which have universal applications.
To get the best out of this summary, as you read through each principle, try to think of a personal experience that proves it right and how you can master them to grow your influence.
Explore!
Six(6) principles of influence.
1. Reciprocation
Reciprocation recognizes that people feel indebted to those who do something for them or give them a gift.
For marketers, the implication is you have to go first. Give something, give free samples, give a positive experience to people and they will want to give you something in return.
2. Social Proof
When people are uncertain about a course of action, they tend to look to those around them to guide their decisions and actions. They especially want to know what everyone else is doing - especially their peers.
For marketers, testimonials from satisfied customers show your target audience that people who are similar to them have enjoyed your products or service.
They'll be more likely to become customers themselves.
3. Commitment and Consistency
People do not like to back out of deals. We're more likely to do something after we've agreed to it verbally or in writing.
People strive for consistency in their commitment.
They also like to follow pre-existing attitudes, values and actions.
4. Liking
People prefer to say 'yes' to those they know and like. People are also more likely to favor those who are physically attractive, similar to themselves, or those who give them compliments.
Even something as random as having the same name as your prospects can increase your chances of making a sale.
One of the things that marketers can do is to honestly report on the extent to which the product or service, or the people who are providing the product or service - are similar to the audience and know the audience's challenges, preferences and so on.
E.g. sales people could improve their prospects of making a sale by becoming more knowledgeable of their prospects' existing preferences.
5. Authority
People respect authority. They want to follow the lead of real experts.
Business titles, impressive clothing and even driving an expensive car are proven factors in lending credibility to any individual.
Giving the appearance of authority actually increases the likelihood that others will comply with requests - even if their authority is illegitimate.
6. Scarcity
In fundamental economic theory, scarcity relates to demand and supply. Basically, the less there is of something, the more valuable it is.
The more rare and uncommon a thing, the more people want it.
For marketers, the tendency to be more sensitive to positive losses than to positive gains is one of the best supported findings in social science.
Therefore, it may be worthwhile to switch your advertising campaign's message from your product's benefits to emphasizing the potential for a wasted opportunity.
E.g.
- Don't miss that chance...
- Here's what you'll miss out on...
In any case, if your product or service is genuinely unique, be sure to emphasize it's unique qualities to increase the perception of it's scarcity.
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