If you’re looking to get a “yes” from a consumer, write down these strategies from top sellers and entrepreneurs to help attract people.
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Get an insight into how you can influence your audience’s buying habits using traditional and unconventional influencer marketing techniques.
This article was translated using AI technologies from our Spanish edition. Errors can occur due to this process.
The word “influencer” is used a lot in business, but how does persuasion really work? An Everreach study explains the elements companies use to influence their customers to get that “yes”.
For companies, the principles of “reciprocity” and “scarcity” are important factors in the game of persuasion. Customers are more likely to appreciate your business when you give them something personalized or unexpected, for example. It’s the same streak, they want the things that aren’t everywhere, so limited-time deals are usually a big selling point.
Customers also like to feel safe. Your company can build a lasting relationship by highlighting your “knowledge” and “authority” in your industry. Try giving your service a trial period so your prospective customers can make a small commitment to get started.
What makes us say yes? Researchers have tried to answer this question for 60 years, and there is no question that it is science to be convinced. Here are six universal factors that guide our decisions:
1. Reciprocity. This is defined as a commitment to give back what you have received from others. One study found that if a waiter gave a mint at the end of a meal, their tip would be increased by three percent and for two mints, their tip would be increased by 14 percent. But if the waiter left a coin and turned and gave them another while saying, “For you, I’ll give you another mint,” the tip would increase by 23 percent.
This increase was influenced not only by what was given but also how it was given. The key to using this technique is to be the first to give and make sure it is personalized and unexpected.
2. Scarcity. When British Airways announced that the London to New York flight would not be available twice a day on Concord because it was not profitable, sales skyrocketed the next day. It is not enough just to explain to people the benefits they will get, but also highlight what is unique and what they can lose.
3. Authority. People will follow the experts for their credibility. Physiotherapists, for example, can convince most of their patients to accept their diagnoses with diplomas posted on the wall in their offices. It is important to point out to others what makes you believable and knowledgeable before attempting to influence them.
4. Consistency. On one street, few people were willing to put a blanket in their front yard to support a safe driving campaign. But on a similar street, more than half of the people wanted it. Why? Because ten days ago they had agreed to put a small card in the window of their house to support the campaign. That little card was the original commitment which resulted in a 400% increase.
If you want to influence on the principle of consistency, you should look for voluntary, active and public commitments and have them written down.
5. Sympathy. People prefer to say yes to those they like. What does one person like the other? In a series of studies at two business schools, a group of MBA students were told to embrace the idea that “time is money” and start negotiating immediately. In this group, 55 percent of the young people were able to reach an agreement with the people. The second group was asked to share some information and identify commonalities that they shared with people before the negotiations began. In this group, 90 percent of the students were able to achieve successful results.
6. Consensus. People like to see others’ actions to see their own. Hotels usually put small cards in bathrooms to convince guests to reuse towels. It does this by educating them about the environmental benefits.
This strategy leads to an acceptance of 30 percent. What if cards said that 75 percent of guests reused towels? Changing a few words about what other guests have done is the most effective message.
Science tells us that we cannot rely on our own ability to convince others, but rather aim at what others are doing.