Principles of Persuasion

In Episode 4 in our journey into podcasting, Dave and I work through Robert Cialdini’s six Principles of Persuasion and how they relate to encouraging customers to engage more with us.

These principles can be applied to your daily sales and marketing activities (online and face to face) including writing good web copy, getting people to respond to your e-mails, making effective telephone calls and having successful customer meetings.

You can listen to the podcast here:

Here is a summary of the six principles:

Reciprocity: People are obliged to give back to others the form of a behaviour, gift, or service that they have received first.

Scarcity: People want more of those things they can have less of. It’s not enough simply to tell people about the benefits they’ll gain if they choose your products and services. You’ll also need to point out what is unique about your proposition and what they stand to lose if they fail to consider your proposal.

Authority: People follow the lead of credible, knowledgeable experts. This is especially true if someone else builds your credibility for you.

Consistency: Consistency is activated by looking for, and asking for, small initial commitments that can be made. Look for a smaller yes.

Liking: We like people who are similar to us, we like people who pay us compliments, and we like people who cooperate with us towards mutual goals. So to harness this powerful principle of liking, be sure to look for areas of similarity that you share with others and genuine compliments you can give before you get down to business.

Consensus: Especially when they are uncertain, people will look to the actions and behaviours of others to determine their own. 75% of our guests reuse their towels at some time during their stay, so please do so as well. It turns out that when we do this, towel reuse rises by 26%.

There is a great explainer video that provides you with more detail on the principles, you can access it on you YouTube: Click here.

Here’s to your success.


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