How to use persuasion to influence decisions
Persuasion in marketing is the act of convincing people to take a certain action. This is a common marketing objective for businesses because it helps increase sales and revenue. Once the business knows well its audience it can use different techniques to persuade them to buy, including:
- Emotional appeal: Making use of emotions to create a strong connection with the customer.
- Social proof: Using the actions of others to show that the product or service is popular and credible.
- Scarcity: Creating a sense of urgency by promoting limited time offers or limited quantities.
- Authority: Establishing the company or product as a trusted expert in the industry.
- Reciprocity: Offering something of value, such as a free trial or discount, to encourage customers to take a desired action.
- Consistency or commitment: Asking customers to take small, incremental steps towards a larger goal. This technique is also known as foot-in-the-door technique.
- Likeability: Creating a positive emotional connection with the customer.
These techniques can be used separately or in combination to effectively persuade customers. It’s important to use them ethically and transparently to build trust and credibility.
Overall, persuasion is one important marketing communication objective as it is to inform, remind and connect with consumers. By understanding how persuasion works informed decisions can be made by marketers about the pricing, life cicle etc. of products and services.