Through the science of persuasion, students will be able to develop remarkable characteristics in their personality.
What is the Science of Persuasion and how it Works?
Taking advantage of specific behavioural patterns that are embedded in the human psyche to influence behaviour is the theory of persuasion. It is a comprehensive system of knowledge, which you can use to build your communication skills to influence the decisions of people.
Since it is a practical and intellectual activity, it’s no longer an art or theory; it’s a SCIENCE!
Dr Robert Cialdini comprehensively described the six principles of persuasion. You can effectively implement these principles in your business and marketing strategy:
We all follow social norms to respond to favour with another favour for the sake of courtesy. Think about your daily routine. Isn’t it simple to have an individual to do you a favour after you have done something in their support, such as giving gifts? Once you oblige them, they are likely to accept your offer.
The first impression always leaves a long-lasting effect. This means if you give someone the first favour, they will reciprocate it multiple times in the future. Through free samples, you can apply this basic principle in marketing.
However, be cautious! In order to use this principle to influence others, you must be aware of your target audience; you must be clear as to why you want to influence them, and what precisely the requirement of audience is, then you will be able to make a decision as to what will appeal them that they receive for free. In this way, you can successfully apply the principle of reciprocity.
You can implement this principle to Social Media Marketing with the help of content. Give information and free training to your audience through highly interactive and practical content. This will encourage them to visit your website, and they will also share your content to various social media networks.
The principle of reciprocity will work, and the individuals may consider buying your product. Several businesses are selling their products by employing this principle, such as e-book stores.
The principle of reciprocity would work more effectively if you allow users to download your application for free for a particular period. Give an invitation to your audience about open courses, events and training. Provide your potential client with an item that they consider valuable.
Commitment and Consistency
Humans need consistency in front of other people. Everyone strives to be consistent regarding what they have done and what they have purchased. For instance, this particular principle may explain as to why it’s easier to retain a customer instead of attracting a new one.
The impact of the principle of commitment depends on the desire to appear and sound like an individual with stable behaviour and attitudes over the period. Once you publicly show promise about something or someone, you are more likely to follow a particular plan.
This is the principle of consistency. For example, you have five different phone numbers of pizza delivery places that you like. The first week, you contact three of them and place your order, and only 2 of them deliver pizza on-time and with careful packing and taste.
Although you have contact numbers of five pizza deliverers, next week you would prefer to call one of the two who provided you with the timely service.
Marketers found out the way to use Cialdini’s second principle in their attempts to have higher conversion rates. Through their website, they can encourage visitors to small and less consuming activities such as filling out a form or making an account.
This may turn site visitors into loyal customers over time, and it paves the way to the easy access to purchase.
Imagine, you arrive at some city for the first time and start looking for some restaurant. You explore the city, and find two restaurants in the market; one is a house full, and the other one is empty, which one would you prefer? Of course, the one that is crowded because it is a human psyche that they follow a specific trend.
In the same way, you can employ the strength of social proof to increase conversion rates of your website substantially. Messages such as 9 out of 10 customers prefer or would serve as good examples in the context of the application of social proof in the marketing.
If you like someone, you tend to do something they ask or want you to do. This principle works even though it sounds superficial, just like the physical appearance of an individual. The companies that employ sales agents within their community use this approach with great success.
People prefer to buy from individuals they like, such as those whom they respect and find friends. In the same fashion, the ‘About Us’ page on your website is an excellent opportunity to let your potential buyers know about all the similarities between you and them.
In this manner, the customer feels some association. Make ‘About Us’ page compelling and persuasive; include the points that could directly appeal customers and in that way they give your product a thorough consideration.
Humans seek some testimony when they are unsure about a particular purchase. Often, they look for professional advice. You can use the comment or recommendation of a person who serves as an authority in the relevant industry.
This tactic or principle will enable you to attract people to your product or service as people follow the suggestion of a renowned name in the industry.
When people realize the significance of a particular item, and you convey them a message that only a few things are remaining, and if they do not purchase now, they are going to miss the deal/offer. This tactic works because people do not want to miss out on something in demand.
By learning the six principles of persuasion, international students will be able to achieve success in the global market. It is the science of persuasion.