Persuasion: Once You Have Them By The Hook They're Yours

Ever been handed a FREE sample to later find yourself at the checkout with that item in your shopping cart?

Have you ever been so convince in fast food as dinner that when you end up paying you end up buying items in the menu you later find out were up sales by the cashier?

Been on Yelp.com recently to check a review and go to that place of interest later that night solely because of the review?

And the infamous "LIKE" button. The king of facebook. If so many other people "LIKE" it then I must "LIKE" it too.

What does this all mean you may ask?

"These are the simplistic acts of psychological persuasion at its finest.

We act, they follow.
We see, they observe.
We move, they mirror our image.
We speak, they listen.
We object, they rebuttal.

The great ones will persuade you to buy anything, anywhere at anytime.

Picture the plaques on the wall at the car dealership. Wonder why it's the same picture, of the same guy 2 years in a row. And now that you think about it, that's the same guy that sold you your car.

The following are the basic Weapons of Influence as explained by Robert Cialdini in his book Influence: The Psychology of Persuasion.

• Reciprocity - People tend to return a favor. 

         Example: The example I used up top: samples at the grocery store.

• Commitment and Consistency - Once people commit to what they think is right, orally or in writing, they are more likely to honor that commitment, even if the original incentive or motivation is subsequently removed. 

          Example: Up sold at the fast food drive thru.

• Social Proof - People will do things that they see other people are doing. 

          Example: The facebook "LIKE" button

• Authority - People will tend to obey authority figures, even if they are asked to perform objectionable acts. 

          Example: Adolf Hitler conditioning the minds of the German people into the Nazis
          regime.

• Liking - People are easily persuaded by other people whom they like.

          Example: Look at what the world of the social network has done to influence of
          belief with viral marketing, the more times people like or comment a feed,
          the higher placement that feedreceives, the actions of other will program your belief
          system to at time take action as well making your perception of what is being liked
          to be true or of common interest.

• Scarcity - Perceived scarcity will generate demand. 

          Example: ACT NOW. Limited Time Offer. Sale will only last this weekend! Hurry
          before it's to late!

These are just some of the common laws of persuasion used on a day to day basis my your common marketer.

Just remember that the quicker you persuade the influence of the prospect or customer, gain there trust, build value and instant credibility, the quicker they will end up buying your product or service.

Thanks for stretching the rots. Until next time...

Chris Lara
Grass Root Marketing

Twitter: @GrassRootMrktg
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