Perhaps youve read the book Influence: The Science ofPersuasion or any of the other books on the subject of Influence by Robert Cialdini.
Persuasion is an art and science you must master to be successful in converting your visitors to prospects, prospects to customers and customers to evangelists.Marketers have been using the Laws of Influence for many years now affecting the decision making processes of people and steering them in the direction the marketer desires.
You should be aware that these Laws of Influence can be used for good as well as for evil. By reading this post,youre promising me youre going to use these laws for the good of your peers, family and prospects, right?
Robert talks about the 7 Laws of Influence that affects peoples decision making processes. Before you startsaying, "yeah, but I dont fall for that shit!" Think again, everyone is affected by these Laws whether youre consciously aware of it or not.
The Law of Reciprocation states that if you give something to someone, then theyre much more willing to "return the favour" as they feel indebted to you. If youve everbeen to North African countries on holiday such as Tunisia or Morocco, youve probably experienced young childrencoming to you and handing you a jasmine flower. Smart... very smart! These children know that if they give you anextremely cheap (free) flower, then theyll invoke a senseof reciprocity within the tourist that makes them want to offer them some money.
Reciprocity works the way it does because people dont like to feel indebted to another person. People have anatural tendency to understand the exchange of value in situations.
In fact, think of this situation. Youve gone to your familieshouse for Christmas and you begin to exchange your gifts. At the house is your uncle who you havent seen for quitea while who hands you over a present. How do you feel as he hands you the present?
Im sure the majority of use would feel guilty that wedidnt get a present for him. You might say on a rationallevel that you didnt know he was going to be there. Tell me, if you had a spare universally suitable Christmaspresent wrapped in the car boot, would you feel inclined to go out and get it because you "forgot" the presents.
The Law of Commitment and Consistency states that if we make a commitment to do something, then we want to act consistently in accordance with the commitment wemade. Have you ever wondered why salespeople ask you a series of easy questions which are "yes" or "no" answerswhere the obvious answer to their questions are "yes". A series of "yes" answers can lead you towards making the big "yes" which results in the sale being made.
The Law of Social Proof simply says that if enough people are doing something, then it must be true. Well, that makes good sense, right? Did your mum ever tell you, "well if your best mate stuck his head in the fire, wouldyou?" I think mum was trying to teach us a valuable lesson about the law of social proof.
This law can be seen in full effect when there is a car accident with a wrecked car at the roadside. Everyone drives past the car and looks to see what happened andwonders whether the driver and passengers are OK. As the drivers are short of time to gather information and make an informed decision about the wellbeing of the passengers, they look to the other drivers to see if theyhave stopped. When they see the other drivers in front of them havent stopped, they make the snap unconscious decision that the other drivers were correct and carry onas normal having decided that the passengers wellbeing is OK.
This law simply states that we are more likely to take thedesired action if we like, know and trust someone. This is one of the reasons why marketers always need to bridge the credibility gap. If the marketer is not known, trusted and liked, then there is little scope and opportunity for asale to be made. If you want to know a master of invoking this law in the world of Internet Marketing, look to Frank Kern. Frank can sell thousands of dollars as an affiliate without offering the super-charged bonus packages that many other affiliates offer for prospects to buy products using their affiliate link. Frank can do this because he has credibility, likability and trust in the Internet Marketingcommunity. If youve seen Frank speak at seminars, youll know that he stumbles on stage cracking jokes everyminute. Sure, hes a fun kinda guy but he sure knows that
The Law of Authority states that people are more likely tobelieve an authority figure or source than a non authority. When was the last time you asked the postman for legaladvice? Exactly! Our society is even set up in such a way asto go to authority figures as a trusted source of knowledge and wisdom. Ill leave you to make your own judgements as to whether this set up is right or wrong?
The law states that the less of a resource that is available, the more that we want it. If youve studied the basics of economics, then youll have covered the demand and supply curves and understand the relationship that demand and supply has on the price of the product or service. The higher the demand and lower the supply ofthe product, the higher the price point can be because the perceived scarcity of the product raises its value.
Hands up if youve had problems getting your mits on an iPhone in the past. Some people say that Apple do it on purpose to keep the phone seem scarce, the demand up and the buzz, appetite, demand and price high for the product. And you thought a good distribution was simplytransporting the goods from a factory to a warehouse to a shop? Shame on you!