How to Attract Ideal Customers? The Science of Persuasion

Are you an entrepreneur looking to attract your target audience? As you know, the evolving marketplace presents many challenges when it comes to engaging with your ideal customers. But mastering the science of persuasion can help you magnetically entice consumers. 

This article will briefly review three of the six principles of the Science of Persuasion by Dr. Robert Cialdini, so you can understand how it impacts customers.

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Information or Persuasion?

It is often said that information guides people’s decisions. However, research has shown that getting a person to say “yes,” is not always motivated by the information, but simply, the art of persuasion.

So, what is persuasion? “In business, persuasion is a process aimed at changing a person’s (or a group’s) attitude or behavior toward some event, idea, object, or other person(s), by using written, spoken words or visual tools to convey information, feelings, or reasoning, or a combination thereof,” as explained by Wikipedia. 

When you know how to master persuasion, you will be the go-to expert in your brand’s category. 

“Most people don’t have the power of persuasion!” –James Altucher

So, how do you master this art? Let us take a further look!

Understanding the Science of Persuasion

Dr. Cialdini lays out six universal principles of persuasion that govern human behavior. He asserts that those principles can convince a person when employed ethically. We live, as he points out, in a world overloaded with information. Therefore, as he expresses, we need to direct our decision-making through what he calls “shortcuts,” the six principles: Reciprocity, Scarcity, Authority, Consistency, Liking, and Consensus. Let us now look at three of those principles.

Principle 1—Reciprocity 

When we reciprocate, we strive to return a favor to someone who has done something for us. Have you ever done anything for anyone and found that person did not hesitate to return you that favor? Or maybe if a stranger gives you a helping hand, would you be inspired to seek out that person to return a kind deed?  

Well, that behavior also applies to the business world. Here is an example of reciprocity, according to the Hoffeld Group, “the American Disabled Veterans […] reports that when they send out a mailer, the median response rate is 18%. However, if the mailer includes a gift, such as address labels, the response rate nearly doubles to an astounding 35%.”

Establishing a program of reciprocity in your brand strategy is a brilliant idea. Study what your rivals are doing and strive to do it better and more efficiently. This theory, when properly applied, can be a guiding force, create consumer relationships, and increase profits.

Principle 2—Scarcity

Scarcity refers to “the fear of losing out (FOMO).” This concept becomes more attractive when a product is considered limited in supply or exit from the stock. The desires and needs of customers for the product would inevitably increase. Also, the purchasing power of customers would increase so that they can stock up on those products. Inevitably, the value will rise.

For instance, take a look at Gmail by Google scarcity tactic, “Gmail was originally a much sought-after, invite-only program. The exclusivity of the service helped create considerable buzz, while also serving as a test run for the email platform.”

By using the theory of scarcity, you can persuasively convince consumers of the benefits of your product, what makes your product special and what consumers will lose if they do not take you up on the offer. When successfully implemented, you can increase traffic and raise your business revenue significantly.

Principle 3—Authority

Authority is validated by your credibility and knowledge in your market. Would you agree that people are more likely to follow a person based on their credentials or authoritative figure?

For example, if you are in an attorney’s office and approached by a man dressed in a short, t-shirt, and slippers to take your case as your attorney, and he asks you to follow him, would you comply? You probably would be reluctant – right? But if a man dressed professionally in a suit and tie approached you, shook your hands, identified himself as the lawyer who would handle your case, and his credentials are on the wall, you would be more inclined to follow him – right?

Now, as an entrepreneur, let us do an assessment! Ask yourself these questions:

1.  How do I project myself?
2. Am I seen as an expert in my field?
3. Am I visible to my ideal clients?
4. How do I stand out from my competitor?  
5. What am I communicating to my target audience to position myself?
6. How does my audience perceive me?

To assert yourself as an authority, make sure the message you deliver reflects credibility and competence in your field before you seek to influence your target audience. 

For example, brand yourself and your business if you have not yet done so. Consistently deliver the right message to appeal to the right audience. In transmitting your message, you can also hire influencers to project you as an authority. But strategically position your brand so you can influence the right people and stand out as an authority.

Conclusion

Dr. Cialdini’s Science of Persuasion principles provides myriads of benefits that entrepreneurs can exploit to favorably influence their ideal customers and grow their business. These principles must be diligently applied to be impactful for your brand. 

Ready to learn more?

With the rise of digital evolution, it is also essential to know how you can leverage social platforms to influence your market.

Let us take a look at “How your brand can leverage social media influencers to promote their stories.”

Please share your thoughts!