The Power of Persuasion
By Jean Bailey
Today, many people feel as though they are paying more for almost everything. Seemingly
always-on-the-rise gas prices and increased food costs, for example, are forcing some consumers to really
think about their spending habits, cutting activities they consider nonessential completely out of
their budgets. When contemplating a purchase, some people may ask themselves this question: Is this
product/service something I really need?
This cautious attitude makes effectively marketing your services more important than ever. Familiarizing
yourself with a few powerful persuasion tools is a good first step to realizing this goal.
Persuasion 101
Although you are in business, most days you are also a consumer. Knowing what helps you make purchasing
decisions can get you thinking about ways to better market your services. Successful marketing is really
about persuading people they need what you have to offer.
When you understand, and then strategically use, persuasion techniques, your business can remain strong,
even when the economy is weakened.
Author and psychologist Robert Cialdini identifies six core elements of persuasion in his book
“Influence: Science and Practice.” The six elements include reciprocation, consistency, social proof,
liking, authority and scarcity. Let’s take a closer look at each of these, as well as how they might
help your marketing efforts.
Reciprocation
Most people feel obligated to give something in return after receiving a gift. The gesture can be as simple as
sending a Christmas card, or as subtle as buying a product
after receiving a free sample.
Be sure to share articles you find on health issues that
may concern your clients. Before you ask a client if she
would like to make another appointment, offer her water
or tea. A packet of Epsom salts to go, hand lotion in
the bathroom or a touch of aromatherapy are all simple
offerings that can trigger reciprocation.
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