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  • Writer's pictureBenjamin

๐—ช๐—ถ๐—ป ๐—–๐—น๐—ถ๐—ฒ๐—ป๐˜๐˜€ ๐—ฎ๐—ป๐—ฑ ๐—œ๐—ป๐—ณ๐—น๐˜‚๐—ฒ๐—ป๐—ฐ๐—ฒ ๐——๐—ฒ๐—ฐ๐—ถ๐˜€๐—ถ๐—ผ๐—ป๐˜€

Updated: Jul 10, 2021

Mental shortcuts help us process information quickly and can be applied to impact decisions. Itโ€™s useful to keep these concepts in mind across your marketing and sales.

๐—ฅ๐—ฒ๐—ฐ๐—ถ๐—ฝ๐—ฟ๐—ผ๐—ฐ๐—ฎ๐˜๐—ถ๐—ผ๐—ป: If you do someone a favor, they are inclined to help you. Offering a free sample or report can generate interest.*

๐—–๐—ผ๐—บ๐—บ๐—ถ๐˜ ๐—–๐—ผ๐—ป๐˜€๐—ถ๐˜€๐˜๐—ฒ๐—ป๐˜๐—น๐˜† โ€“ If you get someone to commit in the slightest, they're compelled to keep committing. You may follow an event registration with an email campaign.

๐—–๐—ผ๐—ป๐˜๐—ฟ๐—ฎ๐˜€๐˜ ๐—ฎ๐—ป๐—ฑ ๐—–๐—ผ๐—บ๐—ฝ๐—ฎ๐—ฟ๐—ฒ: By showing an extreme case, subsequent examples seem more reasonable. With pricing, if the first offer is outrageously high, the next price will seem much lower.

๐—ฆ๐—ผ๐—ฐ๐—ถ๐—ฎ๐—น ๐—ฃ๐—ฟ๐—ผ๐—ผ๐—ณ: If someone seems familiar, you are more inclined to help them.** Feature recognizable clients in your case studies.

๐—Ÿ๐—ถ๐—ธ๐—ถ๐—ป๐—ด: If you like someone, you want them to succeed. Liking starts with finding things in common such as shared experiences.

๐—ฆ๐—ฐ๐—ฎ๐—ฟ๐—ฐ๐—ถ๐˜๐˜†: We fear losing more than we appreciate gaining (e.g. exploding offers make the potential buyer fear losing the deal).

Sadly, these insights can also be manipulated in a negative way. Be mindful of others influencing you negatively.

Apply these techniques on top of adding value to your clients, not to replace value, for mutual and beneficial long-term growth.


This post is a homage to ๐˜๐˜ฏ๐˜ง๐˜ญ๐˜ถ๐˜ฆ๐˜ฏ๐˜ค๐˜ฆ: ๐˜›๐˜ฉ๐˜ฆ ๐˜—๐˜ด๐˜บ๐˜ค๐˜ฉ๐˜ฐ๐˜ญ๐˜ฐ๐˜จ๐˜บ ๐˜ฐ๐˜ง ๐˜—๐˜ฆ๐˜ณ๐˜ด๐˜ถ๐˜ข๐˜ด๐˜ช๐˜ฐ๐˜ฏ, Revised Edition by Dr. Robert Cialdini. He actually has a newer version of the book called Influence, New and Expanded: The Psychology of Persuasion worth checking.

* With Reciprocation, if you ask someone for a favor, youโ€™ll have more success if you provide a reason since most people will be able to relate with your reason.

** According to Dr. Cialdini, โ€œWe use the actions of others to decide on proper behavior for ourselves, ๐‘’๐‘ ๐‘๐‘’๐‘๐‘–๐‘Ž๐‘™๐‘™๐‘ฆ ๐‘คโ„Ž๐‘’๐‘› ๐‘ค๐‘’ ๐‘ฃ๐‘–๐‘’๐‘ค ๐‘กโ„Ž๐‘œ๐‘ ๐‘’ ๐‘œ๐‘กโ„Ž๐‘’๐‘Ÿ๐‘  ๐‘Ž๐‘  ๐‘ ๐‘–๐‘š๐‘–๐‘™๐‘Ž๐‘Ÿ ๐‘ก๐‘œ ๐‘œ๐‘ข๐‘Ÿ๐‘ ๐‘’๐‘™๐‘ฃ๐‘’๐‘ .โ€

My post showing a number of other cognitive biases impacting startup leaders:

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