
Mental shortcuts help us process information quickly and can be applied to impact decisions. Itโs useful to keep these concepts in mind across your marketing and sales.
๐ฅ๐ฒ๐ฐ๐ถ๐ฝ๐ฟ๐ผ๐ฐ๐ฎ๐๐ถ๐ผ๐ป: If you do someone a favor, they are inclined to help you. Offering a free sample or report can generate interest.*
๐๐ผ๐บ๐บ๐ถ๐ ๐๐ผ๐ป๐๐ถ๐๐๐ฒ๐ป๐๐น๐ 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.
๐๐ผ๐ป๐๐ฟ๐ฎ๐๐ ๐ฎ๐ป๐ฑ ๐๐ผ๐บ๐ฝ๐ฎ๐ฟ๐ฒ: 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.
๐ฆ๐ผ๐ฐ๐ถ๐ฎ๐น ๐ฃ๐ฟ๐ผ๐ผ๐ณ: If someone seems familiar, you are more inclined to help them.** Feature recognizable clients in your case studies.
๐๐ถ๐ธ๐ถ๐ป๐ด: If you like someone, you want them to succeed. Liking starts with finding things in common such as shared experiences.
๐ฆ๐ฐ๐ฎ๐ฟ๐ฐ๐ถ๐๐: 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.
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This post is a homage to ๐๐ฏ๐ง๐ญ๐ถ๐ฆ๐ฏ๐ค๐ฆ: ๐๐ฉ๐ฆ ๐๐ด๐บ๐ค๐ฉ๐ฐ๐ญ๐ฐ๐จ๐บ ๐ฐ๐ง ๐๐ฆ๐ณ๐ด๐ถ๐ข๐ด๐ช๐ฐ๐ฏ, 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 He actually has a newer version of the book called Influence, New and Expanded: The Psychology of Persuasion worth checking.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, youโll have more success if you provide a reason since most people will be able to relate with your reason.
** According to Dr. Cialdini, โWe use the actions of others to decide on proper behavior for ourselves, ๐๐ ๐๐๐๐๐๐๐๐ฆ ๐คโ๐๐ ๐ค๐ ๐ฃ๐๐๐ค ๐กโ๐๐ ๐ ๐๐กโ๐๐๐ ๐๐ ๐ ๐๐๐๐๐๐ ๐ก๐ ๐๐ข๐๐ ๐๐๐ฃ๐๐ .โ
My post showing a number of other cognitive biases impacting startup leaders: https://www.webuildscalegrow.com/post/f19935f0
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