Benjamin
๐ช๐ถ๐ป ๐๐น๐ถ๐ฒ๐ป๐๐ ๐ฎ๐ป๐ฑ ๐๐ป๐ณ๐น๐๐ฒ๐ป๐ฐ๐ฒ ๐๐ฒ๐ฐ๐ถ๐๐ถ๐ผ๐ป๐
Updated: Jul 10, 2021

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 He actually has a newer version of the book called Influence, New and Expanded: The Psychology of Persuasion worth checking.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