𝗪𝗶𝗻 𝗖𝗹𝗶𝗲𝗻𝘁𝘀 𝗮𝗻𝗱 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀
Updated: Jul 10, 2021
Mental shortcuts help us process information quickly and can be applied to impact decisions. It’s useful to keep these concepts in mind across your marketing and sales.
𝗥𝗲𝗰𝗶𝗽𝗿𝗼𝗰𝗮𝘁𝗶𝗼𝗻: If you do someone a favor, they are inclined to help you. Offering a free sample or report can generate interest.*
𝗖𝗼𝗺𝗺𝗶𝘁 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁𝗹𝘆 – 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.
𝗖𝗼𝗻𝘁𝗿𝗮𝘀𝘁 𝗮𝗻𝗱 𝗖𝗼𝗺𝗽𝗮𝗿𝗲: 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.
𝗦𝗼𝗰𝗶𝗮𝗹 𝗣𝗿𝗼𝗼𝗳: If someone seems familiar, you are more inclined to help them.** Feature recognizable clients in your case studies.
𝗟𝗶𝗸𝗶𝗻𝗴: If you like someone, you want them to succeed. Liking starts with finding things in common such as shared experiences.
𝗦𝗰𝗮𝗿𝗰𝗶𝘁𝘆: 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 𝘐𝘯𝘧𝘭𝘶𝘦𝘯𝘤𝘦: 𝘛𝘩𝘦 𝘗𝘴𝘺𝘤𝘩𝘰𝘭𝘰𝘨𝘺 𝘰𝘧 𝘗𝘦𝘳𝘴𝘶𝘢𝘴𝘪𝘰𝘯, 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 He actually has a newer version of the book called Influence, New and Expanded: The Psychology of Persuasion worth checking.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, you’ll have more success if you provide a reason since most people will be able to relate with your reason.
** According to Dr. Cialdini, “We use the actions of others to decide on proper behavior for ourselves, 𝑒𝑠𝑝𝑒𝑐𝑖𝑎𝑙𝑙𝑦 𝑤ℎ𝑒𝑛 𝑤𝑒 𝑣𝑖𝑒𝑤 𝑡ℎ𝑜𝑠𝑒 𝑜𝑡ℎ𝑒𝑟𝑠 𝑎𝑠 𝑠𝑖𝑚𝑖𝑙𝑎𝑟 𝑡𝑜 𝑜𝑢𝑟𝑠𝑒𝑙𝑣𝑒𝑠.”
My post showing a number of other cognitive biases impacting startup leaders: https://www.webuildscalegrow.com/post/f19935f0