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Robert Cialdini, a professor at Arizona State University, has identified a 6-principle model to explain what drives us to say yes.
These principles are nothing but shortcuts that people often take automatically in today’s information-overloaded world to avoid analyzing every pro and con of their actions. But what are these shortcuts?
Reciprocity
Shortcut number 1 is Reciprocity:
people, by nature, are inclined to say yes if they receive something in return, especially a gift.
We’re programmed to treat others the way we’ve been treated, and many of us dislike the feeling of being indebted to someone.
How to use this principle to gain conversions?
For instance, if we want to obtain personal data from potential customers, we can offer something useful and interesting in return, such as a free downloadable ebook. When we offer something first, people feel indebted to us; this uncomfortable feeling will drive them to accept what we propose later.
This principle is even more effective when what we offer for free is also exclusive and personalized to individual needs: this way, people will feel even more special.
Scarcity
The second principle is Scarcity:
The rarer, more exclusive, or more limited a product is, the more people desire it.
We have the perception that a product becomes more attractive when it appears to be in limited supply. For this reason, we’re more likely to purchase something if we’re informed that:
- it’s the last/one of the last pieces left,
- there’s a special price offer ending soon.
Faced with this information, we’re inclined to believe that we’re missing out on a great opportunity and must act quickly (and without reflection).
Everyday examples of this principle’s use in marketing are:
- Booking.com’s website, which often notifies us that this is the “last room available at this price!”
- Poltrone e Sofà’s persistent advertising with the inevitable “offer ends on Sunday!”
We’re naturally attracted to exclusive things. We assume that things that seem hard to obtain are better than those readily available to everyone: in our minds, the equation is scarcity = quality.
How to use this principle to gain conversions?
We need to instill in customers a sense of urgency using the two methods mentioned above: stating that our product is available
- in limited quantities;
- for a limited period of time.
For example, analyzing the click-through rate of two ads with the same graphics but different copies, we recorded more clicks on the ad that utilizes the scarcity principle with the phrase “subject to availability.” This ad achieved a CTR of 22.45% compared to an average of 21.50% and converted at 17.47% compared to an average of 16.30%.
Authority
The third principle is Authority:
people are more inclined to accept the opinions of those considered experts in the field.
We’re naturally wired to follow people who seem to know what they’re doing. A sense of authority comes through in titles, demeanor, attire. That’s why those selling cosmetic products often wear a white lab coat in TV commercials: by associating the lab coat with the authority of a doctor, people are mistakenly inclined to trust the marketed product more, even if it’s not a medication.
How to use this principle to gain conversions?
To leverage this principle, it’s beneficial to emphasize the importance of our certifications and titles (“specialist in…”) and offer quality content that demonstrates our “expert” capabilities, eventually gaining recognition as experts within the community we wish to conquer.
Consistency
The fourth principle is Consistency:
People want to be consistent with what they’ve just said or done.
We all want others to admire our consistency; we want to align with our ideal image.
In a world bombarding us with choices every day (phone company, laptop, car…), for convenience, after making a decision, we remain loyal for all subsequent choices.
How to use this principle to gain conversions?
We ask our customers to do something low-commitment (click on a multiple-choice option, sign for a good cause) and then ask them to continue with a more significant action consistent with the first (make a donation for the same good cause).
Likability
The fifth principle is Likability:
People prefer to say yes to people they find likable (…and attractive).
The more we like someone, the more we’re influenced by them. The more someone resembles us, the more we’re influenced by them. That’s why we trust our friends’ opinions and the celebrities we avidly follow.
How to use this principle to gain conversions?
Our brand must be attractive: website, social media; everything must be coordinated, interesting, well-designed, and functional.
We must resemble our target audience: speaking like them, supporting the same causes, embodying the same values. We must make them recognize themselves in us and be happy to buy our products.
Consensus
And now, the sixth principle, Consensus:
When in doubt, people look at and imitate the behavior of those around them.
That’s how we’re wired: we do what we see other people around us doing. If all our friends order a “mimosa,” it’s likely we’ll also order one, even if we have no clue what it is. Similarly, if we read on an e-commerce site that “15,356 other users have purchased this product!” there’s a higher chance we’ll purchase it too. Big numbers reassure us because they tell us that if many others have made the same choice, it can’t be too wrong.
How to use this principle to gain conversions?
Clearly communicate to our customers how many other users have downloaded our ebook/utilized our services/purchased that specific product. Reviews on e-commerce sites serve the same purpose.
Conclusion
If we correctly (and ethically) apply these shortcuts in our marketing campaigns, we increase the likelihood that our customers will say yes to us.
Haven’t we persuaded you yet? Here are the 6 Principles of Persuasion explained in a video.
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