Whether you like it or not, people are trying to influence you everywhere. You may not be aware of it, but you’re also dramatically influencing others in your daily life too, including friends, family and your coworkers. This is happening in social conversations, online, offline, in stores, at dinners, on the mountains, etc. The power of influence is everywhere.
Persuading people isn’t always easy. That’s why brands and influencer marketers use strategy and science to increase the chances of sales and brand affinity based on the psychology of influence. These seven principles will give enhance your ability to get others, including your customers, to say “yes.”
1. Authority (Credible Expert)
Positioning yourself, or your company, as an expert is one strategy that’s sure to deliver positive results. It’s human nature to want to know what the experts think and get the best advice from the most respected people and businesses before making a decision. Think about how you can market your brand persona, products, and influencer network as not only the best, but also the most trusted and build authority.
The likeability factor doesn’t mean that you’re the nice guys, it means you have honesty, clarity and vision. Essentially it’s the idea that people believe what you say to be the truth. These factors all lead to likeability and a mutual understanding that you’re on the same page as your customers.
Having sat through hundreds of pitch meetings, I can tell you one thing for sure… unlikeable entrepreneurs never get funded. (Guy Kawasaki)
3. Consensus (Popularity)
Ever heard the phrase, getting on the bandwagon? I’m sure you have, and that’s because it’s part of the psychology of influence. The scientific community is not infallible or always right. However, when the majority of the evidence available supports a position, it’s reasonable to hold it as a tentative conclusion regardless.
A consensus is when people decide what’s appropriate for them to do in a situation by examining what others are doing. Social influencer marketing tactics like, everyone’s doing it, or we’re number one and the most popular, are all examples of this concept.
4. Social Proof
Use social proof to ease the mind of worried customers. Social proof is a psychological phenomenon where people assume the actions of others reflect correct behavior for a given situation. With the emergence of social media and social influencers, comes social proof as one of the greatest forces to influence buying decisions. People don’t always need facts to be convinced, they look around and listen to friends, family and bloggers who are endorsing products and services.
5. Consistency (Commitment)
In order to persuade someone else you must alter their thought patterns. You want to give a buyer just enough information or samples to feel more inclined to come back and purchase another item. While at the same time, still allowing your target to feel as though they made a free choice. A person’s beliefs, values, models and actions need to be in alignment and agreement before they’ll take action.
Boost customer desire by using the concept of scarcity in your marketing strategy. This basically means that when we, as humans, want something we cannot have it drives us to desire the object even more. Sounds crazy, right? Well, it’s not. Humans place a higher value on an object that’s scarce than one that’s always available. This is why brands market products for a limited time, supply or audience.
Favors, gifts or concessions typically generate a feeling of indebtedness. This means we get something from someone else and automatically feel that we should give them something back in return. If someone does something nice for you, naturally you’d like to do the same for them. Free samples and the gift of content, or information, are all ways to drive customers back to your shop and create feelings of reciprocation.
Human behavior and the study of psychology are complicated and often misunderstood topics. The more you study and learn the psychology of influence and how it relates to your influencer marketing strategy, the better able you’ll be at relating to your audience and changing their behaviors in your favor.