Since humans first developed language, we have been persuading. Different tribes persuaded another tribe to join forces or trade food and silk. Persuasion caused many wars. With that said, persuasion, while the concept remains the same, has changed its methods throughout history.
First, how many persuasive messages we have had has grown. Just a hundred years ago, there weren’t many good ways to communicate with the populace. Now, you log on social media and see advertisement upon advertisement, or people trying to persuade you to believe what they believe. Persuasion can travel much faster thanks to the advent of technology.
The goal of an advertisement is to get you to buy their product or support their belief and to do that; an advertiser will use many ways to speak to as many people as they can. In modern times, persuasion is more subtle than it used to be. People don’t like being blatantly advertised to, so a firm has to learn to get the message across in a way that doesn’t sound pushy or like they are being advertised to. Subtle imagery and suggestions are needed if companies want to persuade someone. Persuasion is even tougher as well because, on the Internet, everyone is competing to get their name out. Someone has to persuade you in a way that makes you want to buy their product over the product of someone else.
Principles Of Persuasion
One theory about persuasion is that six principles make it up. Let’s look at all six and see what they entail.
Reciprocity Principle – This persuasion principle simply involves you paying back what you were given. If someone gives you something, you may feel persuaded to give something back to complete your exchange. Being reciprocal is wired in our DNA, it seems like. If you offer someone something, you should make it exclusive and make it personal. This will make the person feel like they are indebted to you.
We would like to believe that we are diverse in our many choices throughout life. However, we also have a comfort zone. When we are hounded with different choices, we may want to stick with what we know to make it easier, and because the unknown is much more feared. So if you want to persuade someone, you should commit. You may do this by having a brand that a person will recognize whenever they need something.
One way you can keep someone is to ask them to do something small first, and once they’ve bought your product, reward them with loyalty deals. We all know of loyalty programs. It’s a good way to keep the customer coming back. You want to sound like a friend, not some stranger or someone that is trying to sell someone. You should never outright tell someone that you care, or that they should trust you. Because here’s the thing, it sounds fake. Instead, you convey this with tone. With the tonality, you can essentially do the following:
- Show that you’re trustworthy
- Show that you have the best interests at heart
- Show that you care to them
- Show the empathy at hand
- Show that you have a secret and something scarce.
- Show that you’re certain of what you’re selling or whatever
- Show that you can be trusted
Remember, with the six elements of persuasion, all of what you do here fits into that. One of them especially is scarcity. You want to show them that it’s something that you want to give to them, and something that few possess. It’s important to remember this because scarcity builds interest, and you should make sure that you bring that forward.