{"id":11831,"date":"2022-09-12T11:48:22","date_gmt":"2022-09-12T11:48:22","guid":{"rendered":"https:\/\/thebusinessculture.co.uk\/hey\/?post_type=know-how&p=11831"},"modified":"2022-09-12T11:49:42","modified_gmt":"2022-09-12T11:49:42","slug":"how-to-apply-cialdinis-six-principles-to-your-business","status":"publish","type":"know-how","link":"https:\/\/thebusinessculture.co.uk\/hey\/know-how\/how-to-apply-cialdinis-six-principles-to-your-business\/","title":{"rendered":"How to Apply Cialdini\u2019s Six Principles to Your Business"},"content":{"rendered":"

Published in 1984, Robert Cialdini\u2019s Influence: The Psychology of Persuasion <\/em>made waves in the world of sales and marketing. Cialdini put forward six principles that pay attention to the shortcuts consumers make when making buying decisions.<\/p>\n

Even today, by considering these six aspects of decision making, you\u2019ll find that you can greatly influence the consumer, strengthen a marketing message, and, ultimately, persuade curiosity to convert into custom.<\/p>\n

 <\/p>\n

Reciprocity <\/strong><\/p>\n

Consumers will be more likely to choose you if you\u2019ve made their lives easier or provided value in some way. They don\u2019t owe you anything, but by sweetening the deal through the likes of informative content, coupon codes, trial subscriptions or a free eBook, you\u2019ll strengthen your appeal and sway the consumer your way.<\/p>\n

 <\/p>\n

Scarcity<\/strong><\/p>\n

By highlighting a sense of scarcity in what you offer, you can capitalise on people\u2019s \u201cfear of missing out\u201d and essentially encourage them to make a decision. Popular in e-commerce, it\u2019s the typical one-day-only offer, limited edition range, exclusive deal for gold members \u2013 you get the idea.<\/p>\n

People naturally want something more if there\u2019s less of it, or if there\u2019s a chance that they won\u2019t be able to get it in the future. So, wherever you\u2019re communicating with consumers about what you can offer, create an air of urgency and scarcity, and they\u2019ll be more likely to act there and then.<\/p>\n

 <\/p>\n

Authority<\/strong><\/p>\n

Consumers will always be influenced more strongly by a brand that holds authority. In all your marketing communications you should be conveying your experience and knowledge. Bolster your website with a solid About Us section, use technical language where appropriate, and make use of quotes from authoritative voices in your sector.<\/p>\n

When consumers see that you\u2019re in the know and a force to be reckoned with in your field, they recognise the authority, trust is developed, and they\u2019re more likely to choose you.<\/p>\n

 <\/p>\n

Consistency<\/strong><\/p>\n

Nurturing consumers with small, regular pieces of valuable content on social media, perhaps convincing them to complete a small action like signing up to an email newsletter, then communicating on a regular basis, is a sure-fire strategy to ensure your brand remains at the forefront of their mind. When the time comes for them to buy, you\u2019ll be in pole position.<\/p>\n

 <\/p>\n

Liking <\/strong><\/p>\n

It should come as no surprise that people are influenced more strongly by others when a business is likeable and relatable. In your marketing communications you should be trying to elicit a response by being human. Share more personal content, build rapport, engage in relationship building with consumers, and give them a reason to smile.<\/p>\n

The type of people you\u2019re trying to reach will relate to you, they\u2019ll enjoy your messages, and you should then be their first consideration.<\/p>\n

 <\/p>\n

Consensus<\/strong><\/p>\n

Humans are social by nature and it\u2019s a fact that we pay serious attention to the experiences of others who have been in a relatable situation and faced similar pain points. By clearly sharing your reviews and testimonials across your marketing channels, you can satisfy this social urge and highlight exactly what you can do for a customer.<\/p>\n

Consumers will see how people in the same boat have come to your brand and had their problems solved, followed by making their own decision to buy based largely on this consensus.<\/p>\n

 <\/p>\n

Ask us for business advice<\/strong><\/p>\n

For clear, bespoke and actionable advice that will help you to grow your business in a sustainable way, call our Northern office on 01482 235575, our London office on 0207 885 0605 or fill in our contact form<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Published in 1984, Robert Cialdini\u2019s Influence: The Psychology of Persuasion made waves in the world of sales and marketing. Cialdini put forward six principles that pay attention","protected":false},"author":12312793,"featured_media":7808,"template":"","know_how_category":[],"class_list":["post-11831","know-how","type-know-how","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/know-how\/11831","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/know-how"}],"about":[{"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/types\/know-how"}],"author":[{"embeddable":true,"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/users\/12312793"}],"version-history":[{"count":1,"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/know-how\/11831\/revisions"}],"predecessor-version":[{"id":11833,"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/know-how\/11831\/revisions\/11833"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/media\/7808"}],"wp:attachment":[{"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/media?parent=11831"}],"wp:term":[{"taxonomy":"know_how_category","embeddable":true,"href":"https:\/\/thebusinessculture.co.uk\/hey\/wp-json\/wp\/v2\/know_how_category?post=11831"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}