We have already seen in “how Neuromarketing can help your virtual store” that persuasive arguments serve to convince a person – the internet user who visits your e-commerce site – to buy something, for example. Now we will see other triggers listed by the professor emeritus of Psychology and Marketing at Arizona State University, Robert Cialdini.
In 1984, Cialdini published a book called " Influence: The Psychology of Persuasion ," in which he lists six persuasive arguments that you can use to convince visitors to your e-commerce site to take actions such as subscribing to a newsletter, acquiring a store card, or making a purchase, among other actions. Check them out:
1- Attraction
Humans are most influenced by people they trust and like, that is, who give them a sense of friendship and sympathy.
2- Authority
Humans are most influenced by people who have a good reputation or importance within their field.
3- Consistency
Humans are more influenced by the pressure of commitment, that is, they have to deliver in real life what they promise or what they say they are.
4- Scarcity
Humans are more influenced by the fear of losing, that is, the will bends if the time or amount of something is not enough for everyone.
5- Social proof
Humans are more influenced by trends, that is, the more people use a product, the more it seems to them that the product is good.
6- Reciprocity
Humans are most influenced by exchanges of favors, that is, when someone gives them a gift, they are tempted to reciprocate.
Using these principles is very easy. Let's say you're an online training marketer and you want to sell that unique Digital Marketing Course. In that case, create a product description with:
– A “social proof” argument: Say that more than 10 people have successfully completed the training.
– A “scarcity” argument: make it clear that your training only has 100 spots and that 80% of them have already been filled.
– An “authority” argument: say that the director of company X and the manager of multinational Y thought the course was excellent. If possible, post a statement from each of these authorities.
Well, that's just an example, but the idea is this: all you need is to use your creativity to fit these arguments one by one in the middle of your product descriptions. This will make a huge positive difference in your sales.
