In my book ‘Easy Marketing for Women’, I talk about the six tools of persuasion – simple principles first outlined by Robert Cialdini, the expert on persuasion.

These principles stand the test of time… so let’s explore some ways to apply them in our marketing.

Commitment

Once customers have committed to buy something from you, it’s fairly easy to ask them to take the next step. This works on the psychology that once we’ve committed to ‘yes’, we don’t like to about face and say ‘no’. Selling lawn seed? Promote the best fertilizer to go with it. Never let an opportunity go by to sell more to an interested, convinced customer.

Authority

We naturally believe people with authority: well-known people, or well-accredited people. For instance, if David Koch says it’s a good idea to do a business plan, you’d believe it. There is also the authority of statistics and logical conclusions. In your sales copy, find some valid statistics or quotes from authorities to back up what you’re saying.

Social Proof

There have been many experiments to prove that if we see similar others doing something, then we will do it too. Using testimonials and case studies gives us this social proof. Writing from the perspective of a real person who uses your product can be a winner as well – just be careful to always sound the same.

Reciprocity

Another psychological principle is the tendency to want to give when we have received. This is the reason that free gifts or free advice are a powerful marketing device. The more valuable the gift to the user, the more they will want to give back.

Liking

Advertising genius, Claude Hopkins, most often used a persona in ads, so that a man was talking, not "a soulless corporation". He used a signature in the ads too. He was always very careful to carry the same tone in series of ads.

Since we tend to buy from people who we like, why not be personable in your web copy, ads, and brochures. While everyone else is talking guff and trying to sound impressive, you’ll win more sales by being enthusiastically yourself.

Scarcity

When we feel that we could miss out on something really good, it makes us hurry up and buy. Sure, we can all tell when scarcity sounds fake, e.g. "only 36 copies at this price", but if you give a valid-sounding reason for the 'limited stock/limited time sale', then you’ll be more effective in your sales.

So next time you’re preparing a marketing message, don’t forget these principles – and the fifth P of marketing: people!

To attract ideal clients and dramatically increase your income, I suggest looking at my 'Easy Marketing for Client Attraction' coaching program. It includes everything you need to know to prioritise what to work on first, and how to continually get new clients. It's all step-by-step, with me critiquing your marketing all the time. That's why clients have gotten great results from it. It's so easy!