In part 1, we looked at the copywriting classic, “Influence: The Psychology of Persuasion” to see just how, exactly, we could implement the ideas in this book in writing.
The first 3 techniques were covered: Reciprocation, Commitment and Consistency, and Social Proof. Now it’s time to take a deeper look at last 3, Liking, Authority and Scarcity.
#4 Liking
Oddly enough, Dr. Cialdini uses a Tupperware party as the perfect setting to put the rule of liking into practice. What’s more, the party also sets its participants up to buy by incorporating reciprocity, commitment and social proof. Others that do the same? Pampered Chef and practically every other home-party setting sales structure.
Why do they work? Because customers are ultimately buying from a friend. Each person who attends knows full well that the hostess gets a cut of the sales her friends make. So, in order to help a friend, most people will order at least a little something.
Granted, we aren’t after pity sales. But we do want people to buy, request a quote, contact us for an appointment or take any number of other actions while on our sites. So that begs the question, what can you do to make people like you when you’re dealing with the written words?
It may not happen with a knee-jerk reaction. It may take an exposure or 2 before people decide they like who you (or the client you’re writing for) and are willing to trust you. Here are a few things that can sway people in your direction.
1. Offer Something Free. It could be a free, good-quality ebook that you’ve written. Keep in mind that, if you give away junk, your site visitors’ impression of you will be ruined.
2. Make Yourself Accessible.  People don’t like people who appear distant or who seem to hide from contact.
3. Be Personal. Sharing something about yourself (or the client you’re writing for) can help people see a friendly side of you.
4. Make a Connection. People like those who are similar to them or who have had similar experiences. If you’re writing to a particular target market (say, virtual assistants), you could mention that you are (or used to be) a VA (if the statement is true).  This will help the VAs that come to your site feel connected to you.
#5 Authority
“I was only doing my job” is just 1 of many clichés that you hear on a semi-regular basis. People do what authority figures expect them to do the majority of the time. If you position yourself as an authority figure and tell your site visitors what to do, they will do it *IF* they believe you command the authority you say you do. This is just 1 reason celebrity and athlete endorsements work so well.
How do you get them to believe? With quantifiable, verifiable proof of performance.
1. Give Your Title. According to Cialdini, “Titles are simultaneously the most difficult and the easiest symbols of authority to acquire.” When appropriate, list your title with your name and/or photo.
2. Provide Past Successes. On an About Us page or in case studies, you can outline the specifics of what you’ve done for who, how it worked and what the exact results were. This goes a long way in showing people you are someone of authority who gets things done.
3. Dress the Part. If you’re doing a video, posting photos or have other visual elements on your site, dress the part. If you’re a business executive, wear a suit. If you’re a lifeguard, wear your official uniform/swimwear. People strongly relate dress to authority.
#6 Scarcity
This is not a new principle for copywriters. The ideas of working in scarcity, urgency and loss are commonplace. But the ways in which Dr. Cialdini describes the reactions within the human mind are interesting, to say the least.
“The idea of potential loss plays a large role in human decision making. In fact, people seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value. For instance, homeowners told how much money they could lose from inadequate insulation are more likely to insulate their homes than those told how much money they could save.”
In addition, Dr. Cialdini explains, “Participants in a consumer-preference study were given a chocolate-chip cookie from a jar and asked to taste and rate its quality. For half of the raters, the jar contained 10 cookies; for the other half, it contained just 2. As we might expect from the scarcity principle, when the cookie was 1 of only 2 available, it was rated more favorably than when it was 1 of 10.”
There is something in our brains that makes us desperately not want to lose out.
How do you create scarcity? It’s harder now than it used to be because so many scammers have seriously overused this technique. Here are some things to consider.
1. Write Copy Focusing on Loss, not Gain. As Dr. Cialdini said, people respond more when addressed with a loss than a gain.
2. Promote the End. If you’re having a sale, make sure you promote the end date so people understand the urgency.
3. Use Loss-Based Phrases. If it is the truth, you might include terms like “once they are gone, they are gone,” “don’t miss out on _________”, “only ______ left” or “after [DATE], you’ll miss your chance to ______________.”
4. Honor Your Word. If you say the sale will end on Thursday then end it on Thursday. Customers who think you’re trying to trick them will quickly lose trust and stop buying.
Don’t own “Influence: The Psychology of Persuasion”? Buy it from Amazon for around $11 – $15. This is one book I’ve owned for years and have re-read at least 3 times now. It’s a great classic every copywriter needs.
(c) 2011Â Karon Thackston, All rights reserved.
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Had to read a couple of times to sink in.. very interesting