Website Magazine writer Tim Ash recently wrote an article taking six principles of universal persuasion written by Dr. Robert Cialdini, president of Influence At Work, and applied them toward more effective Internet marketing. First, Ash outlined the six principles which are reciprocation, scarcity, authority, consistency, consensus and liking, and then explained how some of the principles could be used by Internet marketers. Selling something online is hard because it’s hard for people to trust you unless they know you. Ash mentions using the principles to develop more trust in an online world of uncertainty.
- Authority: “Authority and expertise must be established before you ask someone to act. Otherwise you become a blowhard and self-promoter,” said Ash. The key to gaining trust online is to show information in an unbiased way. Dr. Robert Cialdini suggests that before the most compelling part of your argument, mention the weakness and drawbacks of your product or service. This shows that you know and acknowledge both the pros and cons of your service or product and shows trustworthiness because you’re willing to show a weakness. Then you can use the weakness to show the positive. Example: Avis: “We’re #2, so we try harder.” Avis points out they are only #2, but that is what’s forcing them to try harder to please the customer and improve their service.
- Consensus: Showing that others like you are doing something is more likely to get you to do the same. If Internet marketers can show testimonials from their potential customers’ peers, they are more likely to see their product. Lead with the most comparable circumstance and include testimonials from experts as well as peers for the most effective Internet marketing.
Click to read the full article Creating Influence and Trust in a Place of Uncertainty, in more detail.
