How can you apply it?

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Another factor in persuasive marketing is consistency. It is activated by seeking, and asking for, small initial commitments that can be made.

The study
Once upon a time, on a neighborhood street, few people were willing to display an unsightly sign in their front yard to support a road safety campaign.

But on a similar street, four times as many homeowners were willing to display the sign.

Why? Because ten days earlier, they had loan officer email list agreed to put a small sticker on their windows to support the campaign. This small sticker was the initial commitment that led to the 400% increase .

When seeking to influence using the consistency principle, the influencer should seek voluntary, active, and public commitments and put them in writing .

For example, to reduce missed appointments at a health centre by 18%, patients (not secretaries) were asked to write down details of their next appointment on a card.

When interacting with your audience on social media , don't be afraid to ask for small commitments. For example, ask them to share the link to your eBook before downloading it.



5. Sympathy
People prefer to say “yes” to people they like. But what causes one person to like another? Science says that there are 3 important factors involved:

People who are similar to us .
People who compliment us .
People who cooperate with us on common goals .
The study
In a series of studies conducted at two business schools, a group of MBA students are told to adopt the “time is money” idea in a meeting and get straight to the point.

In this group, 55% were able to reach an agreement with the person.

The second group was told to exchange some personal information, identify common interests, and then begin negotiations before starting negotiations.

In this group, 90% were able to achieve satisfactory results .

How can you apply it?
To take advantage of this powerful principle of generating rapport, look for areas of interest that you share with others and provide genuine praise before entering into a negotiation process .

Other ideas that may work are:

Be warm and personable. Whether you're on LinkedIn or Google+, talk to people as if you were interacting with them at a cocktail party.
Give people what they want. For example, if you know someone is searching for research studies on mobile app marketing and you come across some information, share it with them.
Be polite. If you can't say anything nice, don't say anything at all.
Be funny. If you have a sense of humor, don't be afraid to show it. People love to laugh, even in professional settings.
how-to-use-persuasion-marketing
There is also room for jokes on Avinash Kaushik's professional Facebook page.

People prefer to say “yes” to people they like.

6. Consensus
People look at the actions of others to determine their own.

The study
Some hotels place small signs in the bathrooms to encourage guests to reuse towels.

Most do this by informing guests about the environmental benefits of reuse. This strategy generates a 30% compliance rate.

But what if you apply the principle of consensus and include on the sign “75% of our guests reuse towels, please do the same”?

Changing a few words on a sign to honestly point out what other guests have done is the most effective message. In fact, this action led to a 33% increase in towel reuse .

How can you implement it?
Science is telling us that instead of relying on our ability to persuade others, we can point to what others are already doing, especially if those others are similar to us.

Some resources implemented in social media marketing through the principle of consensus are:

Subscriber or follower counter. Do a lot of people follow this blog? You should follow it too.
Reviews. If you see that a book has over 500 reviews and an average of four stars, you will be more likely to buy that book instead of one without any reviews.
Comments. Articles with hundreds of comments suggest that it's a really good (or really controversial) post, and you'll be more tempted to check out what's going on.
Social Counter: If you see that an article has been tweeted 1200 times, you are more likely to read it than an article that has been tweeted 5 times.
These are the 6 scientifically validated principles of Persuasive Marketing that provide small, practical, and often cost-free changes that can make a big difference in your ability to influence and persuade others in a completely ethical manner.