Getting Started with Digital Psychology and Persuasion.
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Every day could seem unpromising, but eventually, when enthusiasm meets opportunity, the event appears to be a miracle. That was the reality of my story at the beginning of this past week. I’ve always been a keen learner on the very bulky theme and disturbingly confusing maze of the digital marketing field, trying to get a hold of my feet. It wasn’t long till I discovered CXL Institute, though, after wandering for so long. To cut the long story short, I couldn’t be denied a scholarship for my ingenuity and undeniable passion; seemed easy though, I was rather prepared, I would say.
My utmost discovery on getting to know about CXL Institute sparked in me, the long lingering passion, I never knew existed. It had been sleeping due to lack of awareness and I was numb to its reality: the powers that lie behind a 100% conversion rate. I began thinking in line with all contents placed on the website, as every one of them apiece pointed to one sole business purpose; Conversion. Conversion, I would regard as the life of any business growth, simply put, if you aren’t converting prospects to buyers, even recurrently, how would your business grow? Therefore, the need to understand how your customer thinks, resonating aptly with their pain points, which is the major pivotal skill the Institute offers.
The whole course was timed for approximately 48 hours. My learning hormones were high, however, after diving into the introductory aspects, taking my time to have a full and in-depth grasp of the first module, the reality of my reading pace dawned on me, making it clear it’s not a two-day course.
So far, I’ve been able to cover a few lessons in the first module of the first Chapter of the course; People and Psychology taught by Peep Laja. They include;
- Roberto Cialdini’s seven principles of persuasion.
- Dr B J Fogg behaviour model.
- Lessons from neuromarketing.
- A big list of persuasion techniques.
People and Psychology with Peep Laja
For high converting sales, Persuasion could be regarded as the chief and topmost requirement, however, not a stand-alone as all other ingredients ought to have been put in place. There are various persuasion skill set you could deploy to achieve a very high return on investment on any campaign or better still, to achieve a business goal. Nevertheless, it is essential to note that sparing usage, that is, simplicity in usage gives you a full effect, therefore, it is advised not to go overboard with techniques all at once. Let me take walk you through a bit of the essential I’ve learnt over the past week.
Roberto Cialdini’s 7 Principle of Persuasion
Cialdini’s principles of persuasion are strongly based on influencing the target audience. They are:
1. Reciprocity
2. Commitment and Consistency
3. Social Proof
4. Authority
5. Liking
6. Scarcity and Urgency
7. Unity ( New)
1. Reciprocity
This principle is simply based on generosity play. At the core of every human is not wanting to be indebted. Therefore, giving a little something or doing a little favour compels a payback.
2. Commitment and Consistency
Everyone wants to been seen as true to their professions. Therefore, if I say I’m this, I live up to it and do not want to be perceived as a liar. Its practicality is as basic as giving a grand task in bits, hence, once started, they’re compelled to see it through.
3. Social Proof
This is a principle-based on the idea of human’s core belief system rooted safety in numbers. Nobody wants to feel stupid going a different route out of a thousand. On the contrary, you’d query your buying decision if you’re the only one buying from a brand when all others are struggling for a substitute product from another brand.
4. Authority
People are more likely to take action if told to do so by a trustworthy figure. Most times, celebrities are most times used in this method of persuasion depending on the niche of business.
5. Liking
People are kor likely to believe, trust or buy from people we already like. As a business owner, gaining the likeness of your customer by associating with their major pain point or reason for consulting with you does this magic. A valid example is a pet store owner building the staffs association with various pets to signal a great sense of likeness from pet owners that come by for patronage.
6. Scarcity and Urgency
The human reasoning, when making a buying decision, is more sensitive to exclusive things and that is hard to come by. Moreso, when you’re made to believe something is in short supply, you want more.
7. Unity ( New)
Here’s a new addition to the list which utilizes the inclusion principle with your customer. Being genuine enough, all you need is identify common ground or shared identity with your prospects. According to Cialdini, this principle moves beyond the surficial similarities but can still be having some traits similar to the liking principle.
Dr B J Fogg Behaviour Model
Dr B J Fogg from Persuasive Technology lab at Stanford University based on research on credibility and behavioural design postulates that three elements must be present for a behaviour to occur. They are:
1. Motivation
2. Ability
3. Trigger
1. Motivation
They are subcategorized into three:
- Motivator 1: Pleasure/pain
- Motivator 2: Hope/Fear
- Motivator 3: Social Acceptance/ Rejection
2. Ability
More important that motivation; advised simplicity of the task whatsoever it might be.
3. Trigger
This can be regarded as a proper call to action which won’t occur even if both motivation and ability are high. They are of two types:
- Hot trigger: Direct actions you can take e.g Download now
- Cold trigger: Indirect actions e.g awareness ads on billboards.
Lessons from Neuromarketing
This was majorly centred on the old brain which is responsible for decision making: confirmed age-long research.
The Old Brain is:
1. Self Centered
2. Sensitive to Contrast
3. Values tangibility: Simplicity
4. Values First and Last: Novelty
5. Responds more to Visual
6. Can only be triggered by Emotion
Formula
1. Address the pain
2. Differentiate your claims
3. Show proofs of claims
To deliver the Old brain
- Start with a grabber
Tips
- Don’t be selfish, the old brain is all about what’s in it for me.
- Provide contrasts always
- Use simple communication
- Be clear about your Unique selling points
- Engage visuals
- Deploy empathy (involve emotions)
A Big List of Persuasion Techniques (Part 1)
I couldn’t finish this up, hence the part 1 pointer. It’s a huge list, which I’d continue next week. However, here are the topics
1. Focusing Effect
2. Context-Dependent Memory
1. Focusing Effect
Here’s a technique which thrives on the truth that we can only pay attention to a few things. Therefore, for a highly effective campaign, copies should follow the rule:
- Keep it short
- Keep it simple
- Three’s a charm
2. Context-Dependent Memory
Here’s a technique which thrives on the truth that we tend to forget things when we’re out of context. This technique thrives on using contextual cues across media which helps in facilitating the recall of your brand.
Stay tuned on my learning experience with CXL Institute.
