Using Psychology for Web Marketing

Cialdini’s ground-breaking book ‘Science of Persuasion’ has tremendous potential for application in not only marketing but in web marketing as well.

The book revolves around the main underlying reasons a person says ‘yes’ or agrees to do something. This data is invaluable to the salesman.

Cialdini found that there are 6 main reasons why a person would be swayed to do something. They are:

• Reciprocity
• Consistency
• Social Proof
• Authority
• Liking
• Scarcity

We’re going to go over each one of these and see how we can use it for your business on the web.

Reciprocity

If you do something for somebody, they are more likely to do something for you in the future, because of care and kindness you had shown them. And don’t make the assumption that you have to do something big for someone, it can be as small as buying someone a coffee.

How can we use Reciprocity on the Web?

Very simply. This ties directly in with the philosophy of content marketing.

The whole basis of content marketing is that you are creating highly valuable content for people (not search engines) and you are giving it to them for free.

Now, a person won’t feel obliged at all to reciprocate (do you a favor) unless you’ve given them VERY high quality content for free (or an extremely low price).

Don’t get the idea that all you need to do is pump out 100 Ezine-style articles and then when people read them they will feel indebted to you! Not the case at all. On the web, since so much is free ALREADY, you have to go above and beyond in order to make a person feel they should reciprocate with you. You need to delivery considerably valuable free content

Examples of Considerably Valuable Free Content

1)      High quality templates (email, images, documents, etc.)

2)      Free samples, free trials

3)      Exclusive video guides

4)      High quality e-books

5)      Any kind of a free download

In what way will a user reciprocate with me?

This is crucial. Don’t assume that just because you give someone a free download that they will then tell everyone how great your website is and share you on all social media platforms. You must, must ask and direct them.

What you should do is, after the person gets the free valuable content from you, you then ask them directly to help you out. It is very appropriate and you should not feel any back-off doing this. Your request can go on a ‘thank you page’ which they go to after they get your free content.

You can even spice it up by adding some animation, so you really get their attention.

Example

An example could be the following text, largely displayed:

“We hope you enjoy [Your Product]! We worked really hard to make it for you”
“In exchange, could you do us a favor?”
“Share our [Your Product] with your friends on [Your social media platform of choice]”

Asking them to share on social media is an easy request. Of course, you are not limited to just this. But ‘shares’ and ‘likes’, are the easiest, low-bar way for them to reciprocate