Cialdini\u2019s ground-breaking book \u2018Science of Persuasion\u2019 has tremendous potential for application in not only marketing but in web marketing as well.<\/p>\n
The book revolves around the main underlying reasons a person says \u2018yes\u2019 or agrees to do something. This data is invaluable to the salesman.<\/p>\n
Cialdini found that there are 6 main reasons why a person would be swayed to do something. They are:<\/p>\n
We\u2019re going to go over each one of these and see how we can use it for your business on the web.<\/p>\n
Reciprocity<\/strong><\/p>\n 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\u2019t make the assumption that you have to do something big for someone, it can be as small as buying someone a coffee.<\/p>\n How can we use Reciprocity on the Web?<\/strong><\/p>\n Very simply. This ties directly in with the philosophy of content marketing.<\/p>\n 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.<\/p>\n Now, a person won\u2019t feel obliged at all to reciprocate (do you a favor) unless you\u2019ve given them VERY high quality content for free (or an extremely low price).<\/p>\n Don\u2019t 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<\/p>\n Examples of Considerably Valuable Free Content<\/strong><\/p>\n 1)\u00a0\u00a0\u00a0\u00a0\u00a0 High quality templates (email, images, documents, etc.)<\/p>\n 2)\u00a0\u00a0\u00a0\u00a0\u00a0 Free samples, free trials<\/p>\n 3)\u00a0\u00a0\u00a0\u00a0\u00a0 Exclusive video guides<\/p>\n 4)\u00a0\u00a0\u00a0\u00a0\u00a0 High quality e-books<\/p>\n 5)\u00a0\u00a0\u00a0\u00a0\u00a0 Any kind of a free download<\/p>\n In what way will a user reciprocate with me? <\/strong><\/p>\n This is crucial. Don\u2019t 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.<\/p>\n 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 \u2018thank you page\u2019 which they go to after they get your free content.<\/p>\n You can even spice it up by adding some animation, so you really get their attention.<\/p>\n Example<\/strong><\/p>\n An example could be the following text, largely displayed:<\/p>\n \u201cWe hope you enjoy [Your Product]! We worked really hard to make it for you\u201d Asking them to share on social media is an easy request. Of course, you are not limited to just this. But \u2018shares\u2019 and \u2018likes\u2019, are the easiest, low-bar way for them to reciprocate<\/p>\n","protected":false},"excerpt":{"rendered":" Cialdini\u2019s ground-breaking book \u2018Science of Persuasion\u2019 has tremendous potential for application in not only marketing but in web marketing as… <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[144,98],"tags":[37],"class_list":["post-674","post","type-post","status-publish","format-standard","hentry","category-advertising","category-marketing-2","tag-marketing"],"_links":{"self":[{"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=\/wp\/v2\/posts\/674","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=674"}],"version-history":[{"count":1,"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=\/wp\/v2\/posts\/674\/revisions"}],"predecessor-version":[{"id":675,"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=\/wp\/v2\/posts\/674\/revisions\/675"}],"wp:attachment":[{"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=674"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=674"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.clearimaging.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=674"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\n\u201cIn exchange, could you do us a favor?\u201d
\n\u201cShare our [Your Product] with your friends on [Your social media platform of choice]\u201d<\/p>\n