4 Doctrines of persuasion in marketing
Researchers have been conducting studies over the past years to establish a relationship between psychological processes and content marketing. The causal effect correlation between the two can enable marketers to craft expedient solutions for their customers.
Having an understanding of consumer behaviors can potentially guide businesses to employ persuasive strategies to influence their viewers transitioning from the mere audience to loyal customers.
The four fundamental doctrines of persuasion include reciprocity, scarcity, authority, and consistency. As a wiki page maker, you can implement these universal elements to persuade your audience into paying greater attention to your content.
The first doctrine of persuasion – Reciprocity
To put it in simple words, human behavior revolves around giving back to others. May it be in the form of gifts, behavior or sheer services. The transaction between humans through actions is sought as an obligation and a responsibility. For example, if you are invited to a gathering, there is going to be an obligation for you to invite the host to your party in the future. Perceiving it from a social aspect, people are inclined towards saying yes to those they owe.
A series of studies were carried out in restaurants where customers were given a small gift along with their bills. Gifts ranged from fortune cookies to mints and liqueur. And it was noticed that those same customers were more likely to tip the waiters, tips increase to around 3%. Similarly, if the gift is increased in quantity the tips are expected to go as high as 14%.
In addition to that, in another scenario where the waiter compliments the customer with kind words whilst presenting the gift; tips will increase to 23%. This emphasizes the concept that it is not what you give but how you give it. And that’s where the principle of Reciprocity lies.
The second doctrine of persuasion – Scarcity
People often need things which they have less chances of gaining. An ideal example of scarcity is when British Airways informed its consumers in 2003 on how they will not be operating flights from London to New York twice a day. Which resulted in a massive increase in sales. Even though nothing had changed, all factors had remained the same except for the services becoming scarce. Which leads to consumers wanting it even more.
When it comes to persuading consumers into utilizing the doctrine of Scarcity it is essential to highlight the outcomes and uniqueness of products and services. Simply conveying the benefits does not do justice to propositions, which eventually leads to uncertain perceptions.
The third doctrine of persuasion – Authority
It is in human behavior to follow authoritative figures and set hierarchies and that roots from our basic survival instincts. It is the persona of credibility and knowledge that drives people to put their trust in others. For example, people would find it easier to trust someone in a uniform of authority than a common man when it comes to accepting suggestions and implementing them. Think about it, would you acknowledge suggestions from someone who is wearing a doctor’s robe or someone who has no lab coat on?
Science institutes an understanding of the importance of signaling features and functionalities that make a company or a person credible, knowledgeable and authoritative. That does not mean that you go around tooting your own horn on how amazing you are but instead, different means and mediums can be set to deliver it for you.
Another brilliant example of this is when a real estate agency increased its property appraisals and contracts by following a simple method that highlighted their authority. What they did was, they informed their customers regarding real estate agents credentials and expertise whenever a customer approached them to receive solutions and services. It went by the lines, “allow me to connect you with …. Who has an experience of over 13 years…” The impact of this increased appointments to 20% and contracts rose up to 15%.
The fourth doctrine of persuasion – Consistency
People prefer to remain consistent with things that they are familiar with. Consistency can be activated through initial commitments and responsibilities that are set in one by one. A research was conducted where two neighborhoods were asked if they would be down to set up a wooden sign that said: “drive safely”. Neighborhood number one had a majority that refused to support the safety campaign whereas the other neighborhood was four times more likely to erect the billboard.
The reason behind was ruled out from previous attempts where the second neighborhood had previously been asked to put up a postcard on their windows for the same campaign. Whereas the first neighborhood experienced no such thing. Through a series of initial commitments, consistency was led to change by 400%.
There we have 4 most important doctrines of persuasion for marketing which provide practical changes leading to greater success. It comes down to the ability of persuasion through psychological aspects to deliver adept solutions and receive adept responses.