Psychological Conversion Triggers-More Clicks, Leads & Sales

A professor of psychology and marketing, Cialdini lays out six ways you can get people to say yes to what you're asking. Anyone who sells things for a living, online or offline, should know, love, and live these principles:

Reciprocity

Commitment & Consistency

Liking

Authority

Social Proof

Scarcity

In this section we look at all of these in detail

The principle of reciprocity means that when someone gives us something we feel compelled to give something back in return. Have you ever gone to the supermarket ended up with an unplanned purchase in your cart because you felt a nagging obligation to buy because you tried a free sample? Well, that was the principle of reciprocity in action.

So how can you make reciprocity work for you?

The principle of commitment and consistency says that people will go to great lengths to appear consistent in their words and actions - even to the extent of doing things that are basically irrational.

Here we show you how to put that into action and reap the rewards

The principle of liking says that we are more likely to say yes to a request if we feel a connection to the person making it. That's why the people offering you product samples int he super markets are always offering that nice smile, and why brands spend millions on celebrity endorsements.

But how to do it without millions in the bank or product samples?

People appear hard-wired to respond to authority (or the appearance of authority). How can you use this to sell?

The principle of social proof is connected to the principle of liking: because we are social creatures, we tend to like things just because other people do as well, whether we know them or not. Anything that shows the popularity of your site and your products can trigger a response.

People are highly motivated by the thought that they might lose out on something. Call it the Eternal Teenager Principle: if someone tells you that you can't have it - boy, do you want it. Marketers trigger this effect by using all kinds of tactics to suggest that products (or low prices) might soon be gone. Here we show you how you can do it while maintaining the integrity that is so often missed.

Whatever your trade, the risk reversal technique applies to your business – provided that you have an honest belief and confidence in your product. Why? Well, if you don't believe in the quality and benefits of your product then why should John, Dick or Harry? Ultimately it comes down to this, your task, as a business owner is to reduce the risk that burdens your customer during a sales transaction. And if you can reduce customer risk by offering a guarantee then you could also see your sales double... but not just any guarantee!

Feed this psychological trigger by creating an easy-to-follow framework for your audience to follow. Show them how your product makes it fool-proof to achieve the result they want in the fastest time possible. Even though we all know deep down that achieving the result we want takes work, we still don't want to do the work. So give your audience what they want, the easiest and simplest solution, on the front end and teach them what they need on the back end.

A psychology professor at the University of California, found that our rational mind is always searching for meanings, even when there is no inherent meaning. Essentially, we seek out explanations to understand everything we experience in life...