There’s one book that taught pretty much every successful marketer how to be more persuasive.
Influence: The Psychology of Persuasion, by Dr. Robert Cialdini, highlights his groundbreaking work in the realms of consumer psychology and behavioral economics.
Basically, it’s all about what makes people say “yes”.
It was a game-changer when it was released in 1984, and it remains just as strong of a force today. It’s been so influential (ha) that Cialdini was even hired to help get Obama re-elected in 2012.
In it, Cialdini identifies 6 different “weapons of influence” that can be used to impact people’s decisions, typically without them even noticing. These concepts are the foundation of marketing psychology.
Their effects can be extremely powerful.
Let’s take a look at how tech startups and other businesses can use those persuasive techniques to get people to click, sign up, and buy (or invest!).
You can use these techniques:
- In your ads
- On your landing pages
- In your product
- In your pitches
- In your recruiting materials
- On your blog posts, in social media, at conferences, and anywhere else you want to be more persuasive.
More recently, in his bestselling follow-up Pre-suasion, Cialdini uncovered a new, seventh weapon of influence.
I've dissected all seven of these pillars of marketing psychology in the following blog posts, and provided examples of how you can use them in your marketing.
Each post includes:
A) A concise description of the persuasive technique and why it works.
B) Examples of how you can use it in your business.
C) My shot at using the technique to convince you to subscribe to my email list.
All 7 persuasive techniques are linked below: