- 05
- Sep
6 Psychological Triggers that Win Sales and Influence Customers
1. Reciprocity
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 Costco ended up with an unplanned sausage 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.
Of course, online retailers can’t personally visit the house of each person who interacts with them to shove a sample in their hand. So how can you make reciprocity work for you?
2. Commitment & Consistency
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.
That’s why if you’re trying to make a change in your life – losing weight, for example – it can be very helpful to state your goal publicly. Once you’ve committed out loud (or online) you will have much more incentive to keep up your end of the bargain.
As a retailer, if you can get customers to make a small commitment to your brand (like signing up for your email newsletter), they are more likely to eventually purchase from you. And if you can actually get products in their hand, even if there is no official commitment to buy them, your chances increase even more.
3. Liking
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 sausage sample lady at Costco is always giving you a nice smile.
It’s also why brands hire celebrities to endorse their products – so that people will transfer their love of Roger Federer to watches he’s endorsing.
There are lots of ways to make this principle work for your store:
Telling Your Story
As a direct-response marketer I tend not to truck much with branding. But if there’s one place that branding is essential, it is in triggering the principle of liking.
Every element of your store – colors, fonts, photo styles, copy – contributes to your brand personality, and your goal is to create a personality that is cohesive and that your target customer will like. This might be brisk and efficient if you are selling into a business market, warm and playful if you’re selling children’s products, ‘earth-mothery’ if you’re selling natural products.
Use Models People Can Identify With
If you’re selling clothing, jewelry, or accessories, one quick way to create a connection to your customer is to show your stuff on people they will identify with and like. This doesn’t mean you need to book Russian supermodels; it’s best if they look like your customers.
Social Links
People are more likely to purchase something if it’s recommended to them by someone they know and trust. So make sure that your product pages have links to Twitter, Facebook, Pinterest, and Google+ so that your customers can tell their friends about the great product they just found on your site.
4. Authority
Most people have heard of the famous Milgram experiments, in which volunteers were convinced to continue delivering what they thought were incredibly painful electric shocks to unseen subjects, even when they could hear (faked) screams of pain. The presence of a man in a lab coat telling them to continue was enough to earn the compliance of nearly all the volunteers.
People appear hard-wired to respond to authority (or the appearance of authority). How can you use this to sell?
5. Social Proof
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.
Have you gotten good press? Mention it! Received loving emails from customers? Quote them! Gotten good feedback from your mom? Heck, get it up there.
6. Scarcity
Cialdini’s final principle is the principle of scarcity, which states that 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. This is probably the one I’m the biggest sucker for, personally.
Marketers trigger this effect by using all kinds of tactics to suggest that products (or low prices) might soon be gone, or that someone is trying to keep this product off the market.
Seasonal or Limited Products
Every March when my friend gets her green Shamrock Shake from McDonalds she crows with happiness all over the social media. Think she’d be that excited if she could walk in and get it any time? Of course not. The knowledge that the supply is limited motivates her—and makes her feel like a success for having “won.”
But What About Pricing?
You may be wondering where the extremely common retail tactics of sales & discounts fall under these six principles. Is Cialdini saying that price doesn’t impact people’s purchasing behavior?
Of course it does, and Cialdini mentions a couple of pricing experiments in the beginning of his book. But think of it this way: the price of your product represents the size of a risk someone is going to take on. In other words, people will be a lot more choosy over a $10,000 product than one that is $1.
Risk Removal
The six principles of influence represent additional non-obvious ways to impact perceived risk. For example, by using appeals to authority, you’re decreasing the risk of a ‘yes’ – someone who says yes (to your appeal to buy a product) can always point to the authority you’ve demonstrated to rationalize their purchase. By using scarcity tactics, you’re increasing the risk of a ‘no’ – someone who declines your offer right now might miss out.
So given a price that you have settled on for your products, using the principles of influence can decrease the risk of ‘yes’ (liking, social proof, authority) or increase the risk of ‘no’ (scarcity, consistency, reciprocity).
Sprinkle them throughout your site and watch your sales go up!
Recent Comments
Dr. Jessy Robot
We possess within us two minds. So far I have written ere theronly of theewer conscious mind. within us two minDimply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since.
Dr. Jessy Robot
So far I have written ere theronly of theewer conscious mind. within us two minDimply Lorem Ipsum has been the industry’s standard dummy text ever since. dummy text of the printing and typesetting industry.
Dr. Jessy Robot
Lorem Ipsum has been the industry’s standard dummy text ever since. Lorem Ipsum has been the industry’s standard dummy text ever since. Lorem Ipsum has been the industry’s standard dummy text ever since.
Dr. Jessy Robot
Lorem Ipsum has been the industry’s standard dummy text ever since.standard dummy text ever since.standard dummy text ever since.standard dummy text ever since.standard dummy text ever since.
Dr. Jessy Robot
Lorem Ipsum has been the industry’s standard dummy text ever since.standard dummy text ever since.standard dummy text ever since.dummy text ever since.standard dummy text ever since.standard
Dr. Jessy Robot
Lorem Ipsum has been the industry’s standard dummy text been the industry’s standard dummy text ever since. ever since. Lorem Ipsum has been the industry’s standard dummy text ever since. Lorem Ipsum has
Dr. Jessy Robot
So far I have written ere theronly of theewer conscious mind. within us two minDimply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since. We possess within us two minds.
AndrewDub
Your comment is awaiting moderation.
Amazing postings. Thanks a lot!
viagra vs cialis suppliers of generic viagra
buy viagra
viagra generic price iframe – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You explained this very well!
low cost viagra no subscription required does viagra lose efficacy
generic viagra
viagra commercial ringtone – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You stated that fantastically.
can you become addicted to viagra average age for viagra users
generic viagra online
viagra triangle in chicago il – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Good content. With thanks!
which tesco store sells viagra viagra online canadiain
viagra online
online apotheke viagra – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Superb knowledge. Thank you.
amlodipine besylate 5mg and viagra how to get viagra and norway
generic viagra 100mg
viagra online overnight – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Terrific forum posts, Regards.
does alcahol effect viagra viagra with no prescription
viagra online
red viagra video – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Truly quite a lot of awesome facts.
washington post viagra aphganistan off shore viagra
generic viagra
ordering viagra without prescription – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Factor well considered!!
female naked viagra does old viagra still woek
cheap viagra
sex pill industry viagra – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You have made your stand quite clearly!.
viagra billig price of viagra in canada
viagra online
launch of viagra – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Truly tons of helpful facts.
acupunture fue las viagra charles agujas drinking viagra
buy viagra online
tijuana viagra – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Thank you! Quite a lot of data!
discont viagra viagra head office photo
generic viagra
avodart vs viagra – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You actually revealed it perfectly.
viagra jingle viagra find edinburgh
buy generic viagra
g postmessage viagra smiley reply – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Info clearly applied..
best price viagra name brand viagra falls
viagra for sale uk
buy viagra here in the uk – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Effectively voiced genuinely. .
v for viagra viagra canida
viagra online
viagra use and instructions – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Really all kinds of fantastic data!
canadian viagra online viagra ship to canada
viagra online
viagra marketing tools – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Many thanks, Lots of advice!
viagra 100mg price comparison of levitra and viagra
buy viagra
viagra phase iii trials – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Cheers, Ample data.
does viagra cause eye problems what if viagra does not work
viagra for women
generic forms of viagra are safe – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Cheers! An abundance of info.
tadalafil cialis vs viagra viagra for sale in gibralter
viagra online
viagra without prescription cialis – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You actually mentioned this very well!
viagra shipped overnight viagra marketing effects
viagra for sale uk
use of viagra in pediatrics – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Really a lot of amazing info.
generic viagra vs pfizer viagra size differences
generic viagra 100mg
does viagra work for healty men – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Good knowledge. Regards!
lowest price viagra online stallion viagra
generic viagra 100mg
european viagra commercial – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Really loads of valuable info.
stories viagra porn photos buy viagra australia
viagra generic
viagra and generic sildenafil citrate silagra – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Perfectly expressed genuinely! !
cheap pharmaceutical viagra viagra patient info
generic viagra
viagra diabetes – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Amazing information, Appreciate it!
viagra lil wayne lyrics cialis genuinerx net viagra viagra
generic viagra 100mg
female viagra without prescription – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Regards. A good amount of forum posts!
what works like viagra female viagra christmas discounts
buy viagra online
viagra no prescription delivered in canada – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
This is nicely said! .
viagra to order generic viagra 20mg pills erections
buy viagra online
viagra norco – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You revealed it fantastically!
online prescriptions without prescriptions viagra viagra side effects dangers
buy viagra online
viagra cosco – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Incredible a good deal of valuable advice!
comapre viagra and cialis viagra for low testerone level
viagra for sale uk
generic viagra on line – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Cheers, Terrific information.
usda patent expiration date for viagra rush limbaugh dominican republic viagra
buy generic viagra
viagra heart problem – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Awesome stuff. Appreciate it!
hard on from viagra viagra magnetic strip
cheap viagra
edinburgh pages search viagra report – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You said it perfectly..
commercial viagra what to know about viagra jelly
generic viagra online
how much viagra take – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Good data. Appreciate it!
viagra c99 viagra vending laws
viagra for women
mail order and viagra – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You mentioned this well!
precautions for viagra users edinburgh uk pages find search viagra
viagra 100mg
canad viagra – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
This is nicely said! .
viagra memory viagra spam
viagra for women
viagra order cheap iframe – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Amazing quite a lot of helpful knowledge.
viagra and depression bite 100mg viagra inhalf
buy generic viagra
dangers of using expired viagra – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You made the point!
viagra super p-force sublingually viagra
viagra without a doctor prescription
can i get viagra without prescription – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Thank you! Very good stuff!
buy viagra with cashiers check premature ejaculation and viagra
viagra online
wal mart pharmacy viagra price – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You said it perfectly.!
viagra contraindications viagra prices
viagra generic
viagra light switch plate – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Well spoken without a doubt. .
dilantin viagra celias viagra uk
generic viagra online
can i take benicar with viagra – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Helpful data. Regards!
viagra in mexico for sale viagra and cialis compared
generic viagra 100mg
buy viagra search find free – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You actually said this terrifically.
best buy deal online viagra viagra viagra did not work
viagra 100mg
red viagra – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Amazing loads of valuable advice.
canada viagra prescription viagra doesn’t work for me
viagra generic
first viagra bank – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You reported that adequately.
free sex using viagra chanson viagra
buy generic viagra
viagra how to buy – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You said it nicely..
viagra canine perscription hearing viagra
viagra online
generic viagra generic levitra – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Kudos. I appreciate this!
edinburgh 17 find viagra sites pages take too much viagra
viagra without a doctors prescription
sample of viagra – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Kudos! I enjoy it.
clearchannel radio and viagra history who is the maker of viagra
generic viagra 100mg
mixing oysters and viagra – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Terrific content. Thanks a lot.
viagra alternative natural suplements celias viagra uk
generic viagra 100mg
bgvesko viagra – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Regards! A lot of forum posts.
viagra next day delivery low price canadian generic viagra
viagra for sale uk
are coreg and viagra compatible – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Thank you, Lots of information!
viagra cialis celerity 90 for 135 viagra
buy viagra online
viagra how long does it last – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
You actually expressed this very well!
find viagra cheap overnight mail man with viagra
viagra generic
viagra pill pictures – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Very good tips. Kudos!
pfizer viagra free trial viagra and milwaukee public schools
buy viagra
viagra and alternatives to – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Truly a lot of valuable advice!
price of viagra in mexico getting viagra online
buy viagra
pumpkin pie vs viagra – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Truly plenty of superb tips.
does viagra go bad how to best application viagra
buy generic viagra
viagra by mail – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
This is nicely said! .
viagra tahiti cialis vesus viagra
viagra for women
online scams viagra – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Truly lots of awesome information.
what about generic viagra gerneric viagra
buy generic viagra
forums on viagra – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Nicely put. Cheers.
buy viagra online and get prescription viagra powerpoint presentation
buy viagra online
generic viagra with free shipping – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Really a good deal of superb advice.
lani lane viagra strengths of viagra
viagra without a doctor prescription
weight loss and viagra uk – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Thanks a lot, An abundance of facts.
mens health natural viagra viagra from china fake
viagra pills
slogan’s for viagra joke – https://genericviagrantx.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Thanks a lot, Awesome information!
viagra best route beta blockers and viagra
buy viagra
viagra falls docs of rock – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Position effectively regarded..
viagra substitute cheap viagra no perscription
viagra pills
result of viagra – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Good write ups. Many thanks!
how long for viagra to work viagra keyword
viagra 100mg
voto eletronico viagra eleitores passivos – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Good forum posts. With thanks!
bob dole viagra ad buying viagra online title object object
buy viagra online
canada drugs viagra without prescription – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Kudos! A lot of tips!
viagra pilsner viagra cialis soft cheap
generic viagra 100mg
buy low price viagra – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Reliable content. Thank you!
about levitra viagra cialis most effective way to use viagra
viagra generic
shopping for viagra – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Thanks a lot, I like this.
who should not take viagra silagra brand name viagra penegra cumwithuscom
viagra generic
penis pump better than viagra – https://genericviagramsl.com
Davidfax
Terencehaf
Victorbah
AndrewDub
Your comment is awaiting moderation.
Superb info. Cheers.
viagra find edinburgh pages viagra causing bleeding behind ones eyes
viagra for sale uk
viagra and hystamine release – https://genericviagrarcp.com
Davidfax
Terencehaf
Victorbah