The art of persuasion has been studied for thousands of years, but it wasn’t until the early 20th century that psychologists began formally exploring powerful persuasion techniques. Ultimately, the goal of persuasion is to convince the target audience to internalize the persuasive argument and adopt the new attitude as part of their belief system. Here are several techniques that will help you attract more customers and increase sales.
Create a Need
One powerful method of persuasion is to create a need or enhance the appeal of an existing one. This approach targets fundamental human desires for love, shelter, self-actualization, and self-esteem. You can leverage this strategy by telling potential customers that purchasing your product will make them feel happy, loved, safe, and admired.
Appeal to Social Needs
Another effective persuasion technique is to appeal to the desire for social acceptance. Companies often use advertisements to suggest that purchasing a product will help consumers fit in or be admired by others. This social appeal can significantly influence buying decisions.
Get Your Foot in the Door
The “foot in the door” technique involves getting a person to agree to a small request, which is then followed by a larger request. By securing agreement to the initial small favor, you increase the likelihood that the person will comply with a subsequent, larger request. This gradual approach helps build trust and commitment.
Go Big and Then Small
This approach, known as the “door in the face” technique, is the opposite of the “foot in the door” strategy. It involves making a large, often unrealistic request first, which is likely to be refused. You then follow up with a much smaller request, which appears more reasonable by comparison. People often feel compelled to agree to the second request.
Create an Anchor Point
The anchoring bias is a cognitive bias that significantly influences negotiations. When making decisions, the first offer tends to serve as an anchor for all future discussions. By setting the initial anchor point with your first suggestion, you can steer the negotiation towards a more favorable outcome.
These are just a few examples of powerful techniques you can use to persuade customers to purchase your products or services. Observe examples of persuasion in your daily experiences and consider how you might incorporate these strategies to benefit your business.