In digital marketing, it is crucial to effectively utilize the right channels. However, we often see that advertisers and agencies fail to deploy the right creative elements, resulting in suboptimal performance. This is partly due to a lack of fit between the channel and the creative, but also a lack of urgency. As a result, the user feels no reason to take action.

At Draft Digital, we believe that applying principles of persuasion is essential for success in digital marketing. One of the most influential models we use in this regard is Robert Cialdini's 7 principles of persuasion. Robert Cialdini is a social psychologist known for his research on the psychology of influence. He formulated seven principles of persuasion in his book "Influence: The Psychology of Persuasion," which are widely applied in marketing and communication. In this blog, we will discuss what these principles of persuasion are and how they can be used for clients. 

Reciprocity

The principle of reciprocity states that people tend to return a favor when they receive something. In digital marketing, we can apply this by offering valuable content or free trials. This creates a sense of obligation in the customer to reciprocate, such as making a purchase. Therefore, try to add value in your communication so that the user feels compelled to take action.

Some examples of this include a free savings check often given away by solar panel companies. Once the savings check is completed, the consumer has already taken the first step towards making a purchase.

Commitment and Consistency

When people make a small commitment, they are more likely to remain consistent with that commitment. This can be done by having customers take a small initial step, such as filling out a survey, liking a post, or signing up for a newsletter.

Many brands use newsletter sign-ups with a discount to encourage conversions.

Social Proof

People are inclined to take actions they see others doing. Showing customer reviews, testimonials, and using influencers can enhance a brand's credibility and attract new customers.

In many studies, reviews are a significant driver for making a purchase. Think about the products you have bought recently. Often, a recommendation is very valuable. By using reviews, you demonstrate that the product has social proof, which is an important influence factor.

Sympathy

People are more inclined to buy from someone they like. By being authentic and approachable in communication, and by addressing customers personally, brands can build a strong connection with their target audience.

Do unto others as you would have them do unto you" is a well-known Dutch saying. This also applies to influencing customers. By coming across in a sympathetic manner, you ensure that consumers are more likely to buy a product. Consider an influencer/ambassador they can relate to as an example.

Authority

Authority works because people are inclined to trust experts and follow their advice. Showing certifications, awards, and sharing expertise can help to gain the trust of the customer.

Displaying certifications and acknowledgments from official authorities on their website instills confidence in customers. 

Scarcity

Scarcity creates a sense of urgency. By presenting products or offers as limited availability, companies can encourage customers to make decisions more quickly.

Especially within digital media, this is a crucial component. In your communication, let consumers know why they need to take action now. This could include countdowns in banners or displaying the number of available products.

Unity

Unity is about creating a sense of togetherness. By fostering a sense of community and making customers feel like they are part of a group, companies can increase loyalty and engagement.

By creating a digital community that genuinely adds value, you ensure that a consumer forms a connection with your brand. In this way, they are less likely to choose another company.

At Draft Digital, we integrate these principles into our digital marketing strategies not only to enhance performance but also to build sustainable relationships with our customers. We believe that by applying Cialdini's principles of persuasion, we can create an environment of trust and growth, both for our clients and ourselves. Through AI, we assist our clients in transforming regular advertising content into 'persuasion-proof' content. Interested in learning more? Please get in get in touch with us .