Influence: The Psychology of Persuasion – 6 ‘Weapons of Influence’ on YouTube
Learn the secrets of persuasion at the feet of the master. Dr. Robert Cialdini describes his 6 “Weapons of Influence” in these six, short YouTube videos.
- Commitment and Consistency
- Social proof
- Authority
- Liking
- Scarcity
- Reciprocity
Commitment and Consistency
“Once we have made a choice, we will encounter personal and interpersonal pressures to behave consistent with that commitment.”
How does this relate to video testimonial reviews?
You are asking your EXISTING customer for a review of their experience with you.
They have ALREADY chosen to do business with you and, in their mind, you are THEIR doctor, plumber, hairdresser or whatever your business is.
When you ask them for a review, they WANT to give you the review because that is CONSISTENT with their earlier decision to choose you.
Assuming you have done all the basic, transactional elements of the business exchange properly then the Consistency Rule predicts that your customer is MORE LIKELY THAN NOT to say ‘Yes!’ to your request for a Google Reviews or video testimonial.
Social Proof
Social proof is one of Dr. Robert Cialdini’s 6 ‘Weapons of Influence’ from his 1984 book Influence: The Psychology of Persuasion which has become a very influential book for marketers, small business owners and entrepreneurs.
Who is helped by Social Proof? Learn about the therapy that saves lives.
Authority
Liking
Scarcity
In other words, marketers can appeal to our ‘loss aversion’ by implying that we may lose the opportunity to buy by waiting.
Scarcity is a time-honored technique of marketers and this brief video by Dr. Robert Cialdini explains the research behind this ‘Weapon of Influence’ and how small business owners, entrepreneurs and marketers can honestly use scarcity to communicate with their customers.
Reciprocity
Salespeople, fundraisers, advertisers and entrepreneurs all seek to persuade their clients using (honest) techniques to get them to say ‘YES!’ Reciprocity is the first and, perhaps, the most universal of Cialdini’s 6 rules. “
“After intensive study, sociologists… can report that no human society does not subscribe to the rule.” (p. 18)
So, learn the rule right from the man who first discovered it’s power. Watch the video.
Check out the blogpost with more examples and discussion from the book.
Persuasion is more important than ever these days as online merchants and e-commerce websites seek to learn ways to persuade their customers to Buy Now! Click Here! and Learn More.
Did you Know? Your brain perceives online image EXACTLY the same as in real life!
But, we also seek to persuade our children to study, to get our neighbors to keep a tidy lawn or to ask out elected officials to vote for our favorite cause.
Persuasion is to communication what energy is to motor vehicles; one is simply not effective without the other.
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