Seattle Marketing Strategy: Six ways to persuade people and grow your business

The art of persuasion can be boiled down to six basic concepts.

Written Mar 06, 2008, read 2139 times since then.

I sneeze. I sneeze Influence: The Psychology of Persuasion by Robert Cialdini just about any time I have a marketing conversation (which is often). It's an easy read, very entertaining, and details six behaviors that, well, manipulate people to your will. Kinda what marketing's all about – and fun!

1. Reciprocity. Easy. I do something for you; you do something for me. I love the anecdote he tells. People come in to take a survey. Half the time, the moderator excuses himself and returns with two sodas saying, "I got one for myself so I picked one up for you." The survey continues. At the end the moderator says, "I'm selling 25-cent raffles for my kid's something-or-other." People with sodas were twice as likely to buy a raffle.

Then the punch line: This is 1960-something and the cost of the soda is a nickel. The moderator increases his return fivefold on every sale! Love that one.

What little something can you give to your prospects to increase the likelihood they feel obligated to give you something in return?

2. Commitment and consistency. You said you'd do something; if you don't you look bad. It's the essence of the timeline. Show up to your next client meeting without the work you promised. See how that goes for you. Trust, at the center of everything, really, relies on your ability to do what you say you'll do.

Get your customer to say (out loud), "You provide the best service." They've committed, to themselves anyhow, you are the best. Ask them to put it in an email. It would be inconsistent to turn around and give business to someone else.

Here's another: Give $100 to the customer who can write the best testimonial for your service. After posting "Paul Medrzycki improved my credit score and changed my life," how likely is Paul's customer to recommend a competitor?

3. Social proof. Paint a picture your target can relate to.

Back in the late 90's I did some serious fundraising for the Gay Men's Health Crisis. Ann Fudge and Jim Craigie were wonderful – they let me persuade hundreds of fellow Kraft Foods employees. I painted a picture of everyone walking together in New York's Central Park on a crisp spring morning. I showed photos including a sales guy from last year's event that everybody loved, with his adorable three-year old beaming atop his shoulders. Who wouldn't want to hang out with Pat on a fun day like that?

I recruited Doug by saying that Helen was going. Donna went because Michael was going. Then Adina came too.

Never did talk much about homosexuality, syringes, or death. Raised $300,000.

4. Scarcity. I have an extra ticket I'm trying to sell, so I email a score of folks and say, "I've got one ticket left, call me today if you want it."

Another favorite: the scarcity of time. Tell your six- and four-year olds that Daddy's leaving with or without you in three minutes. Open the garage door. Get in the car. Watch the hi-jinx ensue.

5. Authority. "License and registration, please." 'Nuff said.

6. Liking. This is the nicest one: I like you. Of course I'll help you.

If you liked reading this, you may visit again. In fact – see point #2 and repeat after me – "I like Joe Hage's writing. I can't wait to read his next missive. I'm going to check out his website and his Biznik profile if I need some marketing help."

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Learn more about the author, Joe Hage.

Comment on this article

Posted by Kelly Hobkirk, Seattle, Washington | Mar 09, 2008

Nice article, Joe.

This part goes against my approach to marketing: "manipulate people to your will." Manipulation in marketing is a common and unnecessary thing. It sets the customer up to be upset or disappointed when they catch on. I find it is easier in the long run to just tell the truth in a compelling manner. It's much harder for people to relate to a company that manipulates them than it is to relate to one that is straightforward and lets them make up their own mind.

Nice point in the Social Proof section. Always best to keep the hard messages positive.

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Posted by Amber Riviere, Alexandria, Louisiana | Mar 09, 2008

Nice summary, Joe. It sounds like a really interesting book. I'll have to add it to my list. Thanks for the recommendation!
Posted by Rachel Whalley, Seattle, Washington | Mar 10, 2008

I like these tips, Joe. Social proof was the one I needed to be reminded of. I'm a very honest person, but I occassionally need to remember that I don't have to be transparent about everything (like the needles and people dying). Cause the point is to get people to do the thing that really will be good for them and that they'll enjoy, right?

Your body and spirit have something to tell you...
Posted by Audree DeAngeles, Seattle, Washington | Mar 10, 2008

Thanks for writing this article, Joe. I found it amusing as well as informative, and if it's not fun to read, I don't read it! (Unless I'm paid.)

I think reciprocity is an important concept that many underestimate. And it truly is as simple as buying someone a soda. I do believe that if you give to others that they will think kindly of you and will help you in some way.
Posted by Joe Hage, Seattle, Washington | Mar 10, 2008

I got into serious fundraising again at Safeco last year. In 2006, Safeco employees raised less than $10,000. In 2007, we raised over $340,000.

Our CEO challenged us to beat perennial top fundraiser, Washington Mutual. I started a team named "The WaMu Crushers." It lit the imagination and competitive spirit of the company. Our one team attracted more participants than any other (210 people) and raised $40,000 (the amount by which Safeco beat Washington Mutual).

WaMu caught wind of our team name, made "Safeco Stomper" shirts, and had me come to their headquarters to playfully taunt them. It got both teams to ramp up their fundraising efforts.

Here again, playful competition really had nothing to do with people dying from heart disease. But it worked!

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Posted by Charla Davis, Hickory, North Carolina | Mar 11, 2008

Great reading Joe! I am new to Biznik and am in the process of growing my freelance graphic design business. I think I have become like the biggest human sponge the last few months...researching, reading, and developing a greater appreciation of any networking and business input that is available! It is always beneficial to read the perspective/opinions of seasoned professionals...

I liked the "keep it real" approach you used in the article..."Nuff said"...:-)

Thanks for the mental notes and confirmation...it's easy to persuade potential customers, when you are committed to excellence and always strive to exceed the clients needs!
Posted by Jennifer D. Greer, Kunkletown, Pennsylvania | Mar 11, 2008

Hi UBJ!

GREAT article, and wonderfully written. I knew we came in 2nd in fundraising behind Time Warner, but I didn't realize how much the Kraft team had raised! My new crusade is being an American Diabetes Association advocate (who ever thought THAT would happen - certainly not me!), and I'm going to do the Step OUT: Walk to Fight Diabetes this year. All your advice in this article will definitely be very useful!

Love, Jen
Posted by Marianna Paulson, Surrey, British Columbia Canada | Mar 11, 2008

Hi Joe: When I began my business, my husband pulled out a synopsis of the article to which you were referring. I had the same opinion as Kelly > manipulation.

After reading your article, we had another interesting discussion, in which he basically said that it depended upon your view point..."use your powers for good or evil!"

Seriously, he convinced me that we're using persuasion continually. One example was that parents do it all the time - "mind your manners - you'll look better and people will respect you."

I'd like to thank you for providing us with a jumping-off point for an interesting and lively discussion and a well-written article.

Marianna Paulson - Change of Heart Stress Solutions
Posted by Judy Dunn, Renton, Washington | Mar 11, 2008

Thanks for the synopsis of Cialdini's work, Joe, and for sharing your insights. I'm adding this one to my growing list!

I think the word "manipulate" stopped me for a second, too, Matrianna. I looked it up in the dictionary to be sure I understood the meaning and it's listed as "to influence or manage shrewdly or deviously" and "to tamper with or falsify for personal gain." I like the word "persuasion" much better :)

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Posted by Joe Hage, Seattle, Washington | Mar 11, 2008

Seems as though "manipulate" caused quite the stir.

I was being cheeky there. I suppose winking doesn't always come across in a forum like this one.

Thanks for all the great feedback.

My Twitter experiment
Posted by Diane Rae Jones, Mercer Island, Washington | Mar 13, 2008

Good article, Joe! I am in the middle of reading several marketing books, Cialdini's being one of them. I appreciate your synopsis...you saved me a lot of time!

BTW, I see these "techniques" as no more than a concious understanding of what we, as social creatures, already do. We are business people; we aim to solve problems. Understanding each other is the beginning of the path to doing that.

Diane Rae Jones Making Transitions Better Real Estate Sales & Consulting
Posted by Melissa Wadsworth, Seattle, Washington | Mar 13, 2008

Great article Joe. Lots of good points to remember about effective marketing with examples I can relate to. In fact, I laughed when I read your second "scarcity of time" example. To my father's dismay, this tactic didn't always work. I seem to remember kids (I'm not saying it was me) replying with comments like, "I don't care, go!" and "Good I want you to go." Maybe that was just my house.
Posted by Michelle Basey, Kirkland, Washington | Mar 13, 2008

Thanks Joe! And thank you Kelly for bringing up the "manipulation" issue.

My tendency is toward the anti-manipulation/persuasion/encouragement side as well. And that works perfectly for certain personality types, but leaves others feeling neglected.

"If they love me, they will come back" has caveats attached based on the personality you're dealing with. ".... if I leave them alone", "... if I make them feel welcome & wanted", ".... if I nag them until they return for the self-care they know they need & want".

And, as surprising as this is to someone like myself, there are people who WANT to be led down a sales pitch path into that "happy place" of "win-win" feelings and certainty of making the right decision in working with you.

Massage Therapy 'in the stillness, we find healing'
Posted by Colleen Johnson, Ruther Glen, Virginia | Mar 13, 2008

It was not just your house Melissa. My children will say, "Bye, bye" to me if I try that now (ages 8, 7 and 3). Great article. I loved reading it and you made me think. Reciprocity is one I'm concentrating on right now. Thanks.
Posted by Robert Burns, Naples, Florida | Mar 13, 2008

Commitment and consistency...Was the key to your article...Just do what you say you'll do when you say you'll do it. Great article!
Posted by Scotty Hendricks, St. Louis, Missouri | Mar 27, 2008

Great stuff. Thanks for writing this.
Posted by Tony Moon, Green Bay, Wisconsin | Apr 22, 2008

The moderator increases his return fivefold on every sale! .. haha, that's hilarious, it kept me reading till the end. I guess if you analyze everything in a profit to loss assessment you could never lose ;)

good article, thank you!
Posted by Tshombe Brown, Bellingham, Washington | Aug 09, 2008

Someone (or something) is telling me to read this book by the man whose name I can't pronounce (look who's talkin', right?).

Two of my most respected go-givers in the world (If you haven't guessed it yet, you're one of them, Joe.) have told me about -- in some detail -- this book.

All I can say is . . .

"I like Joe Hage's writing. I can't wait to read his next missive. I'm going to check out his website and his Biznik profile if I need some marketing help."

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