There are 6 basic principles of Cialdini to improve sales in a businessWith the persuasion we study the stimuli that change behaviorThere are 6 principles of persuasion, psychology techniques, which help generate greater sales in business. Sometimes, even if we do not know these principles, we use them because through experience we have learned their potential. These principles were stated in a best-selling book by Robert Cialdini, after years of research. The Cialdini principles are frequently used in marketing strategies, social networks, copywriting or blogs.
The Cialdini principles are based on persuasion, but we should not confuse this with manipulation. Persuasion in psychology studies the external stimuli that change people's behavior, while manipulation attempts to change people's behavior in any way. Now we will expose the 6 basic principles so you can use Cialdini's persuasion techniques in your business or websites.Principle of Reciprocity: it is the mutual compensation between two people, that is to say, to do a favor to someone so that he is predisposed to return it. The more valuable what is contributed, the greater the predisposition of the other person, also influences how close the relationship is and the time spent to ask for the favor back.
An example is when a website offers a free book or guide in exchange for a subscription.Scarcity Principle: Scarcity is synonymous with urgency, which generates action. When something is hard to get or can be exhausted by demand, there is a tendency to want to get it. When there are limited time offers, sales increase at the last minute, so giving visibility to limited offers generates demand. Some hotels advertise that they have only one room left; other businesses advertise offers lasting one or a few days.Principle of Authority: The figure of authority generates confidence and acceptance.
The greater the authority, the more attractive it is to others. Embellishing with typical stereotypes also provides confidence, like a doctor's coat to advertise healthy products. Stamps from institutions are also useful. For example, some sites put up positive testimonials about their services from important people or well-known newspapers.Principle of Consistency and Commitment: When a person has an idea, he or she will tend to stick to it and demonstrate it.
If a decision is made, especially if it is public, we will try to maintain and justify it. If small things are asked for, it is easier to accept them, and if it is in writing or public, it will be more effective. An example is to grant free premium services for one month, to get used to them and have them pay for the following months, or to give away free samples.Principle of Social Approval: human beings are social by nature, when they say and repeat themselves about something, they end up being accepted as a hundred. That is why there is a tendency to announce our personal achievements and merits.
In conclusion, people tend to behave just like everyone else.Sympathy Principle: someone who is nice is more likely to persuade someone else. Sympathy works like a mirror, we feel sympathy from people who resemble us, who share our beliefs or values, even physical appearance. That's why some ads use a language that is close to us or try to find common ground. An example is advertising healthy products with a sportsman or woman.