Persuasive Marketing Tactics That Prompt Action

AUTHORITY

Consumers are known to hold businesses to certain standards and only build relationships with the ones they have faith in. The question then becomes, “How can I persuade consumers that my business is trustworthy?” In Robert Cialdini’s book, Influence, one of the six key principles he mentions in the psychology of persuasion is to show authority. This technique focuses on removing fear from the target audience by establishing the brand as an authoritative figure, one they can trust and rely on. With many companies who are successfully upholding the role of an authoritative such as Apple, Google, and Amazon, it is clear to see why consumers think so highly of them. As a brand, you can demonstrate authority by using experts in your industry and having them talk about your brand. As a result, consumers are more likely to reach out to your business after having seen or read an expert’s honest and transparent review about them. Another tactic is to display awards or badges in-store or on the website to boost confidence in consumers, along with a reputation for the business. 

SKIP TRADITIONAL

Have you ever heard of the saying: Don’t put all your eggs in one basket? Like many of us who are familiar with this quote, we know that it works to caution individuals to avoid concentrating all their resources into one area. Investing your budget in only a limited number of activities can restrict you from certain opportunities. As for marketers, growing brand authenticity and optimizing the customer experience has grown in importance, making way for opportunity by no longer prioritizing sales and traditional marketing campaigns. Marketing strategies are constantly evolving, with several corporations turning to social media as a preferred approach to create conversational and personalized marketing. This is an increasingly popular tactic seen in marketing today and has given rise to digital marketing and content marketing techniques, while also expanding marketing activities to cater to all businesses big or small! 

INCENTIVES

As mentioned earlier, possessing a strong online presence should be a key goal for all businesses, as it assists with increasing brand awareness. Part of building brand awareness means providing incentives to prospective customers as it is both a popular and effective method in persuading the buying behaviour of visitors. Incentives are great drivers for subconsciously influencing the behaviours of others through discounts, special offers, vouchers, cash backs, and prizes. McDonald's is a prime example with its use of reward and incentive systems, offering benefits in the form of vouchers, discounts, and free items, which are further reiterated in their mobile app.

MEMORABLE MESSAGES

Derived from Malcolm Gladwell’s concept of stickiness, S.U.C.C.E.S is a formula used in storytelling but can also be applied to marketing by allowing messages to become memorable. It stands for Simple, Unexpected, Concrete, Credibility, Emotions, and Stories.

Simple – Keep statements simple and avoid words or phrases that could be misunderstood or misconstrued.

Unexpected – Use words, images, music, colours, or juxtaposition of words to attract attention and interest. 

Concrete – Since abstract concepts can be harder to grasp, focus on ways to help the target audience visualize and cognitively connect with the message. This can be done using sensory information. 

Credibility – Marketing messages are perceived credible when messengers resonate with the target audience’s values. 

Emotions – Knowing the audience’s insights can elicit emotion from the target audience and motivate their willingness to purchase the product or service.

Stories – Ensure that the message aligns with the target audience in a motivating and compelling way. 

SUCCES can be applied to sales pitches and advertisements and is sure to persuade your consumers, as well as create an engaging customer experience.

SOCIAL NORMS

Having your marketing activities incorporate social norms is a powerful way to connect with your target audience. Social norms refer to certain characteristics that members of that society possess or act on. Incorporating social norms into your marketing activities leveraged by marketers can encourage desirable behaviours. This tactic is best implemented when psychographic characteristics are identified which appeal to the target audience’s values, lifestyle, and personality.

It Is important to note that consumers are motivated to purchase a specific product or service that they believe will help them achieve value. Consumers typically follow brands they feel will provide them the best means of achieving a specific terminal value. Winning a customer takes time and passion, and with the right marketing tactics in place, you can help your brand build a customer base! 

If you are looking for more information on how your firm can benefit from persuasive marketing tactics, get in contact with one of our Marketing Eye consultants today.