Persuasion is a form of social influence. Social Influence is the way of affecting other person’s thoughts or actions. There are specific techniques to help persuade people to adopt new ideas and attitudes toward something. Over the years of studies and experiences we know exactly what persuade people to take action, change belief, etc. Understanding the main laws of persuasion will give you a big advantage over other marketers online to get your message across and get the results you always wanted.
Are you a master of the puppet or a puppet?
Because I’m an internet marketer, I will present you these 6 laws with exact samples how you can use them in internet marketing area. It will give you an idea how to take this information and apply in your online business.
1. Law Of Reciprocation
This is one of the most powerful weapons of influence but hardly ever used consciously. Actually, most of the time, we are unaware that we use It. This law is saying that we are programmed, conditioned to repay what other people provide to use. For example, if you will send a text message to someone with a Christmas greetings, there is a pressure, obligation on you to reply with similar greetings. Returning a favor is written in our nature.
This rule is so powerful, because it creates a totally different state of mind for your prospect. People love to buy but hate to be sold. Additionally, this law produces a “yes” response in their minds, that can easily give you an advantage at start.
Free Samples
These techniques can be used in any marketing messages by giving away something for free. If the content you are giving away is good, people will feel obligated to do whatever you ask. Free samples, free CDs, free videos, free reports are some ideas. That’s the best way to get people check out your content at first, and then – in return – check your site and purchase the product.
Free sample technique is used everywhere. If you go to the supermarket, you will be offered a free sample of cheese near cheese section with some new brand of cheese. Once you take a slice of cheese and taste it you are automatically obligated to at least check it out. There is much more chance to get person buy it, if it tastes good.
Giving a free sample on start is a well known tactic in any kind of capture page, squeeze page, where you ask your visitor to put their name and e-mail address to get their information in your database. To fully utilize law of reciprocation, you need to make sure to provide quality free content. Amaze people with stunning content and they will start to listen to you. If you are selling own product, get the best chapter of your ebook and give it away for free. If it’s a video content grab the best few minutes of pure content that will totally shock your audience and give a great value.
Marketing Sales Funnel
With this law in mind you should think about proper sales funnel. It means that to attract the most customers, you need to start from free sample, then proceed with low priced products and move on to higher and higher ticket items. In that way you will satisfy people with more needs and money and those who want low priced products.
Here is how it works in music industry:
1. The free download
2. A single
3. An album
4. T-shirt or poster
5. A boxed set
6. A live concert
Here is how it works in internet marketing:
1. Give a free report/video/audio/call
2. Introduce low priced e-book/video/interview recording for $7-$27
3. Offer more advanced course for $47-$97 – for example with videos, interviews with experts
4. Full home study course with all goodies and in physical form – videos, audios, reports, study guide, checklists, action plans, access to members area, private forum, mastermind group for $97-$497
5. Promote your seminar/teleseminar/mastermind group for $497-$9,997
6. Private coaching for $10,000+
“There is an obligation to give, an obligation to receive, and an obligation to repay” by Marcel Mauss
Obligation
What is worth taking notice, is that a small favor can produce an obligation to return much more significant favor. It doesn’t have to be equal. The nature of the return favor can be manipulated to exploit this rule. In fact small, first favors often stimulate larger return favors
Once being obligated to return a favor, we have this unpleasant felling of indebtedness. It weights on us emotionally and we want to lose it as soon as possible. We are conditions upon human social systems to be uncomfortable. This rule is itself a great benefit for any society. We are taught from childhood to fell like that. That pushes us to repay larger favors than we received.
There is also a fear of rejection that plays an important role in a reciprocation rule. Once a person violated the reciprocity rule, person can be disliked by some social group. Fear of pain persuade us to follow this rule.
Rejection-Then-Retreat Technique
Lets say for example, I want you to agree to my request. To increase my odds, I will make much larger request – one that you will certainly don’t agree with. After you will refuse it, I will come up with much smaller request – initial request that I wanted to start with. If presented properly, you should see my second request as a concession and should feel to respond with your own concession.
This technique can be used on your sales letter. If someone will try to exit, try to use exit-windows with some cheaper product or some product discount. It may trigger many people to check it out and your sales will increase.
Upsell Offers
This technique can be also used in your upsell offers. For example, after someone will buy your product, introduce them with very cheap products for 20-30% of initial product price with irresistible offer they can’t miss. Make it a one-time-offer feeling – explain the urgency and value of your offer. Make it feel like a great deal you are giving away, like a favor you are doing. People hate to lose opportunities, they are afraid that they can miss something great that can change their lives. It should be nicely presented with the lower price than the product they’ve recently purchased. If a person will turn down an upsell offer, try even cheaper offer – maybe same product but without video content? Or instead of physical version offer digital one for a lower price.
Another way of using this rule is to present very high price as a value price for the product and at the very end of the sales page cross it down and put 3x, 5x or even 10x lower price. It will shock your visitors and make them buy even more.
This rejection-then-retreat rule is working not only because of a reciprocity rule, but also because of a law of contrast. If you present your product as a value of $597 and later offer it for measly $47, the lower price will appear smaller by comparison. If you will present it as $47 it will appear much higher. Your perceived value will sky-rocket. We are conditions to think that more expensive = better. Although, it’s not all true in all instances, that’s how we operate. That means, if you will present a higher price for your course, you will create the feeling that your product is high quality and have something unique and amazing to offer. Of course, you have to justify why have you priced it for $597 value and selling for $47. Justifying as a favor for your visitor can be a good reason.
If you will combine reciprocity rule and law of contrast, it can be a powerful persuasion tool.
Why larger-then-smaller-request works so well?
Responsibility – person feels more responsible for the final deal. This rule causes person to say “yes” more often. Satisfaction – person is more satisfied with final agreement.
What are the objections, why people won’t follow reciprocation rule?
Some people may be aware of this rule, and because of that be more cautious before trying even a free sample. To justify their decision, they need to be more persuaded than other people. If you are selling in internet marketing niche, especially to more advanced marketers, you need to be aware to become more original and persuasive in your message, and in the same point don’t show it. People won’t let you give them a free gift because they know what can it persuade them to do. It’s tricky. The gift has to be made in a good faith. Justify why you are giving this gift, it will make people more comfortable to receive it.
2. Law Of Commitment and Consistency
Once a person commit to something, there is a rule of consistency, that will push the person to be consistent with their previous decisions, even if the initial benefit was removed. Consistency is well respected and inconsistency is perceived as a negative feature. Individual who is steadily inconsistent, can be viewed as two-faced or even mentally ill. This can cause fear or rejection that is one of the biggest fears of any human. The other benefit of consistency is that once a person made their mind on some issue, decision, they don’t need to think about it anymore.
Cognitive Dissonance
The term ‘cognitive dissonance’ is one of the most influential theories in social psychology. Cognitive dissonance is an uncomfortable feeling caused by holding 2 contradictory attitudes or believes at once. People have a motivational drive to rationalize their beliefs, attitudes and behaviors. Dissonance happens when inconsistency occurs to a person. Even if it’s possible that we actually made a bad decision, our defense mechanism will try to create good reasons for our choice.
Commitment
To make this technique works, you need to ask for commitment because commitment is the key. If you are going to attract people to some high ticket program and your prospect did not decide yet, ask for some action to be taken by him, small commitment, like deposit of small amount of money. Because of this even small innocent commitment, person will be pressured through consistency rule. Initial commitment is the most effective when it’s public, effortful and viewed as internally motivated.
Sales Call Sample
I experienced rule of commitment and consistency few months ago when a sales guy called me. It was easy to find out he has something to sell. He told me that he got my contact info from some top marketer database who I bought product from. Because I know this marketer I kind of started to listen to him. I knew it was some kind of coaching or high ticket training, because only these programs are sold over the phone. That’s why my intention from the start was not to got trapped to any $5k coaching program, but well… My goal was to learn from him from reverse engineering how to do good sales calls and how to trigger your potential buyer to take action.
It was a very good call, at first the sales guy asked me what I’m doing online, my background and my goals. Next, the guy presented to me, that this ‘thing’, he has to offer will accomplish all my goals. Later on, he started to transform my mind my dream lifestyle, asking what would you do, how your life will change if u will achieve your goals. I saw these techniques many times, used to wake up the right part of the brain, in different business opportunities sales letters or teleseminars. It is also proven in NLP that changing your state can dramatically change the way you will think, make decisions and it did for me. He started to explain it’s a mastermind group with 1o1 coaching with top marketers and he told me all features and benefits. Later, I asked my questions and objections and he of course demonized them all. 2 More points for him! I told him what I expect from the perfect coaching program and he told me this program is offering everything I desire. The next objections I had was authority issue, is it for real, so he sent me a website with more information about the company and about the program with some testimonials. The sales guy told me the price for this program is $2k and I knew I’m not going to do it. It’s just too much for coaching and I preferred to invest my money to my upcoming projects.
The reason I’m telling you this story is because of the rule of commitment and consistency used in a very sneaky way. Because $2k was too much for me, next suggestion from him was, what about 3 payments $700 each. That sounded much better but I always prefer to do some research, reviews on different forums, etc. He told me that it’s limited time offer and price $2k can come back to normal price $5k pretty soon or program can be closed any time soon. Here we go – scarcity factor – I’m going to talk later on here. That’s the point when the sales guy proposed me a small commitment to do right now and to pay full after I will decide.
I could also get a full refund if I asked later on. It was like $20. But $20 was nothing compared to $2k, it was the symbol of commitment. Commitment that I’m serious because the way he justified this commitment is that he wants to do me a ‘favor’ (does it sound familiar to you?) and give me a chance to be a part of this one and only super-amazing coaching program. It made sense, was logical, coaching programs can’t have 100s of people but the seats have to be limited. I was still not fully persuaded and giving away my credit card info over the phone. But because he passed the authority rule I felt more confident to try him. I finally decided to give him my info and pay $20 as a small commitment. At this point I was trapped in consistency pressure. I would feel really bad to say I want a refund even if I will find out some bad comments about this program. But because I didn’t – I proceed with full payment.
It’s a well known tactic used in selling high ticket programs over the phone, I’ve experienced very similar scenarios with 2 other calls I got from sales people who pushed almost all persuasion rules and small commitment was always the last thing they asked, if I said ‘no’. It was their last weapon of persuasion that was pretty seductive. From my experience, this method worked really well and I see know more clearly why.
Free Trial Offers
How can you use this rule, if you are not selling any high ticket programs? What about famous $1 free trial offers? What about FREE CD (just pay shipping and handling). It’s now almost anywhere and I tried almost all these programs. The trick is that many of these has some continuity program – forced continuity – so be aware. Although some offer $1 for trial 14 days and after you will try the product it will automatically charge your card $47, but you can cancel anytime in these 14 days. I believe it’s a fair deal, there is no risk involved and it works pretty similar to full refund guarantee. The distinguishable difference is that people love to try special offers, special discounts, $1 offers or free CDs. It’s the trap almost any of us are falling into, and if you won’t utilize it in your business, you are missing it. It will increase your conversion dramatically, I can assure you that. It’s much easier for the person to pay $1 than $47, especially if they are cold prospects with no relationship to you. It’s hard to send $47 to person you don’t know, just reading a long sales letter.
If you will start to offer some cool deals to your potential clients, they will trust you more and appreciate the opportunity you’re giving. It can bring much more benefits than you could ever imagine. Because of the law of consistency, once someone commit to try your system, it’s socially ‘not-cool’ to quit then, it’s also ‘not-cool’ to refund if they liked your product. Even if it’s only 1 email they have to send to get a refund, if they really got the value from your product, it’s almost impossible from them to ask you to cancel it. Of course it’s not going to happen always, some people may be insensitive about this matter and exploit the system, but it’s always a minority. That’s why, I want to encourage you to employ somewhere this law of commitment and you can expect great results.
Goal Setting
That’s why, if you read about setting goals, you will find out that everyone is teaching to write them down. This small commitment – writing goals down – will bring you more motivation to accomplish it no matter what. I used this commitment rule in my ‘0 to 50k challenge’. Detailed description of my goals for next 5 months and income I want to achieve. It’s all written and publically published. How would I feel if I won’t accomplish these goals? Pretty bad, it’s more than just consistency for me but I know it’s an extra motivation to pursue my goals. Once you understand this rule, you can use it in your life, to end your bad habits, do something outside your comfort zone and sell more stuff 
.
“A foolish consistency is the hobgoblin of little minds” Emerson
Defense
In the defense people can have a gut feeling that something is wrong with this offer. That it’s not made in a good faith. You can diminish these objections by brining some good reasons, why do you require this small commitment. It will demolish most of the ‘defense mechanism’.
3. Law Of Social Proof
Social proof rule is happening everywhere, all the time. We are following this rule on our daily basis without even thinking about it. It’s an automatic response. Social proof tells that we are more likely to do the things other people are doing. If you find out that many people are doing something, you will more likely do it or at least be persuaded to try it out, than if no one will do it.
Crosswalk Sample
Have you ever wanted to go through crosswalk but stopped because of the red light? What happened, if one person will go through crosswalk on red light and there are 5 more people on your side? Do you feel more justified that ‘this is right thing to do’ or that it is ‘ok’? It’s like you are getting extra few points to ‘YES’ decision against ‘NO’ decision. What if you will see 2 people going on the red light? It will mostly cause you to go with them. If more than 50% go through crosswalk, almost everyone will do it. It’s just a basic example and seen by me almost everywhere. It’s a pure example of imitation. It happens in every similar situation. It may be perceived as we are ‘like robots’ – looking for proof, seeking what other people are doing to justify our actions. We just feel much less uneasy if we do what other people are doing, than do it by ourselves. I’ve seen also the situation when there were over 10 people waiting on the red light, no one crossed it and suddenly a woman running across. I heard a voice of dissatisfaction of this situation. It’s funny, because if there will be more than 1 person, we will perceive it as more natural. But if it’s a single individual, that’s different, like person is going away from the ‘group’. Very strange, but also ‘very human’.
Advertising
Social proof is used almost everywhere in advertising. Anywhere you look there will be a testimonial from someone, who tried the product, and what I miracle it was. One of the phrases justifying it’s socially proven to work for many people is: “largest-selling” or “fastest-growing”. It implies that if it’s selling well and fast, it has to be good. It has to be quality if people are spending money on it.
Just go to YouTube and examine yourself how do you select which videos to click – one with 45 views or other with 34,644 views? What if 1 video has 1/5 rating and second 4/5 rating? Which one you are going more likely to click? It’s just natural we like to watch the best movies, listen to the best music, the most popular bands and so on. If it’s popular, it must be good – that’s a reasoning that we are following in making our decisions.
Testimonials
Social proof can totally explode your sales letter conversion rate. Use testimonials always, it will diminish people’s uncertainty and make them more comfortable to proceed. You can use different kind of testimonials, text, audio or video testimonials. In text ones you can include picture of the person and the before-after-effect proof. It will increase the integrity of the proof. Mediums like audios or videos are even more powerful. If you can get person on the phone and ask for testimonial, that’s the easiest way to get an audio testimonial. It’s a bit more hard for a video testimonial, but it’s 10x more powerful than the text one. Almost anyone will believe you, if it’s in a video. It’s an instant proof, best possible way of social proof you can have. Include also a first name of the person and where is he/she from. Put also a headline on the top box with the best phrase from the testimonial that can sum it up.
There are 4 questions you should ask to get the best possible testimonial in the world!
1. Where you skeptical when you first ordered? Explain it
2. What did happen then? (did the product delivery go smooth?)
3. Did it work for you, and how well? Explain
4. Tell me some of the people that you might recommend this product to
Similarity
One of the very important and mostly missed things you have to remember about is the similarity rule. You need to know your target market. Then find the testimonials from people that match the best to your average model prospect. In that way, you will speak to most of the people. If the person who gave the testimonial is similar to the person who is reading it – testimonial will be much better received and much more powerful. It’s from the simple reason that we are more persuaded from people just like us. It can be similar age, same sex, accent, look or anything else that defines the person. That’s why audio or video testimonials are that powerful, they are giving these 2 extra mediums that are audio and video. Once you watch someone on the video, you will hear his way of talking, his look and expressions. After short testimonial you will feel that you know this person, you will establish a bond with him/her. The good idea is also to diversify your testimonials, different people from different places, etc.
Suicide
We are most receptive and influenced when we are unsure of the decision, when we are not certain. In this moment we look and accept actions of other people. There were very interesting studies being made about suicidal rate increase after a suicide story was published in newspaper. In the first month of the story, monthly suicide rates increased to over 1300% average rate, 1 month after 900% and after 2 months 100%. This increasing spike has been viewed many times in suicide story published cases. It seems, that in a state of uncertainty, suicide people are getting persuaded that they can do it because someone did it just a few days ago. Newspaper publication may also be perceived by a suicidal that if you kill yourself you can be famous – first page on newspaper. That’s pretty sad and scary statistics can give you an idea how powerful social proof is. I hope you will use it in a good will.
Social proof can cause apathy. It may be seen often in different kind of emergency situations. There were studies about this subject and the result was that we are a very apathetic society. Even in case of emergencies, we are not willing to take action. It’s not because we are bad people but because we need this extra motivation and be assured it’s really an emergency and not some kind of joke. One time a person was seriously injured and no one did help him. When the person screamed directly to someone and told him about the situation, the person felt responsible to the injured person life and took action right away to help him.
Defense
Every time you are trying to sell something or even make people take some action, justify It with some social proof, testimonials. Inform the prospect that many have done it too. It will make persuasion so much easier. Remember about objections people may have about testimonials. Are they for real? Is the story real? To diminish all of them try to get some video testimonials – they can look amateurish from webcam, it doesn’t matter. No one expect glamour testimonials but real people. That’s the key. Don’t try to fake it, people are smart and are going to detect it immediately. Fake it once you make it? The answer is no
4. Law Of Liking
We tend to be influenced more from the people we like. It means that we value opinions of our friends much more than from the strangers. It’s nothing surprising.
What causes liking?
Attractiveness
Good-looking people have an advantage in social interaction. It’s called “halo effect” when 1 positive characteristic of a person dominated the way is perceived by others. Attractiveness is one of the most significant. Subconsciously we connect good-looking to intelligence, talent, honesty and kindness. Even though we may have different associations consciously, judgment is being made without us being aware. Good looking equals good is a true statement.
Some experiments showed that attractive people tend to get more help and have much more power of influence in changing other people’s opinions. This rule is clearly exposed with sales training. Sales people are trained how to wear fashionable clothes, how to look good. In face to face selling you will mostly meet pretty people because people tend to listen to them more.
Similarity
The second thing that can produce liking is similarity. We like people more that are like us. This rule was also showed in social proof. Similarity can be in areas of background, lifestyle, dress, opinions and nationality.
When I was in London on English course I experienced that similarity factor. It happened when on break people gathered to others in same nationality. When I found someone in my nationality there was an instant contact, effortless. Because of accent, cultural, look differences it may be harder to establish relationship to the person from different background.
I did remember many times I talked to some sales guy, that I’m from Poland and he related that his parents/aunt etc. where from Poland too. Instant similarity factor. This can be manipulated by any sales people to establish an instant bond and trust with a client.
Celebrity
Have you ever seen a TV commercial with some celebrity praising a product? Sometimes these celebrities have nothing to do with the product they promote, but because of the principle of association and relations, some celebrity can be connected to fun. If some celebrity is promoting coca cola product, it relates: celebrity = fun so when I drink cola I’m going to have fun, positive emotions, pleasure. If you like this celebrity particularly, the message can be even more powerful.
Sport Teams
Association principle appears also with sport fans. They associate the victory or failure with the team they like. When our sport team wins it proves our own superiority. When our sport team wins we are saying “we’re number one!”, not “they are number one!”. But when the team is defeated, the association may be weaker, because it’s a negative association.
The main causes of liking are physical attractiveness, similarity and association.
Liking In Marketing
Did you hear about viral marketing? It’s a new way of getting tons of traffic utilizing the rule of liking. It can be used with tell-a-friend script where you are recommending some link to your friends. A friend will be greatly influenced by the sender because of the liking factor. It also means that this friend can send to next friends, and these friends to more friends. That creates the viral effect. It happens all the time with so called ‘viral videos’ getting millions of views overnight. It’s all based on word-of-mouth marketing and is extremely powerful, especially because internet has became a big social network that is available to almost anyone.
Now, more than ever before, people have more power to rate what’s good and what’s not. Internet people have the power to share opinions about various services, products and nothing can be hided. I believe it’s a good thing, people are becoming smarter, they do the research first before buying anything. They base their decisions on other people’s opinions. It means that even less known products can sell better than more popular ones. It’s because first products are just better, provide more value to the customer. Liking factor plays an enormous role with a friend recommendation. If you are looking for tell-a-friend script just google it and you will find plenty of them.
5. Law Of Authority
People tend to obey authority figures, even if the actions can be questionable. From the small child we did obey our parents and teachers. In adult life we obey to employers, judges. It makes sense because we view authority figure as someone with more knowledge, wisdom and power than we have and it’s smart to obey them. It may be definitely beneficial for us but it can also allow us for automatic obedience. We are reacting, rather than thinking. We prefer mindless obedience, not questioning authorities.
Authority influence can be stronger than liking influence. For example, if you are going to a doctor about your medical condition, you are going to believe him more than your friend. It’s obvious. Because authority obedience is written in us from very beginning we tend not to question opinion of the authority figure.
“Think for yourself and question authority” by Timothy Leary
“When I say think for yourself, I don’t mean think selfishly for yourself. I mean think independently.” by Timothy Leary
Authority Symbols
People often react mindlessly to a person that appears to be an authority. We react very strongly to symbols.
Titles
Titles can be the most difficult and the easiest to obtain. Professor, doctor titles will change the way you behave to this person. You will listen more carefully what this person is saying because he/she is an authority.
Clothes
Authority clothes can trigger people automatically to listen to them without questioning. Blue color can be related to security – police. White clothes to a doctor – help.
Trappings
Jewelry, cars, expensive clothes carry the status and position. We will behave differently with the person from economic and expensive car.
Authority In Marketing
Do you know any well-known marketers? They can be your authorities in internet marketing. Especially if you bought from them some products and liked them. If I did buy some product from some marketer and liked it, I know I will buy more from this person and read every email he sends me. Because of authority aura, I believe he can give me greater value than anyone else.
To become an authority – expert in your niche – you just need to claim it. Claim that you are the expert in this field and you need to listen to me. It’s that simple. Of course, you will need to provide some proofs, testimonials to back this statement.
Get the testimonials from well-known people in your niche. People that appear to be an authority in your industry. Such testimonials can be very powerful.
Think about the colors you are using on your pages, maybe try to use authority colors or increase security factor? Blue background can be a good way to increase safety feeling on your site.
Provide proofs that your system works. Show before and after effects, pictures, videos how your life changed after discovering this secret system. To appear as an authority you need to persuade people that you are one.
Objections
You are not an expert, you are laying.
Provide more proofs from people telling that you are indeed an expert in this field. More testimonials, more authority figures talking about you.
I can’t trust him.
Similar to above. Provide guaranteed policy, show picture of yourself, signature and address of your company. Do everything to appear as a real person that people can trust.
6. Law Of Scarcity
Scarcity can generate higher demand to your product. We tend to think if something is limited, rare in quantity – it has to be valuable. People hate to lose any opportunity to change their life and may resist to not try your offer. “For limited time only” is a well known marketing tactic to trigger scarcity factor.
If you collect coins, more rare the coin is, more valuable it is. The rarest coins can be sold for a lot of money and the demand for it can be huge. The price rises because of the higher demand. It means you can sell the same content for the higher price if you use the scarcity factor. It will be automatically perceived as more valuable.
Scarcity in marketing
One of the previously discovered ways of marketing new products is product launch. In a few days to few weeks you are giving to people free content and testimonials and all other elements from the sales page. You’re giving it in small chunks to make people interested and intrigued about your product. There is a deadline set up, with exact date and time. At the end of the product launch there is limited time only, limited quantity, limited low price scarcity rule employed. Product launches are open mostly for just few days, if not few hours and sells like hundreds of high-ticket programs ($1,000+) in a matter of days or less. Because a lot of products in product launches are physical, there is easy justification why it’s limited. “I’ve only 200 copies of this powerful system, so don’t wait and claim your copy right now!”.
In addition to build bigger event around the product, people employ pre-launch tactic to send to the ‘special list’ broadcast message, 10 minutes before, with ‘secret link’ to get some more cool bonuses or discounts. That’s why you are seeing $1M in 2 hours launches. It exploits scarcity factor perfectly. Learn from these launches and employ it in your own marketing. It’s indeed one of the most powerful weapons ever discovered in online marketing. Product launches mostly employ all 6 laws of persuasion in small videos, reports, audios, teleseminars. If you want to learn more about it check Mass Control or Product Launch Formula.
Add in you sales page limited quantity factor before order button. You can also add it in PS message. Provide honest cause of doing this. You can tell for example:
“PPS - After the first 100 people sign up I'm raising the price to $XXX.00. So take action and order now to make sure you get the best price!”
“You have to act fast, because I'm only making 23 memberships of the XXX membership available.”
“PS. Get in now before the price goes up. Right now is the lowest investment XXX will ever be. Lock in your spot now before you kick yourself later! “
“It is on that basis that I am locking myself in at the insanely low, one-time investment of $197.00, $97.00, $77.00 Just $47 ONE-TIME (for a very limited time only) and clicking the below secure order link below to get started! “
“I realize that the price will go up to $47 then $67 then $97 soon - and the secret mystery bonus will be removed, once the next 100 16 copies have been taken. “
“This is an exclusive bonus available only to the first 500 60 people to pick up a copy of XXX...so what are you waiting for? Get it now! “
Scarcity works best when it’s newly scarce and people have to compete with others. You can say that if you won’t act right now I’m going to give this wonderful bonus to someone else. No one likes to lose opportunity and especially giving it to anyone else. It’s associated with a painful feeling.
Objections
People can recognize that your scarcity factor is just to persuade them to buy it now. They can think your cause of scarcity quantity is not true. It can decrease your reputation on the market so always keep the word. If you have a limited quantity, don’t sell after you will sell this amount. It may actually create scarcity afterword and in re-launch increase sales.
Ending
I didn’t plan to write such a long post, there is just so much I wanted to share. I hope you have learnt something from this and will implement some of these laws in your marketing. It’s crucial to take this knowledge and apply it. Don’t wait tomorrow, do it today! What if small changes in your capture/sales page can increase you revenue by 200%? Any small change can be incredibly valuable for your business.
I hope you will use this knowledge in a good will and market the products that will give value to the market and change people’s life.
“The most important persuasion tool you have in your entire arsenal is integrity.” By Zig Ziglar
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Social Proof
Persuasion
References:
“Influence: The Psychology of Persuasion” by Robert Cialdini
Give It Back Image
Ending Image
Persuasion on Wikipedia
Cognitive Dissonance on Wikipedia
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The basic idea is to create bunch of pages on social sites that allow you to post some content. You can post there your articles, videos, rss feeds, images and other. The main key is to create these green pages with relevant content that is in your page – page you link to. Another good idea is to link to your subpage, for example mydomain.com/cooking-frenzy.
The only difference here is that you link each social site to another one. It creates a ‘wheel’ and can pass some nice link juice (strong backlink).
It becomes a bit more complicated. The second layer is blue. You use the same concept of linking each blue site to another as before. The only difference is that you also connect layer 1 green sites with blue ones. It creates pretty powerful backlinks with different high PR domains.
