Understand the Psychology of Persuasion in Marketing

Looking for a way to understand persuasion marketing from a psychological standpoint? As marketers our job is get people to buys services and products. In order to do this we not only have to communicate what our products and services are we need to persuade people to buy them. Influence gets much deeper and I found it to be a very good read for its marketing aspects and its very helpful for life application.

Dr. Robert Cialdini, in his book Influence: The Psychology of Persuasion, explains the psychology behind persuasion. He also discusses how to apply your understanding of persuasion in your daily life. This book is a based on an evidence-based research where he studied what moves people to say “yes”. Looking for your boss to say yes to a raise? Wanting your brand followers to say yes to a sale?

Cialdini discusses six universal principles of persuasion and how to use them; reciprocity, consistency and commitment, likability, authority, social proof, and scarcity. These principles are used separately or altogether but the most important thing is knowing what principle to use in the right situation. Dr. Cialdini discusses that as well.

He also adds some techniques on how to defend yourself when these principles are used against you. Bosses, your gonna need this if you think your employees are going to ask for a raise.