Making money online involves influencing the actions of others. Whether you want people to buy your book, subscribe to your blog, follow a link or whatever.
The biggest and wealthiest business experts understand and put to use the fundamental elements on influence. Online businesses often fail when they don’t grasp these psychological and societal norms.
1. Social Proof
Humans nature involves a desire to fit in with the pack. Not only that, but most people subconsciously assume that those around them posses more information or knowledge. So the actions of others are frequently deemed appropriate. Demonstrating popularity of your product or service clings to this inherent belief.
Nightclubs play into this notion by limiting the number of people allowed in the club. Instead of letting everyone in, create a long line outside and more and more people begin joining the wait. If tons of others are willing to wait to get inside this club, it must be a blast, right?
The most common form of social proof online is testimonials. Prove others are using your product or service, and your ability to convert more desired actions increases.
2. Reciprocity
People respond to a positive action with another positive action. So, initiate a positive action and you’ll likely see it reflected back. You see this when in your car stuck at a red light. A homeless man starts washing your windshield without being asked.
He has just initiated a positive action and you’re likely to respond with a small tip. If he asked for your permission before scrubbing the bugs off your windshield, you likely would have said no.
You can use this to your benefit online by giving something away for free. Consider it an investment, knowing you are getting something back in the future. For example, start a blog offering free information and the likelihood a visitor purchases something you recommend increases.
3. Scarcity
Additional value is given when something is perceived as limited. You see this every holiday season when companies limit the number of products released. Limit the availability of something and see the demand for it skyrocket.
Toy companies do this during the Christmas shopping season. Under-supply the store shelves by knowingly failing to provide an ample supply of the toy and watch a shopping craze ensue.
Scarcity can also be achieved by providing a deadline. Time barriers force quicker reactions.
4. Authority.
People are strongly influenced by authority figures. Sport a white lab coat and you can get away with anything. The Milgram experiment demonstrated this when strangers willingly shocked someone in another room for no apparent reason other than having been directed to do so by a man in a white coat.
Establish yourself as an authority figure online, and you can influence actions. You are an authority or expert in something, especially in this day and age when you don’t need a PhD or certain degree to be an “expert”. You just to frame yourself as one and provide useful information to an audience.
Tags: influence, persuasion, testimonials, scarcity, reciprocity, marketing, authority
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