Cialdini & the buyer journey

As a subject matter expert, you may have heard of the American psychologist Cialdini. Marketers and politicians love the man. They have been persuading others using Cialdini’s Principles of Influence since the 1980s.

And, rightly so… When marketing your services, it makes a lot of sense to apply the principles of reciprocity, liking, social proof, authority, commitment & consistency, and scarcity.

However, you’ll need to think carefully about when to employ which principle.

Let’s consider the buyer journey.

Before a client decides to buy your service, they first need to be aware of an imminent challenge and consider your solution in overcoming this challenge. So, before a client becomes a client, they go through an awareness phase. Then, a consideration phase. And finally, a decision phase.

It seems, for each phase, there are 2 principles that are most useful and powerful.

That is, if you also consider the Core Motives Model of Social Influence, developed by Cialdini’s colleague Gregory Neidert. This model shows when to most effectively employ the Principles of Influence for maximum impact.

In the awareness phase, it’s wise to focus on cultivating relationships. For which you can apply reciprocity and liking.

People try to repay, in kind, what another person has provided them with. So, be the first to give. Make sure it’s an actual gift, not a reward. Something significant, personalized, and unexpected.

People are more likely to trust and say yes to someone they know and like. So, find genuine similarities between yourself and your (soon to be) client and give praise.

In the consideration phase, it’s all about reducing uncertainty. Which can be done through providing social proof and displaying authority.

Assure your client that buying your service is the right thing to do. Show them many similar others have done the same. And, position yourself as a trustworthy expert and credible authority.

In the decision phase, you want to motivate your client into action. For which the principles of commitment & consistency and scarcity can be employed.

People like to be consistent in what they say and what they do. So, make sure that your (soon to be) client is part of the decision on your solution. And, have them commit to it.

People value things more when they’re hard to get or unavailable. So, highlight the exclusivity of and competition for your offer. And, what a client might loose if they don’t buy your services.

Applying Cialdini’s Principles of Influence are a powerful way to persuade others. Especially, if you know when to employ them for maximum impact.

Hope this helps!

Thank you for reading Nudge #012, sent to busy subject matter experts on December 12, 2023.