How To Make Your Customers say "Yes".



Automatic compliance triggers might bring a customer 


Imagine if you could convince your consumers to virtually always comply with your wishes. Does this seem like a marketing dream? Well, it's not simply a fantasy. Behavioural research demonstrates that some triggers can cause people to agree or comply with minimum conscious deliberation. Nancy Harhut, author of Using Behavioral Science in Marketing, provided valuable insights on "automatic compliance triggers." These are basic but powerful strategies that can greatly improve the success of your marketing campaigns.


The Power of "Because"


 Harhut's favourite trigger is the simple word "because." She references a classic research by Harvard psychologist Ellen Langer that indicates its significant impact. During the experiment, researchers attempted to cut in line at a copy machine. When they merely asked to cut in line, almost 60% consented. However, when they included a justification preceded by "because" - even if it was nonsensical - compliance increased to 94%.


What are the takeaways for marketers? 


Try adding "because" to your call to action. Instead of the generic "Subscribe to our newsletter," try "Subscribe to our newsletter because you'll receive exclusive insights that will give you an advantage over your competitors." The "because" serves as a mental shortcut, causing your audience to nod along without completely comprehending what follows. Of course, if the reason that follows "because" is strong, that's better.


Charts Are Credibility Enhancers


 Harhut proposes another automatic compliance trigger: the use of charts or graphs. Surprisingly, their very appearance might offer credibility to your message, even if they aren't extensively examined. Harhut provided an instance of a big metropolitan daily that experienced a significant increase in subscribers after including a simple chart comparing their offer to conventional pricing. The chart was so effective that it is still in use years later. This is consistent with what is known as the "picture superiority effect": our brains are wired to process and remember visual information more quickly than text. So, the next time you're making a complex argument or presenting statistics, try using a chart or graph. It might well give you a credibility boost.


More Compliance Triggers


 Aside from these instances, there are more automatic compliance triggers worth investigating. Many of Robert Cialdini's Principles of Influence can be compelling. Even if they are not the main subject of an advertisement, their existence might impact buyer behavior. There are seven principles and dozens of cognitive biases, but here are a few instances of mental shortcuts that marketers frequently exploit to good effect: 


Social Proof

We are herd animals at heart. Demonstrating that others are using your product or service might elicit an almost instinctive desire to follow suit. That is why you see statements like "10,000+ satisfied customers" or photos of happy people.


Scarcity

Our brains prioritize rare and limited resources. "Limited time offer" or "Only 3 left in stock" can elicit immediate response from your viewers. We are taught to defer to authority figures. Expert endorsements or industry credentials can considerably increase the persuasiveness of your message. A spokesman wearing a white lab coat can convey scientific credibility.

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