American Professor Robert Cialdini
One of the great American psychologists shows us several of the most basic tactics influencing the choices and decisions of people. American psychologist Robert Chialdini introduce us to the basic mechanisms affecting the consumer, namely: reciprocity, commitment and consistency, consensus similarity, authority and limited quantities.
He is best known for his book one of persuasion in marketing – Influence: The Psychology of Persuasion. The book has sold over 2 million copies and been translated into twenty-six languages. Robert Chialdini was listed in Business Best Seller List of New York Times. Fortune Magazine lists the book in their “75 smartest business books” list. Harvard Business Review lists the research of Dr. Chialdini in “Drilling Ideas for today’s business-oriented”
Reciprocity leads to creating a few links (links) in your email a to websites or general information that emphasizes the strength of the product you’re advertising, and at the same time refers to the reader more information and greater envelopment of your influence through this seemingly simple email.
Influence: The Psychology of Persuasion
Commitment is one of the things that will play on your. Let’s say that a user read your email, but it’s not interested in buying at first glance, but clicked a few links and subscribed to receive your regular newsletter about new offers and promotions. And here comes the virtue of consistency. You have prompted the consumers to return to your site or to explore your product. Involve them to continue to monitor what you offer and to seek more information about what you offer. So at some point this will lead to contact.
To achieve consensus with prospective buyers use any available information presenting your product in the best light. I.e. Use any review or study offered by you as a way to apply additional information supporting your product.
One of the strongest weapons of persuasion is similarity. If let say close friend of yours or idol, which you admire or you are alike with (i.e. a person with whom you feel similarity) recommend the product or given service, you will be much more likely to go and ordering the same. It is good to use in an email campaign a person who is admired and which has remained pleased with what he saw and bought.
The authority of a company or the brand is everything. This is the reputation you have built for years. Use it to your advantage. Do not be afraid to show who you are, what you do and what you offer. On the contrary, show that your company name is the equivalent of quality, security and guarantee of a good product.
One of the most clever ways to persuade is the idea of limited quantity. Every year in various fields of business there is a term called “Limited Edition”. The idea of the limited amount leads to the thought of urgency. “We offer this and that product, only this month due to a reason.” Fit the text yourself, the main idea is that a product is a good offer, but for a limited time only or for a limited amount quickens the thought of buying more than anything else. Users love to see good offers, but are not always willing to pass on purchase immediately. One thing that speeds up this process is “limited amount” as a mean of persuasion. Here the user can no longer wonder very long, because the quantities are reduced and expired in seconds in his brain.
psychology of email marketing
These are among some of the best tactics Dr. Robert Chialdini, but there are a lot of other things that your email marketing can influence psychologically on consumers. What you need is a little information on how the brain of each of us ticks every day. You must be aware that each trick has its power, so don’t discard any idea of success, apply different tactics and strategies in your email marketing to see what is it that works to the highest success rate for your product or service. Use even custom solutions. Sometimes you think that something you don’t like won’t work, doesn’t mean that it wouldn’t appeal to other people. Experiment, work, seek new solutions. At one point you will see how your email marketing succeeds where you yourself are in deadlock for years.