Everyone on the internet has someone they look up to, trust, or regard as an authority figure. If there is a recommendation or affirmation from an authority figure, these people are more likely to buy. People are more inclined to trust a knowledgeable expert. Someone who has a thorough understanding of the topic under consideration is preferable to someone who is inexperienced. It is human nature to follow others in positions of power, even though they are forcing them to do anything they do not want to do. Patients are more likely to comply with a doctor who displays his or her medical credential on the wall, which includes impressive specialization and work history in reputable hospitals, than one who does not.
Someone in uniform directing traffic is more likely to get people to follow him than someone in plain cloth.
As an example, Kanye West’s Yeezy Sneaker received more acceptance than anticipated for a start-up brand because he is a person of authority. The fact that they’ve partnered with Adidas says it all. The public’s opinion of his celebrity or appearance can easily be transferred to the brand. Brands may use this idea by enlisting the help of a well-known celebrity with a large fan base to talk about or support their product. You can either hire an athlete or a general authority figure in the region, or you can rely on borrowed authority. Buying and selling from licensed brands (Shell, Jumia, Access, Facebook). It is better if your brand, firm, or you become the authority over time.
This can be accomplished by participating in interviews, writing a blog, or contributing to a publication. It’s critical that you talk confidently as an expert or authority in your field on any of these occasions.
People prefer people who are like them. Individuals are more at ease with those who regard them as friends. The more you like someone, the more likely you are to be swayed or persuaded by them.
In general, liking is a product of the other party’s similar interest or attraction. It has been shown that more attractive people sell more.
This theory has three components:
-Those who are close to us
-Those who complement us
-Those who collaborate with us to achieve common goals
It is important that we structure our communication in such a way that these issues are addressed. We can do this by combining the details in our customer profile with our customer avatar. When we engage them, we should connect in a way that demonstrates we are similar to them, and we can make sure we complement them where possible while still working together to achieve their objective.
These measures will raise our client’s liking for us and help us sell more.
Writing the organization’s bio to include items that provide common ground between the organization and potential clients would also be extremely beneficial. Your about us page should be able to establish a connection with your target audience.
The Unity Principle, as described by Cialdini, is the mutual identity that the influencer and the influencee share. Beyond the fundamental similarities of the liking concept, this section focuses on what the influencer and the influence have in common. The more we believe that people are a part of us, the more likely we are to be affected by them.
This is consistent with the theme of pre-suasion, which happens prior to persuasion. The common identity has placed the person’s mind in a relaxed state in this situation. It is now much easier to convince someone like this.
Connecting with a former classmate in a distant city in another world, for example; there is chemistry that can make convincing easier. These seven vital secrets are universal, and they are enshrined in man’s psychological DNA. They are unaffected by culture, faith, or other social factors. These 7 principles, in addition to any other principles used to influence a market segment, should be prioritized by any digital marketing expert. The novelty of the product or the primary message that the digital marketer wants to get out to his or her target market should be influenced by this when creating a marketing campaign’s ad copy. In the same way that SpaceX Dragon Falcon 9 rocket sent astronauts Doug Hurley and Bob Behnken to the International Space Station.
One important factor we discussed in the first part of this article is that, while digital marketing tools and platforms are rapidly evolving, human behavior that drives purchasing habits remains constant.
Since a client’s actions plays a significant role in deciding the course of action he or she may take online. It’s critical to comprehend behavior models and use them to supplement the seven secrets we’ve been discussing. We’ll wrap up this article by analyzing BJ Fogg’s Behaviour model, which was developed by a leading social scientist. The “Foggs Behavior Model” is the name of this model. It’s a basic thought experiment in which Fogg comes to the conclusion that there is a formula for changing one’s actions. Trigger, Motivation, and Ability are three main factors that influence actions, according to him. He developed that for actions to occur, these three variables must be present, using this simple illustration to describe the model: You just received a phone call, and the phone call is a catalyst.
You are, of course, supposed to answer your phone. You, on the other hand, did not choose it. What factors are most likely to be to blame for this?
A) You might be getting ready for a shower.
If your explanation is A: It is a “Ability” question.
B) You may not be in the mood to pick up that particular person’s call. If the response is B, the problem is one of “motivation.”
It is important to apply this knowledge to digital marketing. Every digital marketer’s goal in each digital marketing campaign is to change people’s minds about his or her products and services. All of your ad copy should be written with these three items in mind. Allow for “high motivation,” stuff that will compel your potential client to say, “I want to take action. “For example, a great product at a reasonable price, enticing rewards, social evidence, value-based service, and so on. Also, make it simple for them to take action if they have “high ability,” for example. An order form that auto-fills the buyer’s contact information as you fill it out. Finally, there should be a convincing call to action link with a “High trigger.”