Part II: 🤬 We are all emotional 😭 drama queens 👸

How to influence buying & purchasing decisions using emotions

Using these 6 ways you can influence buying decisions of your potential customers. In the previous episode we talked about how we all make emotional decisions when it comes to purchasing products and services.

 

Reciprocity:

In the study, giving diners a single mint at the end of their meal typically increased tips by around 3%. Interestingly, if the gift is doubled and two mints are provided, tips don’t double. They quadruple—a 14% increase in tips

Scarcity:

When British Airways announced in 2003 that they would no longer be operating the twice daily London—New York Concorde flight because it had become uneconomical to run, sales the very next day took off. Notice that nothing had changed about the Concorde itself. It certainly didn’t fly any faster, the service didn’t suddenly get better, and the airfare didn’t drop. It had simply become a scarce resource. And as a result, people wanted it more.

Authority:

One group of real estate agents was able to increase both the number of property appraisals and the number of subsequent contracts that they wrote by arranging for reception staff who answered customer enquiries to first mention their colleagues’ credentials and expertise.

So, customers interested in letting a property were told “Lettings? Let me connect you with Sandra, who has over 15 years’ experience letting properties in this area.” Customers who wanted more information about selling properties were told “Speak to Peter, our head of sales. He has over 20 years’ experience selling properties. I’ll put you through now.”

The impact of this expert introduction led to a 20% rise in the number of appointments and a 15% increase in the number of signed contracts.

Consistency:

In one famous set of studies, researchers found rather unsurprisingly that very few people would be willing to erect an unsightly wooden board on their front lawn to support a Drive Safely campaign in their neighborhood.

However in a similar neighborhood close by, four times as many homeowners indicated that they would be willing to erect this unsightly billboard. Why? Because ten days previously, they had agreed to place a small postcard in the front window of their homes that signaled their support for a Drive Safely campaign. That small card was the initial commitment that led to a 400% increase in a much bigger but still consistent change.

Liking:

Persuasion science tells us that there are three important factors. We like people who are similar to us, we like people who pay us compliments, and we like people who cooperate with us towards mutual goals.

Consensus:

75% of people who check into a hotel for four nights or longer will reuse their towels at some point during their stay. So what would happen if we took a lesson from the Principle of Consensus and simply included that information on the cards and said that 75% of our guests reuse their towels at some time during their stay, so please do so as well. It turns out that when we do this, towel reuse rises by 26%.

Source: 6 Principles of Persuasion

How to influence buying & purchasing decisions using emotions

Using these 6 ways you can influence buying decisions of your potential customers. In the previous episode we talked about how we all make emotional decisions when it comes to purchasing products and services.

 

Reciprocity:

In the study, giving diners a single mint at the end of their meal typically increased tips by around 3%. Interestingly, if the gift is doubled and two mints are provided, tips don’t double. They quadruple—a 14% increase in tips

Scarcity:

When British Airways announced in 2003 that they would no longer be operating the twice daily London—New York Concorde flight because it had become uneconomical to run, sales the very next day took off. Notice that nothing had changed about the Concorde itself. It certainly didn’t fly any faster, the service didn’t suddenly get better, and the airfare didn’t drop. It had simply become a scarce resource. And as a result, people wanted it more.

Authority:

One group of real estate agents was able to increase both the number of property appraisals and the number of subsequent contracts that they wrote by arranging for reception staff who answered customer enquiries to first mention their colleagues’ credentials and expertise.

So, customers interested in letting a property were told “Lettings? Let me connect you with Sandra, who has over 15 years’ experience letting properties in this area.” Customers who wanted more information about selling properties were told “Speak to Peter, our head of sales. He has over 20 years’ experience selling properties. I’ll put you through now.”

The impact of this expert introduction led to a 20% rise in the number of appointments and a 15% increase in the number of signed contracts.

Consistency:

In one famous set of studies, researchers found rather unsurprisingly that very few people would be willing to erect an unsightly wooden board on their front lawn to support a Drive Safely campaign in their neighborhood.

However in a similar neighborhood close by, four times as many homeowners indicated that they would be willing to erect this unsightly billboard. Why? Because ten days previously, they had agreed to place a small postcard in the front window of their homes that signaled their support for a Drive Safely campaign. That small card was the initial commitment that led to a 400% increase in a much bigger but still consistent change.

Liking:

Persuasion science tells us that there are three important factors. We like people who are similar to us, we like people who pay us compliments, and we like people who cooperate with us towards mutual goals.

Consensus:

75% of people who check into a hotel for four nights or longer will reuse their towels at some point during their stay. So what would happen if we took a lesson from the Principle of Consensus and simply included that information on the cards and said that 75% of our guests reuse their towels at some time during their stay, so please do so as well. It turns out that when we do this, towel reuse rises by 26%.

Source: 6 Principles of Persuasion