Marketing Is Persuasion

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Most of us realize that persuasion is a part of everyday life – we’re conditioned from birth to use persuasion tactics to get what we want, from milk to  even though we don’t necessarily realize the logic and science behind those tactics or why they’re so effective. It’s also an inseparable part of marketing – in fact, marketing without persuasion just isn’t marketing.

After all, the goal of marketing is to help you reach a decision to take some sort of action, whether that’s buying the latest gadget, trading your email address for a free report, quitting smoking, or just about anything.

This YouTube video is an animation outlining the Universal Principles of Persuasion, which is based on the research of Dr. Robert Cialdini, Professor Emeritus of Psychology and Marketing, Arizona State University. It does a great job of succinctly explaining the six shortcuts to effective persuasion and is well worth the 11 minutes and 50 seconds to watch it. In fact, take notes. Make action items. Put these principles into your marketing efforts to help (ethically, of course) grow your business.

The six shortcuts to persuasion outlined in the video are:

6 shortcuts to persuasion and marketing

Image is a partial screen shot from the video embedded above.

  1. Reciprocity
  2. Scarcity
  3. Authority
  4. Consistency
  5. Liking
  6. Consensus

For more highly recommended reading, check out Dr. Cialdini’s books, the bestseller Yes!: 50 Scientifically Proven Ways to Be Persuasive and Influence: The Psychology of Persuasion (Collins Business Essentials)

And of course, when you need help implementing some of these ideas and concepts into your business, contact us at 404-669-6682.  We love to over-deliver so we’re confident you’ll be more than satisfied with how we can help you.  But we only have room for so many clients, and for some services we only work with one client in a given industry.  Our founder is a #1 best-selling author who has been quoted in Inc., the Wall Street Journal,, CNN, Bloomberg BusinessWeek and more, does what he says he’ll do, and is an all-around good guy. 🙂 Our clients agree and have shared lots of testimonials.

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