4 Laws of the Psychology of Persuasion and Influence in Marketing

 4 Laws of the Psychology of Persuasion and Influence in Marketing

4 Laws of the Psychology of Persuasion and Influence in Marketing

The Science of Influencing Others, by Kevin Hogan, offers very simple secrets to help turn your ‘no’ into a ‘yes’. Each secret of this book has been tested many times and in many different situations, and then evaluated academically, theoretically, and in practice.

Thus, this will transform this book into the art and magic of influencing others and persuading them, into a science with proven rules, principles, experiments and scientific tests. More importantly, it is now possible for anyone to acquire and learn it.

We chose for you from this book 4 laws of influence and persuasion:

1- The law of exchange

When someone gives you something of value, your response is to want to give them something of value in return. If your product is of high quality, send samples of it to your customers and they will be more willing to buy it later, for two reasons: the first is that when they see it, they will recognize it as a product they have already tried and used, as the human mind tends to choose familiar things. The second reason is that when you give the customer something, you stimulate feelings of reciprocity and reciprocity, so he takes the initiative and gives you something in return.

2- The law of difference

If there are two things, two people, or two places that differ from each other and are close in terms of time and place or in the mind of the client, then the discrepancy between them is very noticeable, so it becomes easy to distinguish and determine which one we want more than the other. Have you ever walked into a grocery store and seen a customer pick up two competing products and put them both in hand, turning them around trying to decide which one to buy? This client invokes the law of difference. The law of difference does not mean that your price will always be the cheapest, but rather it means that if you put two products or services side by side or close in time, place or mentality, the customer will see the obvious differences between them clearly, which helps him choose “which one” to buy, instead of asking himself : “Should I buy or not?”

3- The Law of Friends

When someone asks you to do something, and you trust that you have their best interests at heart, you will feel motivated to do what they ask of you. Make customers see you as a friend who cares about their interests, so you will increase your chance of influencing and persuading them. If you highlight the negative aspects of your sales offer, two goals will be achieved: first: your credibility in front of the customer increases and he considers you trustworthy, second: the customer feels reassured that you have saved him the trouble of searching himself for any defects in the offer.

4- The Law of Scarcity

When the customer feels that a product that the future will need exists in limited quantities, he feels that the value of this product is greater than it actually is. This frame of mind is called “scarce of supply” compared to demand, and the customer’s childhood or immaturity is often the cause. When a customer is four years old and there is only one piece of cake on the plate, he realizes that if someone else comes forward and takes this piece there will be nothing left for him, so it becomes inevitable for him to get the last piece of cake. This fear arises in us from childhood and is entrenched with age, and since its impact deepens in our psyche, you have to devise ways to exploit it positively during the daily sales operations.

Indeed, the book “The Science of Influencing Others” is one of the few books that we recommend reading, because it touches both your personal and practical life, and it will achieve great and continuous leaps of success for you.


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