6 Persuasion Tactics to increase conversions by Master of Influence

If you wanna do Bang-Bang this 2019. Buckle up yourself with these 6 persuasion principles to boost conversions. And if you stick to them, you will continue to find success in your efforts to persuade and convert.

What you want your content should ideally do? Generate brand awareness, educate readers, boost your daily sales, become a swarm-puller, multiplies site traffic, or give you good engagements that ultimately lead to conversions. Or anything else, I should end with?

Ultimately, what is the purpose of writing content — The persuasion. You keep on producing ounces of content every day for the sake of convincing your audience that your brand is the best among rest.

Unless you live in the ocean for the full time, You can’t escape from people influencing you. This is something you will find everywhere: convincing your kids to finish their meals or persuading your spouse for shopping. Everywhere.

While the tools and technology, you use to run successful marketing campaigns are endlessly changing. The basic methodology of selling remains the same.

To get a better understanding of the concept, I would like you to travel to late 1984’s to meet Dr. Robert Cialdini who has given 6 ceaseless principles of persuasion to drive more conversions on to your site through his book Influence: The Psychology of Persuasion.

It’s all about persuasion, that starts with a nudge:

6 Elements of Persuasion

There are 6 elements of persuasion that can be used by today’s marketers to improve overall customer experience. reciprocity, scarcity, authority, consistency, liking, and consensus.

Implement these persuasive elements effectively. You will be able to see a clear difference in your sales and marketing with boost up sales and enhanced revenue.

Let’s get started…

1. Reciprocity

“You scratch my back, I’ll scratch yours”

If you ever been a maths student, you must be familiar with the term reciprocate. SImple you go on inverse that number when asked to do so.

Don’t worry! If you hate maths, you will find me next to you.

Jokes apart, Reciprocity is simple to give and take. You can easily find this concept around you and your culture. It is the law of nature, when you are giving something, then you would certainly expect to get something return in a favor from that person.

How will you execute it?

You have to give something in return in order to draw your users’ attention. If you are a digital marketer, you can deliver exclusive content (unless it is as exclusive as getting a secret treasure roadmap) to your customers on sign-up for a Newsletter.

Make high-quality content like e-books, cheat sheets, white papers, etc. available to all the users in return of their basic details. Share your trade-secrets, Invite on webinars.

Not only this, you are free to apply reciprocity to generate inbound links in the SEO industry, which in-turn improve the traffic, rankings, and on-site conversions of your website.

If you are giving a free trial to your customers, why hiding under your site? Stick them on the ads you are running.

2. Consistency & Commitment

“Stick to your values with the same dedication”

The greatest human fear is disappointment and failure. And everyone consistently put all of their efforts to build and preserve self-image that should be consistent with our beliefs and actions.

The feeling of being bound to something will create a feeling of commitment.

When we commit to something, we are so much likely to follow the norms of the commitment to deliver what was actually promised. That is consistency.

How will you execute it?

Let’s see, how will you implement this principle to bring conversions. When you are offering different pricing plans with your products then, ask your customers to choose which plan suits them best.

Gain customers’ trust by taking them into the conversation. Offer live chat functionality to the site visitors or schedule one to one meeting directly. This will let them feel like customers. You can also create a sequential form to generate a sense of consistency.

3. Social Proof

“Monkey See, Monkey Do”

Cialdini says follow without exploration. People will be converted into flocks they are trying to do what others are doing. Let’s take you to a situation, you visited a medical store, which is badly crowded.

This eventually comes to your mind that it is not only you who is ill. There are many like you. Maybe the weather goes wrong. Or you can also make an observation this shop sells quality medicines. I am at the right store.

We also get influenced, in case we are unsure about our strategy, and relentlessly follow the doers.

How will you execute it?

Try to get positive reviews, ratings, and testimonials from your customers to further authenticate social proof of the products or services you sell.

Increase the subscribers’ count by adding a signup box to your blog posts. And don’t forget to add social sharing buttons.

4. Liking

“I trust you because we are same”

Cialdini observed that it is more likely to get influenced by someone if he/she is just like you. What is it being someone? With this let’s welcome Cialdini principle number five — The liking.

People trusts word-of-mouth recommendations from their peers rather than you go on telling thousands of features to become useless.

People love to involve with a brand they like. This liking can be based on physical appearance, similarity, compliments, and conditioning.

How will you execute it?

You can include real-life references and share case-studies on your brand’s blog in ‘humanized’ tone. Avoid excessive use of jargons, acronyms.

You can also show similarities through images, videos. Places where you have made charities, or involved as a brand for a social cause.

Be with the trend, Connect your brand with the things your customers identify with. These activities will drive you towards conversions.

5. Authority

“Obey me!”

People will hear you, unless, they have heard of you. It is as simple as that. People listen to those who are in authority or power. It hardly matters, that authority is earned, justified or not!

And this is one of the difficult principles of persuasion as it takes lots of time to build authority. Consumers also want to associate with a brand which is respected enough.

How this authority brings conversions, Let’s dive in to see how to become authoritative. Authority helps to persuade people.

How will you execute it?

The very first thing is to feature your company awards, even if you were nominated. That’s okay!

How can you forget your workforce? Showcase the expertise of your greatest strength — your employees and don’t forget to add a social profile(LinkedIn) of those Star Performers.

For building up the authority, Celebrity endorsements cannot be overlooked. It brings your brand into the limelight without any further efforts. And People follow because they obey.

If you are a biggie, then come forward to sponsor any industry event that will build your brand. Or create and share high-quality content with your site visitors.

6. Scarcity

“one pomegranate and a hundred patients”

Scarcity brings demand. Let’s welcome yet, another powerful technique to persuade users to perform an activity like clicking an ad, or visit on the landing page.

Shake your head, if it happens. when you visit a store and fall in love with your favorite color outfit and then at sudden you heard, sorry mam/sir, it’s sold. What a feeling!

This is scarcity, which triggers fear of missing out (FOMO) which is much prevailing these days. People want more of those things, they are less of.

People get attracted by things that they see few of. Another thing could be the physical appearance. If it’s shiny and look new, and is a social figure. Then, people will walk for that.

How will you execute it?

Brands use scarcity as a weapon to sell their stuff. They abruptly show pop-is on the screens for the limited editions and stocks to generate the feeling of missing out.

Image credit

To get conversions from this principle, you can run offers, take advantage of the sale periods like Black Friday, Christmas, etc. that help to boost sales in a short period of time by triggering FOMO.


It’s been more than 30 years from 1984 since Cialdini’s book came out, but its six principles are just as relevant today in 2019. The key takeaway from this would be that If you apply these elements of persuasion to your content marketing. You’ll see your conversions go up with time.

Do share your experiences in comments and how much you connect yourself with this post.

Entrepreneur. Co-Founder at MakeWebBetter | BotMyWork | CedCommerce | CedCoss. Writer at Search Engine Watch | E-Commerce and Marketing. 🙂