Do you know these 3 principles of persuasion?
My phone’s front cover is in bad shape.
The tempered glass is broken. The screen has cracks everywhere, a scratchy surface, and a blurry display. My daughters chide me about its decay. And what’s worse is the shame I feel. I don’t show pictures to my friends because I fear their judgment.
My phone is a mess. And can you fully explain how gigantic a turtle is without a photo to verify its size? Especially if you discovered the reptile while walking in your ordinary neighborhood?
I’m avoiding fixing it. I guess I’m resigned to its flaws.
On the positive side, I can still …
- Text messages
- Read emails
- Listen to podcasts
But I don’t like to view pictures, look up information, or watch short documentaries on my phone. I wait and do those tasks on my computer.
Using My Phone has Become a Real Pain
I recently returned home after a spring break road trip with my daughter. Lots of driving. We unload the dusty Honda CRV (aka a modern-day, beefed-up station wagon) and dump the bags in the entryway. There is no space to even walk among the belongings.
“Anybody see the manila folder labeled “Urgent Tasks”? I ask our housecats. No response.
I dig through a crate, hoping to find the file. Instead, I find an unopened pack of screen protectors for my phone.
Do you suppose finding the pack is a sign?
‘Cause while we were on the road, my phone became dangerous to my health. When I’d touch the screen, my fingertips would scrape along the rough edges. Ouch! Scrolling my news feed had been mentally painful for months – now reading the news is physically ouchy as well.
It’s called a screen protector, not a fingertip slasher.
Soooo, finding the pack is a nudge to act.
[I’m putting my writing on pause.]
Okay, I did it. I removed the damaged screen protector and applied a new one.
And ta-da …
The view is sparkling and crystal clear. And pain-free!
We live in bubbles of our own making
Looking back, the broken phone screen was such a nuisance. I wish I had fixed it earlier. I was stuck in status-quo land.
I think we tend to stick to status quo. Order the same dish at our favorite restaurant. Buy the same brand of socks to replace our old ones. Copy and paste the same marketing messages we’ve used in an earlier campaign.
It’s familiar. It’s safe. It’s a coping mechanism, perhaps.
What if you could have both –> proven principles of persuasion AND fresh copy?
Applying the Secrets of The Science of Persuasion
My daughter is graduating from Rochester Institute of Technology (RIT). I received a well-written email from RIT. It an excellent example of masterful copy.
Copywriters at RIT know their stuff. They demonstrate using persuasion principles effectively.
The copywriter applied three principles from Secrets of The Science of Persuasion by Robert Cialdini & Steve Martin. Plus other copywriting techniques.
Why should you care? Because I took action on the offer, and I wasn’t intending to. Here’s how you can influence your customer to respond with a “yes” …
Last Chance to Honor Your Graduate with a Pin!
I was brainstorming ideas for recognizing my daughter and making her graduation day memorable. In the midst of shopping for her graduation gift, I received this email.
Were the RIT Annual Giving team members reading my mind?
Why this was a good email:
- Applied the scarcity principle by emphasizing lack of time
- Tailored subject line – topic I cared about and stressed urgency
- Delivered email at appropriate time
Principle of Scarcity
When you position the offer as scarce, people want it more. It’s called the Scarcity Principle. The email expressed time to order was becoming scarce. The subject line highlighted how I would miss out if I didn’t buy now. The email contained versions of “time is almost up.”
“People want more of those things they can have less of.”
Using Scarcity for Persuasion
“It’s not enough simply to tell people about the benefits they’ll gain if they choose your products and services. You’ll also need to point out what is unique about your proposition and what they stand to lose if they fail to consider your proposal.” – Robert Cialdini
- Subject line with “Last Chance …” not only showed urgency, but also was specific to me “Your Graduate …”
- Headline started with “Don’t Miss This …”
The messages were also effective because I recognized RIT name in my inbox. The branded email looked familiar. Since I know the email’s origin, I knew it wasn’t spam. RIT had earned my trust with consistent, helpful emails.
The love affair began earlier …
I enjoy reading RIT’s Parent and Family Newsletter. I’ve praised their email copy in a previous article. The RIT team makes me feel like they are writing to me personally. See how they do it here.
Principle of Reciprocity
“Simply put, people are obliged to give back to others the form of a behavior, gift, or service that they have received first.”
Using Reciprocity for Persuasion
Here’s an example of reciprocity. My friend, Sue, recently started a dog sitting business. Being multitalented, she creates a special gift for every customer. Each dog receives a custom-made bandana personalized with the pet’s name. She makes these gifts because she enjoys making arts and crafts. Plus, she loves spreading kindness to others. 😊
She’s using a secret from the science of persuasion in an unexpected way.
In the RIT email, Victor offered me a gift of a personalized Digital Yearbook Ad or Tiger Paw Spirit. I perceived the gift as personalized and unexpected. His gesture motivated me to give back.
To see your college student’s name and picture on 440-square-foot LED video screen makes a parent swell with pride, wouldn’t you agree? So proud! [Acknowledgment: I rewrote ten versions of the personalized Digital Yearbook Ad. She’s the oldest, therefore, the first to graduate. I had to get the message perfect.]
Keep in mind, for this principle, it’s not just sharing a generic gift. Your thoughtfulness and initiative are required. Robert Cialdini says be the first to give. He also suggests how you present the gift matters. Think about their preferences.
What’s their love language? Do they like words of affirmation? So tell them sincere compliments along with the gift.
Think about how they will perceive the behavior. Some people will feel the compliment is insincere. They may value actions instead of words. Perhaps a customer referral is the gesture they’ll appreciate. Recommend them to a customer you think is a good fit. And don’t forget to alert your customer. You’re supporting two parties:
- Helping a business grow
- Connecting a person to a company that will satisfy their needs
Thank you for your generosity landing page
Why this was a good landing page:
- Displayed no stock photos
- Informed me to check my email for next steps
- Offered options to easily engage with brand — conveniently displayed on one landing page
- Set up a quick way to give a video testimonial
- Sent from an actual person
- Used Social Proof
Principle of Social Proof
Using Social Proof
After I contributed, a landing page popped up. The messages thanked me, as thank you landing pages do. But the copywriter inserted some social proof as well.
“You’re officially part of something special with 371 other people.”
See the sentence circled in orange in the image below. By sharing the number of people donating in real time, I felt like I was part of a larger impact. I also felt validation. Because my peers (fellow parents) contributed, I found the cause worth contributing to. I also gained a sense of belonging — like I was doing an action others believed in as well.
I was open to giving because of the trust the RIT team had built. I perceived they were reliable because they delivered regular, consistent messaging over four years. And here’s the kicker — the messages didn’t feel like marketing. More like a kind gesture.
A thoughtful, generous moment shared between university fundraising staff and a proud parent.
RIT copywriters integrated evidence-based copywriting principles, including principles from Influence: The Psychology of Persuasion by Robert B. Cialdini, a book helping writers be more influential.
So you could read the book, and I certainly recommend that you do. Or you could just save yourself the trouble and hire someone like me who understands the principles … and sees the secrets revealed in marketing every day.
Open Discussion
- What is one action you wish you had done sooner?
- What gifts you’ve received from a company that were meaningful?
- What gift would you love to receive from your favorite company?
Post your comments below.
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About Shannan Seely
B2B and Healthcare Digital Copywriter 📝 | Website, landing pages and email copy expert
Have you been the new kid on the block, so to speak?
All those ideas swimming in your head are finally on paper. The draft of the sales copy is saved in a file. You wrote your email. A chapter of the book has been written. You realize you’re not done, but it feels good to have completed the first draft.