The Psychology of Persuasion

It may surprise you to learn that there is one specific word you can use on the telephone or in direct mail advertising that will cause people to want to buy from you.  Robert Cialdini, Ph.D. in his book “Influence: The Psychology of Persuasion (Collins Business Essentials),” talks about an experiment in human behavior with an unexpected result from using one specific word.  I was reminded of this one word recently when I used the word in a conversation a local store.   I was not – on purpose – trying to persuade someone of something.  But what happened after I used this word reminded me of the results of research contained in the book.

Interesting Research

Harvard social psychologist Ellen Langer recently conducted research that resulted in some interesting findings.  Her experiment consisted of people waiting in line to use a library copy machine and then having experimenters ask to get ahead in line.

The first excuse used was “Excuse me, I have five pages.  May I use the Xerox machine because I’m in a rush?” This request coupled with a reason was successful 94% of the time.  However when the experimenter made a request only: “Excuse me, I have five pages. May I use the Xerox machine?” this request was only granted 60% of the time.  A significant drop.

It may seem like the difference between those two requests was the additional wording of because I’m in a rush, but that’s not the case. Because in a third situation, the experimenter asks:  “Excuse me, I have five pages.  May I use the Xerox machine because I have to make some copies?”  There is no reason mentioned or new information presented, just the word because.

The Magic Word

This time a full 93% of the people said yes simply due to the word because. And it didn’t even matter that there was no reason given.  Just the word “because” triggered a magic response.  Using this psychological ‘trigger’ can dramatically increase your marketing success.

Max Sackheim, originator of the book-of-the-month concept, says this: “Whenever you make a claim or special offer in your advertising, come up with an honest reason why, and then state it sincerely.  You’ll sell many more products this way.”

How This Can Benefit You

How can you apply all of this to your business?  Here is an example:  Let’s say your business is slow right now and you want to increase your sales. Write a simple letter to your customers (or call them) making a special offer, only good during a specific time period. Maybe you’ll throw in an extra free bonus, an extra service, or a special discount simply because it is your “slow time.”

Tell Them Why

Are you overstocked on merchandise because for some reason customers only want the deluxe widget – but you ordered tons of the basic one?   Whatever the reason, tell them the truth.  If you give people a good, believable reason why, they will buy from you.

4 Responses to “The Psychology of Persuasion”

1. Joe Wagner says:

   March 16, 2010 at 12:17 pm

   Wowwww…. It’s so obvious, it’s so smooth, and it never occured to me. I’m going to practice that one… As always, thanks, Ann!

   Reply
2. Ann Barr says:

   March 16, 2010 at 12:49 pm

   It is interesting, isn’t it? Thank you, Joe for visiting the blog and for posting your comment. I appreciate it!

   Reply
3. Morgan Palmer says:

   May 24, 2010 at 4:29 am

   Psychology is one of the most interesting branches of science because there are so many unknowns.””

   Reply
4. Ann Barr says:

   May 24, 2010 at 12:37 pm

   Morgan, I agree. Thank you for your comment!

   Reply