The Art of Using-Persuasion-Angles In Marketing & Sales

Persuasion angles are nothing new, but they are important when considering how to craft personalized messaging for marketing and sales outreach. Persuasion angles aren’t exactly Marketing and Sales 101; they are a good dimension to incorporate in outreach efforts when you have a more sophisticated sense of your persona’s needs/behaviors. 

Perhaps the most well-known persuasion angle is FOMO, or fear of missing out. You’ve probably grown up seeing it in infomercials. With the simple phrase, “before it’s gone,” thousands of people would reach for their phone to order an item before it disappeared. 

FOMO is simple. It’s effective.

Why does it work? It plays on people’s response to scarcity. When you think something will be gone soon, you go and get it. 

And scarcity is just one of the persuasion angles you can use for marketing.

The psychology of persuasion

We can’t talk about persuasion without mentioning Dr. Robert B. Cialdini’s book. Influence: The Psychology of Persuasion was published in 1984. Several decades later, its principles are still the bedrock of sales and marketing. 

In the book, Cialdini talks about the 6 Principles of Influence. Time and again, these principles are proven to make people take the action we want them to. Aside from scarcity above, the other five are reciprocity, commitment/consistency, social proof, authority, and liking. 

Reciprocity

This is one of the foundations of content marketing, because delivering free and valuable content will endear you to your target audiences. The psychology behind this: people like to pay off debts, or simply, to give back when they get something in return. 

People are more likely to choose your service or buy from you if you’ve already helped them beforehand. 

For example, let’s say you have lead magnets of free guides. You get people’s emails. You consistently deliver more tips. Or perhaps they see your helpful videos on Facebook. They know who you are, they know you know what you’re doing, so they choose you and buy from you. 

Commitment/consistency

Marketers work this principle two ways: in themselves and in their customers. 

Brands need to deliver a consistent message, although what that consistency looks like will look different from one brand to another, and a lot of that can depend on a brand’s niche. For example, brands selling cookware or ingredients might post a recipe three times every week, like clockwork. Or a professional might post a Live video on Facebook or Instagram on a fixed schedule. 

On the customer’s side, marketers offer small, risk-free commitments. A 20-minute free training. A free guide. A week-long trial. Or Netflix’s famous 30-days free offer.

Someone who has watched your 20-minute free training is more likely to sign up for your webinar. Someone who downloaded your free guide may engage with you, allowing you to find out how to pitch to them further down the sales pipeline.

And free trials and free days almost always convert to subscriptions.

Social proof

The root of the referral system. Or in the digital age, the review system. Also known as, “Everyone’s doing it” and the “wisdom of the crowd.”

When you go to WordPress, they make it a point to tell you that they power 28% of the internet. A restaurant, a law firm, or a plumbing service might boast about “Hundreds of 5 stars from Yelp.”

People trust you when other people already do. People also interact with you when other people already do. This is why you get a snowball effect of interaction once you get your community started.

According to research, 41% of respondents said the most important factor in engaging with a local business’s Facebook page is seeing customer reviews or ratings

Authority

Another version of social proof: the proof from an authority figure. Influencer marketing taps into your niche’s influencer’s existing followers. It’s an effective, powerful strategy that can help you grow your target market, if you partner with the right person.

Witness brands paying hundreds of thousands of dollars to celebrities and micro influencers on Instagram. 

Liking

Liking encapsulates all you do for marketing and sales. You want your target market to like you. You use data to make your marketing messages effective, relevant, and likeable. You use social media to post likeable content. Not “Like” as in Facebook or Insta Like, but real, honest-to-goodness humanity that makes them interact with your brand just because they identify with you or understand that you get them and their needs. 

You see likeability used in campaigns like Burger King’s and Wendy’s snarky Twitter accounts. And of course, in About pages where you share your humanity with your audience. Your story and history can make people convert. 52% of site visitors go to your About page. They want to know more about you. 

The art of using persuasion angles

Visual harmony for attraction

The visual aspects play a big role here. A marketer’s social media posts and emails should all look good, not for the sake of looking good, but to effectively attract and persuade. 

A lot of tactics go into this: the golden mean, the psychology of color, fonts and styles, and even formats: photo, video, graphic or meme, which also change depending on the persuasion angle you’ll use. 

For example, commitment/consistency is usually minimalist in design to keep the focus on the CTA buttons. Look at Netflix’s simple homepage. 

On the other hand, authority is best accomplished with striking photographs or videos featuring the influencer

A/B tests and using AI for data collection and analysis of customer behavior can give you insight on what your audiences respond to when it comes to visual assets. Do you get more engagement with videos? Do you get more clicks using this or that color scheme? 

Using words to remove friction 

This is where AI and martech tools like Wrench can help so much, giving you insight on what words to use. 

In the first place, martech tools and AI can help you accurately create your personas to ensure marketing and sales work in sync for the personas and the content.

  • Persona: Who is the customer?
  • Buyer stage: What do you say to them? 
  • Persuasion: How do you say it? 

Ultimately, insights help you with persuasion. It’s not what you say, it’s HOW you say it. 

For example: 

“The perfect solution to your problem” 

  • Names the problem and then provide the solution.
  • Buyer stage: Awareness and Comparison
  • Persuasion angle: Reciprocity

How is that reciprocity? Because the marketer offers a demo of the solution to show you a concrete way it can help you. This content/persuasion angle is particularly effective when marketing services and tools. Messaging might also feature copy like: “You’ll save money” or “Don’t pay more” or “You’ll save time.” 

Crazyegg, InVideo, and so on — they all offer free trials or free reports that support their claim of being the solution provider.  

OR, if your audience already knows the solution, show them what they should be looking for by naming the pain points and the product benefits that solve them.

Limited time-offers that belong to the scarcity persuasion angle also don’t easily work unless they come with the persuasion of risk-free commitment

The scarcity isn’t enough. People don’t want to feel rushed. But they will take it on if there’s no risk involved, or if the commitment gives them MORE, like a huge discount, or an exclusive access to, let’s say, a webinar or video chat with an influencer. In that case the scarcity teams up with reciprocity and authority  

Using humor and storytelling to convert now or later. 

Humor and storytelling are part of the Liking persuasion angle. Your audience are more likely to like and remember you if you entertain them, or evoke their emotions through storytelling.

Laughter makes you happy, and you always have a soft spot for brands that make you happy. 

While humor evokes happiness, storytelling is proven to engage your audience so much better and more effectively than facts alone. Dates and names on an About page are hardly interesting, but add a nice story of how the founder founded the company, and you’ve automatically got more clout. 

Case in point, Apple was never more persuasive than during the height of Steve Jobs’ charismatic storytelling behind his success and every new development he made. 

Persona, proposition, persuade

Persuasion angles are powerful tools to use for your sales and marketing teams. They add more relevance and power to every content you deliver at the right moment to the right people.   

However, remember to collect and analyze insights on your personas, and get absolute clarify on your value proposition, so that all your persuasion strategies are aligned. 

Dan Baird

You may also like
Only relevant content is visible to your audience
Blog

Only relevant content is visible to your audience

Only relevant content is visible to your audience. We always talk about content marketing to attract audiences but it’s amazing how many businesses actually lose sight of the audience.

Read More
Align martech solutions with your marketing and engagement goals
Blog

Align martech solutions with your marketing and engagement goals

It’s going to be a long while before AI truly takes over from humans, if it ever will. The companies that use AI most effectively will be those that work with it, and allow it to take over processes that can and should be automated, freeing up employees to be more creative than ever, to connect dots they wouldn’t otherwise, and to be great translators of data.

Read More
The magic of dynamic content personalization
Blog

The magic of dynamic content personalization

Dynamic content and personalization together create a spark that can be super effective in firing up your marketing and sales goals.

Read More
The biggest lesson you need in business: product market fit
Blog

The biggest lesson you need in business: product market fit

Are people dying to get their hands on your service or product? How much is the demand for your product, and to what extent would you satisfy that demand?

Read More
Hyper-personalization: The fine line between impressive and invasive
Blog

Hyper-personalization: The fine line between impressive and invasive

People now expect hyper-personalization, but don’t want their privacy invaded. This is the privacy paradox.

Read More
The Future is Now—AI-generated content is here to stay
Blog Uncategorized

The Future is Now—AI-generated content is here to stay

Marketing standards and trends in 2016 or 2017 are no longer the done thing in 2019, and more changes will...
Read More
You have data tools, but do you have a data culture?
Blog

You have data tools, but do you have a data culture?

Data analytics tools are great and they’re getting better every year. Marketing continues to utilize and develop personalization through data-driven...
Read More
Artificial Intelligence Will Eliminate Jobs – and Create Them
Blog

Artificial Intelligence Will Eliminate Jobs – and Create Them

There’s a lot of fear around AI’s threat to disrupt a wide swath of jobs, and there seem to be a lot of good reasons why this will be the case. But there’s also no need to panic. Just as the Industrial Revolution disrupted countless jobs, a significant amount were also created.

Read More
How to Execute a Personalization Strategy
Blog

How to Execute a Personalization Strategy

There’s no official guidebook or roadmap for kicking off a personalization strategy at scale. Every organization is different, with varying...
Read More
What Does Artificial Intelligence Mean For Loyalty Marketing?
Blog

What Does Artificial Intelligence Mean For Loyalty Marketing?

Without hyperbole, the magic of artificial intelligence in marketing is its pattern recognition. And this ability to analyze and unpack behavior patterns empowers your loyalty marketing, which is by itself, already magic too.

Read More
Personalizing The Customer Experience In The Physical & Digital Worlds
Blog

Personalizing The Customer Experience In The Physical & Digital Worlds

The old version of demographic personalization “group-ized” rather than truly “personalized,” lumping people together and sending generalized content to each...
Read More
Forget demographics: behavior segmentation is more effective
Blog

Forget demographics: behavior segmentation is more effective

Segmentation has always been key to successful marketing, but a lot of companies still don’t use it, and even when...
Read More
Why behavioral segmentation matters more than demographics
Blog

Why behavioral segmentation matters more than demographics

Behavioral segmentation gets at the heart of what customers are doing, a pattern of past/current actions and a projection of...
Read More
The Nuance Between Customization & Personalization – Know the Difference
Blog

The Nuance Between Customization & Personalization – Know the Difference

Customization and personalization both give users the opportunity to change their digital environment to suit their tastes and preferences, but they’re not the same and shouldn’t be used interchangeably.

Read More
How to Personalize the Customer Experience At Scale
Blog

How to Personalize the Customer Experience At Scale

How do you personalize at a high level for effective conversions? It depends on how you use today’s technology, not just in personalizing, but listening at scale.

Read More
What is Personalized Pricing and Should you Use It?
Blog

What is Personalized Pricing and Should you Use It?

Personalized pricing seems like it’s the soulmate of personalized marketing. What are the benefits and downsides? Is this something you...
Read More
Is personalization still possible in the age of GDPR?
Blog

Is personalization still possible in the age of GDPR?

Now we’re officially in the GDPR age, when you can face heavy fines if you put a toe out of line when it comes to audience privacy. Does that mean your data for personalized marketing is off-limits?

Read More
Personalization Is The Key To Driving Customer Loyalty
Blog

Personalization Is The Key To Driving Customer Loyalty

We have all felt the pain of too much "noise," from overflowing personal and professional inboxes, to unceasing and unwanted spam calls. Even traditional means like postcards, flyers, and brochures add to items we recycle, or in a fit of pique simply throw away.

Read More
Wrench.AI Partners with Patent Capital Fund Ideaship to Provide Personalized AI Experiences at Scale
Blog News Partners Platform

Wrench.AI Partners with Patent Capital Fund Ideaship to Provide Personalized AI Experiences at Scale

Salt Lake City, Utah—April 22, 2019—Wrench.AI today announced it has received a seed investment from Ideaship, a patent capital fund...
Read More
Why We Built an App to Make Personalization Easier
Blog News Partners

Why We Built an App to Make Personalization Easier

The Wrench.Ai origin story involved a "Whoa, Nelly" moment in the summer of 2017, when we were a marketing agency—no...
Read More
Previous Post
Next Post

LEAVE A REPLY