Blogging For Results: The Psychology of Influence
All bloggers want to believe their efforts will compel their readers to take action. After all, the power of the written word has changed societies—even compelled nations to go to war. Surely your blog can convince the reader to click through to your website. Right?
Notes that to be successful, one should study the psychology of marketing, particularly Influence: The Psychology of Persuasion by Cialdini, published back in 1984. The psychological principles backing the book hold true whether you market for a store or a blog, in 1984 or 2013.
You want readers, supporters, and customers, so you have to remember that everyone wants to know "What's in it for me?" We are selfish creatures. If you answer that question persuasively for your visitors, then you will accomplish your other goals. Identify exactly what action you want your readers to take, and then lead by emphasizing the benefits.
Cialdini identified laws of the psychology of buying, and when you employ these in your blog, people become committed:
- Reciprocity: As humans we appreciate when people do us favors, and we feel a sense of obligation to return the kindness in some form. Think about how you can help and what you can give your readers.
- Commitment: If people commit to do something, they are much more likely to take action. They are also more likely to make a series of small commitments that lead to a larger course of action. Commit your reader using small steps that lead to the action you desire.
- Social Proof: In a world where we are bombarded with information and choices, we tend to rely on word of mouth from friends and family as a way of filtering. We are pushed towards a decision by the opinions of those we trust. Be sure to exploit this social nature of decision making and action, maximizing the sharing and referring that your readers perform.
- Liking: Readers will visit and return if they like you, which is understandable. We don't want to spend time with people who annoy us. Make your voice and content likable, and create a visual atmosphere that is appealing.
- Authority: From an early age, we are indoctrinated with the command to follow authority. We generally listen to and trust those in positions of power. Ensure that the tone, layout, voice, and content of your blog promote you as an authority in your niche.
- Scarcity: We are attracted to things that are of a limited quantity or rare. In controlling quantity and supply and conveying to the client that they are in a special position to take action, you instill a desire within the reader to take advantage of the offer before it disappears.
Interested? Click the title or image to read on.
Source is KunoCreative.com
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