A few weeks ago, I presented information at a Tacoma Chamber of Commerce meeting on how to boost your marketing, advertising and sales results with some little known secrets based on scientific research. Over the next six days, I'm going to break that presentation down in hopes that it will be of help to you and your business.
You see, the ability to influence others is not "luck" or some kind of "magic" ... in reality, it is built on science. You can successfully duplicate it and prove it for yourself.
I believe these "six secrets" of persuasion will help you generate more business -- in fact, I gare-own-tee it! LOL!
The first secret is known as "Reciprocation" --
The research indicates that people feel indebted to those who do something for them or who give them a gift. In marketing, advertising or sales -- you must give first.
We often recommend that you give your prospects a little something upfront -- it can be simple -- like free information, free samples, and a positive experience – so they will want to give you something in return.
The concept is based on a research study using sticky notes.
The researchers wanted to see if they "gave" something to people, how it would improve their response rate.
So, they took a questionnaire they wanted to mail out and divided their contact list into three piles. The first group of names received the questionnaire with a yellow sticky note on it that had a hand-written note saying, "Please complete and return this questionnaire". The second group received the same questionnaire with a blank sticky note on it. And, the third group of names received the mail out questionnaire with no sticky note attached.
The results were as follows:
1) Sticky Note with hand-written note = 69% response rate
2) Blank Sticky Note = 43% response rate
3) No Sticky Note = 34% response rate
What does this research mean for you?
Simply this --
People who receive a free, unexpected gift are persuaded to give something in return. They are more likely to return a questionnaire, listen to a product's features, donate to a cause, buy your goods or services -- if you've given them just a little something up front.
The gifts do not have to be significant or expensive -- even a sticky note will do.
You see in marketing, advertising and sales -- you gotta give to get.
Use this secret in your next marketing efforts -- and see how it improves your results.
PS -- Tomorrow, we'll look at persuasion secret #2 -- "Social Proof".