If you’re in business, you’re in sales. Persuasive promotional videos will be helpful. Apparently the number one thing people want from a sales person is enthusiasm. (Tip courtesy of Paul McCarthy, The Rockstar Marketer).
I guess we like being around enthusiastic people. (So long as they know when to accept “no”). Take this pitch by Janneke to present in a kids TV show
Six Scientifically Validated Principles of Persuasion – Getting to ‘YES’
There are six scientifically proven ways to persuade (see this Youtube clip ). If you don’t have time to watch, here’s a summary:
In our overloaded lives, we need shortcuts or rules of thumb to make decisions quickly. Here’s the 6 Shortcuts:
Reciprocity – people feel obliged to return a service or gift. They feel they ‘owe’ a favour. So people are more likely to say ‘yes’ to those they owe, for example if you refer work to a business they’ll want to reciprocate if possible.
Scarcity – We want something if we perceive it’s scarce. It’s not enough just to point out a product’s benefits. You need to show what is unique about your offer and what the buyer stands to lose if they say no. Offers should have an end date to create urgency.
Authority – We need to demonstrate why we’re credible before we try to influence people.
Consistency – People like to be consistent with things they’ve said or done before. Encouraging small initial commitments makes a larger decision to say ‘yes’ down the track more likely.
Liking – People prefer to say yes to those they like. And what we ‘like’ is people similar to us, who pay us complements and cooperate toward mutual goals. The science shows that building relationships in these ways significantly improves the chance of agreement.
Consensus – People look to the actions of others to determine their own, especially if they’re unsure. “They’re all doing it, so I’ll do it”. Rather than rely on our own ability to persuade, we should point to what, similar people, are doing.
Which of these tactics do you use in conversation with prospects? Which could you use more and add into the mix? How else can you get those messages out?
Clips That Sell is a video production company helping businesses in Melbourne with strategy, scripts, filming and editing. Much more than a videographer. And when writing scripts or planning videos, we’ll often consider how to include these Principles of Persuasion. Contact us if you want promotional videos which help persuade.
by Keith Rhodes, Clips That Sell
