The Psychology of Persuasion

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What if you could motivate your customers to write positive reviews of your business? Or instill the depth of loyalty to keep your customers away from your competitors… forever?

Good news! You can achieve your business goals by understanding human behavior and psychology.

Fogg Behavior Model
According to noted behaviorist, BJ Fogg, there’s a formula for changing behavior, and it’s not complicated. Three elements must be present for a behavior to occur: trigger, ability and motivation. For example:

  • Trigger: Your mobile phone rings.
  • Ability: You can’t answer it because you’re in the shower, or you can answer but…
  • Motivation: You didn’t answer it because you saw the number and didn’t want to speak to that caller at that moment.

To change behavior, trigger, ability and motivation must come together at the exact same moment. If any one of these is missing, it’s not going to happen. For example, if your phone doesn’t ring – a trigger – you’re obviously not going to answer it.

In the marketing arena, triggers can be emails, texts, a Facebook ad or request, direct mail, etc. There are hot and cold triggers. A billboard is a cold trigger. Hot Triggers are things you can respond to immediately.

Put hot triggers in the path of motivated people!
Google does this. You search for something specific, and a related ad pops up. The motivation is there or you wouldn’t be performing the search. The ad that pops up is a hot trigger. And the ability part is easy. All you have to do is click.

Simplicity matters. More and more, we’re becoming a one-click culture; we want to get things done in one step. We often give up on complicated tasks. So in today’s world, simplicity is an extremely important quality in designing successful products and services.

Factor in the Behavior Grid
It’s important to identify the type of behavior you wish to create or change. Is it a one-time call to action, like attending your grand opening? Is it a repeat behavior, such as renewing a subscription to your product or service? You can use the Behavior Grid to hone in on the most effective approach to achieve the behavior you want from your customers or prospects.

Acquisition / Activation Retention Renewal

Do new behavior, one that is unfamiliar

Do familiar behavior

Increase behavior intensity or duration

Decrease behavior intensity or duration

Stop doing a behavior

behavior is done one time
Do new behavior one time: Attend the grand opening of your new store
Do familiar behavior one time: Like your business page on Facebook
Increase behavior one time: Renew subscription for your product or service
Decrease behavior one time: Reduce apprehension about trying your product today
Stop doing a behavior one time: Don’t renew contract with your competitor
behavior has specific duration, such as 40 days

Do new behavior for a period of time: Try your product for 30 days

Do familiar behavior for a period of time: Patronize your (store / restaurant / casino) throughout their two-week vacation
Increase behavior for a period of time: Visit your website daily to enter sweepstakes; i.e., one entry permitted daily for duration of promotion.
Decrease behavior for a period of time: Reduce confidence in competitor product over next two weeks.
Stop a behavior for a period of time: Don’t buy from competitor for the next two-weeks.
behavior is done from now on, a permanent change
Do new behavior from now on: Start home-based business selling your product
Do familiar behavior from now on: Donate ( blood / money / time) from now on
Increase behavior from now on: Use your product or service, (i.e., bank credit card) for everyday needs*
Decrease behavior
from now on: Use competitor product less*
Stop a behavior
from now on: Completely stop buying from competitors

(© 2013

* At times a behavior change is both as a Gray Behavior and a Purple Behavior. In this example, your desired behavior would be to have your customers increase the use of your credit card, while at the same time decreasing the use of your competitors’. This Purple-Gray behavior exchange applies in many arenas.

Behavior Design and the Customer Life Cycle
In this one-click culture it’s absolutely critical to optimize your customer’s experience from the moment they first hear about you to the moment they passionately tell others how great you are.

Free vacations, gift rebates and the chance to win a prize are proven motivators. History has shown that using these incentive programs results in meeting and, in many cases, exceeding industry goals. Why? Because they encompass the key elements of behavior modification.

Our proprietary technology platforms allow us to track the customer experience from start to finish, while our methodologies employ behavior design to maximize opportunities at key touch points.

We’ll help you develop the most effective triggers and keep the ability simple for your prospects and customers to perform your desired behavior. It’s a science, and Grand Incentives has the formula.

Call our marketing specialists at 941.552.7885 or email to learn more.

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