The publication of “Influence: The Psychology of Persuasion” in 1984, Dr. Robert Cialdini’s six principles of persuasion have been a regular for reference for marketing students everywhere. As a B2B marketing agency, CMFG is particularly interested in understanding if they still relevant today and more importantly if they can they directly help drive conversions in email campaigns. They answer is unsurprisingly yes to both.
However for B2B marketers dealing with ‘large ticket’ sales (anything that costs a lot, has a long purchase decision cycle and involves multiple parties in the buying process) not all of the 6 are equally as powerful or relevant.
Scarcity in particular doesn’t work in the same way as it does for B2C. Believing that there are only 24hrs left on a hotel room rate is one thing, its quite another to apply it to a 24 month cloud computing contract and probably will have a long term negative effect on your campaigns. Others such as ‘Liking’ and ‘Social proof’ at first glance may seem much more aligned with consumer language, however these are still critical in B2B marketing and will drive response rates and help you achieve conversions.
Read more about the 6 principles here.