We are more likely to be persuaded by people we like and those we want to be like. The more you like someone the more likely you are to say yes to them. This is the principle of liking. It’s the reason companies hire celebrity endorsers, why big brands use influencers and micro-influencers to help promote their products and services, and why used-car salesmen take a bad wrap for their cheesy smiles (they try a bit too hard). Earning a customer, a sale, or a recommendation are all related to the principle of liking. Understanding the principle of liking and knowing how to use it in your marketing and on your website can give you an unfair advantage over the competition. The psychology behind the principle of liking Dr. Robert Cialdini introduced the principle of liking in his book, Influence: The Psychology of Persuasion, in 1984. According to Dr. Cialdini: Persuasion science tells us that there are three important factors. We like people who are similar to us, we like people who pay us compliments, and we like people who cooperate with us towards mutual goals. Three principal liking factors influence consumer behavior: Physical attractiveness – Attractiveness suggests honesty. Similarity – We trust those who are like us. Compliments – We love being complimented, and are drawn to people who compliment us. Don’t be fooled into thinking these are only relevant in person. These principles can translate well into your marketing and branding strategies. Physical attractiveness is important Is your website beautiful? It should be. In today’s media-driven age, the physical attractiveness of a website or marketing advertisement trumps the store salespersons’ attractiveness every time. Your business website is your store-front, and its design has a significant impact on whether your customer will buy from you. Does your website have them feeling intrigued and connected or confused and overwhelmed? As we previously wrote, Every element in your web design should be chosen with deliberate intention. Every graphic, copy layout, and font should communicate as much information about your brand as possible. There should be no arbitrary choices in your web design. Lines, angles, shapes and color choices should all be dense with brand information. Understanding the importance of a well-designed website has never been more important. Studies show that 75% of judgments on the credibility of a website are based on its aesthetics. Your customers have infinite options online about where to direct their attention. And, as the research shows, they form their opinion about your website in milliseconds. We trust those who are like us Who is your client, and how can they relate to you? Remove any walls that divide you, in order to improve their trust. Consider Apple stores. It is no coincidence that this high-end, high-tech store is staffed with reps in jeans and a t-shirt instead of traditional suits and ties. Relatability. This strategy says: I am like you. I am casual and approachable. My products are for you. Research shows that successful reps are 10x more likely..
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