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Back in May Dan wrote the first part of this selling online with the 10 laws of persuasion by looking at the law of reciprocity, the law of time, the law of contrast, the law of friends and the law of expectancy. In this article I’ll be taking up where he left off by addressing the final 5 and how they can be used for selling online.

Law 6 – The law of consistency

When an individual announces that he is taking a position on any issue or point of view, he will strongly tend to defend that belief regardless of its accuracy, even in the face of overwhelming evidence to the contrary.

This is an age old sales technique, get people to get in the habit of saying ‘yes’ (at first to small things) and then closing becomes easier because they have already said ‘yes’ and they are battling with themselves to be consistent.

So the idea is to start by offering small things, get the visitor to agree to those things before asking about the bigger things. 2 ways this materialises online are:

1. Give away something for free. This gets the customer saying yes early on.



1. Have an entry level product that isn’t a huge cash cow but gets people saying yes early.

There are examples of this everywhere including freemium model companies like MailChimp and DropBox and a lot of other companies that offer entry level products for little or no profit.

Simply getting someone to signup for your email list is getting them moving in the right direction.

Law 7 – The law of association

We tend to like products, services or ideas that are endorsed by other people we like or respect.

If you are in Australia you’ve probably seen the Swiss Vitamins ads with every elite athlete you can think of. Celebrity endorsement isn’t new and this is the reason behind it – because people are interested in celebrities and associating your product with celebrities makes them interested in your product.

Facebook Ads


But it goes broader than that. The people we respect the most are our friends and family and if you see these people talking about a product then you are especially interested in it.

Facebook campaigns are just one example of this in action online. See the image below, I know my friend Greg likes App Sumo so that makes me interested.

You can also do similar things with social proof on your website. Listing the number of Twitter followers, or the Facebook Like plugin shows other friends of yours that like the page.

This is all going to help you sell more because it’s associating your product with the people who are directly influencing your customers.

Law 8 – the law of scarcity

When a person perceives that something or someone they want is in limited quantity, then the perceived value of that which they desire is greater than if it were overly abundant.

The law of scarcity is a hugely powerful force. Just look at the rise of deal sites over the last couple of years. These sites are built on the back of the idea that the deals are only available for a certain amount of time or to a certain amount of people – scarcity. This drives consumers to purchase out of fear of missing out.

Deals on websites in general will have the same impact and prices tiered so early customers get a lower rate (if they purchase before a certain date or up to a certain number of customers) will generate the same result.



Law 9 – The law of conformity

Most people tend to agree to proposals, products, or ideas that will be perceived as acceptable by the majority of other people or a majority of “the group.”

Everybody’s doing it. Have you heard that saying? Sales people know all too well that people love to conform. This is one of those ones that won’t be easy to apply all of the time but when you can it can be powerful.

Will your customer’s group approve of this purchase? How will other people around your customer react?

There are a lot of ways to apply this online even the simple act of ‘mentioning’ how many customers you have can give the impression to your prospects that their purchase will be well received by their friends.




Law 10 – The law of power

People have power over other people to the degree that they are perceived as having greater authority, strength or expertise.

The law of power states that people will buy from people who have a high authority or status. If you’ve read anything on this blog you’ve probably heard us harping on about authority. Generally I talk about authority from the point of view of improving search engine rankings, but the other aspect of authority is once people see you as an authoritative figure they are much more likely to buy from you.

Regardless of whether you tie this authority / power to your brand or to yourself personally, it can still be a big driver of sales in your online efforts.

Again there are plenty of ways to do this, I love this examples from the Search Engine Shop who’s website shows their founder presenting to a big group of people. Being on stage gives a big boost to someone’s authority and power and this design makes you feel like you are dealing with the real deal.




Original Article:  http://awebsitedesigner.com.au/misc/selling-online-with-the-10-laws-of-persuasion-part-2/








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