Today, we’re continuing our series on communication. Over the next several weeks, we’ll be sharing insights, strategies, and tips for communicating during all kinds of circumstances: under stress, in the workplace, when delivering a presentation, and so on. The valuable content we provide will help you excel as a communicator and gain a highly coveted skill that can see you rise in both your personal and professional life.
Last time, we discussed communication in the sense of a business communication plan, specifically focusing on 3 ways your business can be more persuasive and influential.
Today, we’ll share 3 more principles of persuasion that you can start incorporating into your business communications plan today.
They are as follows:
-
Scarcity
You’ve no doubt witnessed scarcity in action at some point. In fact, it seems almost every week, there are advertisements on TV, in newspapers, or online that use common lingo such as “for a limited time only”, “this Saturday only”, or “sale ending soon.”
Scarcity is an extremely powerful method of persuasion. When British Airways announced some time back that they would no longer be running their twice daily route from London to New York, sales took off the very next day. Why? Because when people perceive that there’s less of something to go around, they want it even more.
How to incorporate it into your business communication plan?
It’s easy to use scarcity in your business communication plan. The next time you present an offer to your audience, put a timeline on it. For instance, you might say that registration or a special discount will end on Friday at midnight. Alternatively, you can use numbers to represent scarcity, i.e. “we will only be taking on 5 new clients this month.”
-
Consistency and Commitment
This particular principle deals with two concepts. One has to do with self-image, which is the way that people think of themselves. When your audiences comes across an idea that they believe fits in with their self-image, they’re more likely to convert (i.e. subscribe to your newsletter, invest in your services, etc.) This is because people generally want to be consistent. To take that one step further, they also tend to want to follow through on their commitments, especially if that action meshes with their self-image.
How to incorporate it into your business communication plan?
As far as consistency goes, you need to ensure that your company’s brand resonates with your target audience. Your business communication plan, therefore, should be very clear on the persona you hope to reach with your messaging and services. Who are they? What are their struggles? How can you help them? The clearer you get in this area, the more your brand will ring true for your audience. As far as commitment, when you invite people to take smaller actions, it paves the way for them to make bigger commitments in the future (i.e. invest in your products and services). Some ideas for small actions: ask for follows/likes on social media, invite your virtual audience to watch your newest video, or encourage them to fill out a form such as a consultation form or a survey.
-
Liking
Digital marketer Jeremy Smith says this: “The people most likely to buy from you are people that like you. If you train children to be salespeople, they should first try selling to friends and family. Why? Because they have established relationships with them. The friends and family love them, and they will probably make a purchase.
“Likability is a huge form of influence. Successful salespeople are those who are likeable. They smile. They say nice things. They establish likeability in order to get the sale.”
How to incorporate it into your business communication plan?
“Online relationships are not completely absent of the chemistry and likability that comes from offline relationships,” Jeremy Smith goes on to say. “In fact, you can create an even more likable persona online, because you don’t have to worry about people catching you in a bad mood or on a bad day. You can intentionally put forth the likable image that you want.”
How to put forth a likeable image in your business communication plan? One idea is to use pictures of people throughout your website. Studies show that high-converting images are those that show people’s faces. Additionally, avoid a formal, corporate voice that tends to be overloaded with industry-related jargon. Instead, adopt a casual voice that others can relate to. Finally, maintain a positive and active presence on social media, so that your business puts forth the image of being more approachable.
The above strategies can be easily integrated into your business communication strategy in no time, and when you utilize these methods of persuasion and influence, you’ll set your business ahead of the rest and stand out in the marketplace like never before.