Product marketing using psychological persuasion

2 min read
updated Jun 20, 2018
Product marketing using psychological persuasion

In 7 Psychological Triggers that Win Sales and Influence Customers, Shopify discusses the 7 psychological triggers that can be used to help motivate shoppers to buy what you are selling. These triggers include:

  1. Reciprocity
  2. Commitment and consistency
  3. Liking
  4. Authority
  5. Social proof
  6. Scarcity
  7. Unity

The first 6 of these triggers were originally outlined in Robert Cialdini’s famous book Influence: The Psychology of Persuasion. The 7th trigger, Unity, was added in more recent years.

You can see these triggers in action in many of the most popular eCommerce marketing techniques. They are so effective, in fact, that they are often used in ways that may be considered deceptive. For instance, some stores advertise false scarcity and urgency. This can include things like falsely promoting “limited stock” messages when there is plenty available, or showing a countdown timer for an offer that never ends.

Some Shopify apps have also been known to use misleading or deceptive marketing tactics:

In the @Shopify app store is an app that generates fake reviews and accompanying order history. I’m not surprised it exists but I am surprised the app store would allow something so clearly unethical to pass the review process. What am I missing? - @kurtinc

Shopify has started cracking down on Shopify apps that encourage this sort of behavior. In some cases apps are removed from the app store until they fix the issue. In many cases the app is permanently removed from the app store.

The fact of the matter is these sales techniques are used all over for a reason — they work.

Promoting your products using these triggers can still be done responsibly. The key is to be genuine. In other words, don’t fake the data, and don’t be dishonest.

For example, you can promote the scarcity of your products that are almost out of stock to encourage more sales. You can promote your best sellers to encourage social proof. Or you can have limited time promotions of your products to tap into that sense of urgency to increase your sales.

If you want a simple way to promote scarcity, urgency and social proof responsibly within your Shopify store, you can also give Flair product badges a try.

Boost your sales with Flair product badges
Flair product badges are designed to increase sales and conversions in your Shopify store by promoting urgency, scarcity, and social proof. You can use Flair to make more sales from your existing traffic — and stop losing sales immediately.
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