{"id":42773,"date":"2016-05-04T12:00:00","date_gmt":"2016-05-04T19:00:00","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/using-6-elements-persuasion-drive-conversions-content\/"},"modified":"2025-04-26T19:29:16","modified_gmt":"2025-04-27T02:29:16","slug":"using-6-elements-persuasion-drive-conversions-content","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/using-6-elements-persuasion-drive-conversions-content\/","title":{"rendered":"How to Boost Conversions With the 6 Elements of Persuasion"},"content":{"rendered":"<blockquote><p><strong>There are six elements of persuasion that marketers can use to improve audience reception and actions: reciprocity, scarcity, authority, consistency, liking, and consensus. By applying one or more of these persuasive elements effectively, your messaging can boost conversions and sales.<\/strong><\/p><\/blockquote>\n<p>What is it you want your content to do? Yes, we&#8217;re all seeking to generate brand awareness, boost <a href=\"https:\/\/www.clearvoice.com\/resources\/building-client-loyalty-for-investment-management\/\" target=\"_blank\" rel=\"noopener\">brand loyalty<\/a>, and educate and engage consumers <span class=\"fr-style\">\u2014 but ultimately, the whole point of doing any\u00a0of this is to\u00a0<\/span>persuade people that your brand is the best man for the job.<\/p>\n<p>When Customer X needs Product or Service Y, you want them to think of you.<\/p>\n<h2>How to Increase Your Content Persuasion<\/h2>\n<p><span style=\"background-color: initial; text-align: initial;\">It&#8217;s about content persuasion, and it all starts with a nudge.<\/span><\/p>\n<p>According to Roger Dooley of <a href=\"https:\/\/www.neurosciencemarketing.com\/blog\/articles\/persuasion-slide.htm\" target=\"_blank\" rel=\"noopener noreferrer\">NeuroscienceMarketing.com<\/a>, persuasion in a marketing context looks like this:<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-53873 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/The-Persuasion-Slide_graphic.png\" alt=\"psychology of persuasion in content\" width=\"820\" height=\"443\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/The-Persuasion-Slide_graphic.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/The-Persuasion-Slide_graphic-300x162.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/The-Persuasion-Slide_graphic-768x415.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<p>So what tactics push people down the persuasion slide, and can you incorporate them into your content?<\/p>\n<p>Yes. Good content persuasion happens through <a href=\"https:\/\/www.clearvoice.com\/resources\/psychology-behind-effective-marketing\/\" target=\"_blank\" rel=\"noopener\">psychological triggers<\/a>. This concept was validated in 1984, when Dr. Robert Cialdini, a researcher, psychologist, and professor based in Arizona, developed six scientifically proven elements of persuasion, published in &#8220;<a href=\"https:\/\/www.amazon.com\/Influence-Psychology-Persuasion-Robert-Cialdini\/dp\/006124189X\" target=\"_blank\" rel=\"noopener noreferrer\">Influence: The Psychology of Persuasion<\/a>.&#8221;<\/p>\n<p>The six elements are:<\/p>\n<ul>\n<li>Reciprocity<\/li>\n<li>Scarcity<\/li>\n<li>Authority<\/li>\n<li>Consistency<\/li>\n<li>Liking<\/li>\n<li>Consensus<\/li>\n<\/ul>\n<p>While not targeted specifically to content marketers, these elements apply to content marketing and are the variable between conversion-driven and lame-duck content. Let\u2019s explore each principle, along with examples.<\/p>\n<h2>The 6 Elements of Persuasion<\/h2>\n<h3>1. Reciprocity<\/h3>\n<p>People feel an <a href=\"https:\/\/www.clearvoice.com\/resources\/writing-for-persuasion-advanced-content-marketer\/\" target=\"_blank\" rel=\"noopener\">obligation to purchase something<\/a> if they are given something for free from a brand. As <a href=\"https:\/\/www.influenceatwork.com\/principles-of-persuasion\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cialdini told eBrand Media<\/a>, \u201cThe gifts do not have to be expensive or even material; information and favors can work.\u201d<\/p>\n<p><strong>Content applications:<\/strong><\/p>\n<ul>\n<li>Deliver exclusive content to your subscribers<\/li>\n<li>Allow top-tier guest posters to write content for your brand\u2019s owned channels<\/li>\n<li>Offer an eBook, white paper, or webinar at no cost. Give people a few of your trade secrets and ask for nothing in return.<\/li>\n<\/ul>\n<h3>2. Scarcity<\/h3>\n<p>People are enticed by things that there are few of. Playing hard to get is not only applicable in the dating world, but also in business. As John Quelch wrote in<a href=\"https:\/\/hbr.org\/2007\/08\/how-to-profit-from-scarcity-1\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0Harvard Business Review<\/a>, \u201cBy using the illusion of scarcity, [marketers] can accelerate demand. This false scarcity encourages us to buy sooner and perhaps to buy more than normal.\u201d<\/p>\n<p><strong>Content applications:<\/strong><\/p>\n<ul>\n<li>Create seasonally focused content, such as landing pages, that aggregate your products that are only available for a limited time<\/li>\n<li>Write titles with time-based language, such as: \u201cWhy X Will Fall off the Face of the Earth in 2017\u201d or \u201cWhy X Should Matter to You Now.\u201d<\/li>\n<li>Retailers can relay a \u201cgoing going gone\u201d message by showing the number of products left or people viewing an item. Zulily does this by showing consumers how many others are viewing the same product:<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-full wp-image-53872 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/Zulily-Screenshot.png\" alt=\"Zulily\" width=\"820\" height=\"424\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/Zulily-Screenshot.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/Zulily-Screenshot-300x155.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/Zulily-Screenshot-768x397.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h3>3. Authority<\/h3>\n<p>Consumers do business with <a href=\"https:\/\/www.clearvoice.com\/resources\/thought-leadership-content-establish-authority-in-your-industry\/\">brands that are known and respected<\/a>. As eBrand noted, \u201cWhen people are uncertain, they look outside themselves for information to guide their decisions.\u201d Long story short: Authority can help persuade people.<\/p>\n<p><strong>Content applications:<\/strong><\/p>\n<ul>\n<li>Encourage your brand\u2019s C-suite to pen content on your blog or get bylines on external publications (Hint: <a href=\"https:\/\/www.clearvoice.com\/hire-freelancers\/ghostwriters\/\" target=\"_blank\" rel=\"noopener noreferrer\">Get a ghostwriter to help<\/a>)<\/li>\n<li>Launch a co-branding partnership <span class=\"fr-style\">\u2014 c<\/span>reate a wish list of brands that aren\u2019t direct competitors and reach out to them to collaborate on a unique <a href=\"https:\/\/www.clearvoice.com\/resources\/what-is-a-content-campaign\/\">content campaign<\/a><\/li>\n<li>Make sure you have an<a href=\"https:\/\/blog.hubspot.com\/marketing\/remarkable-about-us-page-examples\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0About Us page<\/a><\/li>\n<li>Incorporate reviews and testimonials from legitimate, recognized people of power in your industry<\/li>\n<li>Invite social influencers to write for your brand<\/li>\n<li>Host a Reddit AMA (Ask Me Anything) featuring an authority figure from your brand\u00a0\u2014 <a href=\"https:\/\/www.reddit.com\/r\/IAmA\/comments\/16b9ji\/i_am_tom_standage_digital_editor_at_the_economist\/\" target=\"_blank\" rel=\"noopener noreferrer\">The Economist and digital editor Tom Standage did this<\/a> with great success.<\/li>\n<\/ul>\n<h3>4. Consistency<\/h3>\n<p>People usually want consistency in all areas of their lives. Psychologists say we seek this consistency because it&#8217;s a shortcut to helping us make difficult decisions, and when we stick to what we know, we&#8217;re more apt to avoid disappointment and failure. As Cialdini said in the eBrand interview, \u201cPeople strive for consistency in their commitments. They also prefer to follow pre-existing attitudes, values and actions.\u201d<\/p>\n<p><strong>Content applications:<\/strong><\/p>\n<ul>\n<li><a href=\"https:\/\/www.clearvoice.com\/resources\/how-to-build-a-simple-effective-content-calendar\/\">Create an editorial calendar<\/a> to standardize brand content and design outputs<\/li>\n<li>Post on consistent days and times<\/li>\n<li>Maintain brand consistency across all your content channels<\/li>\n<\/ul>\n<p>Southwest Airlines is the perfect example of this. Cross-functionally, they deliver a consistent customer experience, a similar brand tone and iconography:<\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-53869 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/Southwest-Screenshot.png\" alt=\"Southwest Airlines\" width=\"820\" height=\"396\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/Southwest-Screenshot.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/Southwest-Screenshot-300x145.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/Southwest-Screenshot-768x371.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h3>5. Liking<\/h3>\n<p>Consumers do business with people and brands they like <span class=\"fr-style\">\u2014<\/span> and are like them. Some elements that influence how people like and bond with others,\u00a0taken from Cialdini\u2019s book, include:<\/p>\n<ul>\n<li><strong>Physical attractiveness:<\/strong> \u201cResearch has shown that we automatically assign to good-looking individuals such favorable traits as talent, kindness, honesty and intelligence.\u201d<\/li>\n<li><strong>Similarity:<\/strong> \u201cWe like people who are similar to us. This fact seems to hold true whether the similarity is in the area of opinions, personality traits, background or lifestyle.\u201d<\/li>\n<li><strong>Compliments:<\/strong> \u201c\u2026we tend, as a rule, to believe praise and to like those who provide it, oftentimes when it is clearly false.\u201d<\/li>\n<li><strong>Contact and cooperation:<\/strong> &#8220;\u2026becoming familiar with something through repeated contact doesn\u2019t necessarily cause greater liking. [\u2026we must be] working for the same goals\u2026we must \u2018pull together\u2019 for mutual benefit.\u201d<\/li>\n<li><strong>Conditioning and association:<\/strong> \u201c[Compliance professionals are] incessantly trying to connect themselves or their products with the things we like. Did you ever wonder what all those good-looking models are doing standing around in those automobile ads?\u201d<\/li>\n<\/ul>\n<p><strong>Content applications:<\/strong><\/p>\n<ul>\n<li>Encourage first-person writing, real-life references, and a casual tone on your brand\u2019s blog<\/li>\n<li>Avoid jargon, acronyms, and stuffy business speak<\/li>\n<li>Give followers insight into your brand through real-life examples. Post social content with non-stock imagery of a \u201cday in the life of X\u201d<\/li>\n<li>Post employee spotlights on your brand\u2019s owned social channels<\/li>\n<li>Avoid negativity and strive for an encouraging, mentoring voice<\/li>\n<li>Build a brand ambassador program<\/li>\n<li>Remodel your \u201cAbout Us\u201d page to include real photos of actual employees and day-to-day activities\u00a0within your company. Here\u2019s an example straight\u00a0from the\u00a0<a href=\"https:\/\/www.clearvoice.com\/about\/\" target=\"_blank\" rel=\"noopener noreferrer\">ClearVoice About Us page.<\/a><\/li>\n<\/ul>\n<h3>6. Consensus\/social proof<\/h3>\n<p>People look to the actions of others to determine their own. This is akin to the bandwagon effect, which <a href=\"https:\/\/www.investopedia.com\/terms\/b\/bandwagon-effect.asp\" target=\"_blank\" rel=\"noopener noreferrer\">Investopedia defines<\/a> as when \u201cpeople do something primarily because other people are doing it, regardless of their own beliefs, which they may ignore or override\u201d.<\/p>\n<p><strong>Content applications:<\/strong><\/p>\n<ul>\n<li>Post reviews, ratings and <a href=\"https:\/\/www.clearvoice.com\/resources\/customer-reviews-and-testimonials\/\" target=\"_blank\" rel=\"noopener\">testimonials<\/a> from customers to further validate social proof of your product or service<\/li>\n<li>Include your subscriber count on lightbox blog newsletter signup forms<\/li>\n<li>Have a social toolbar on each page of your website and show actual share stats. Here\u2019s an example from AdParlor:<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-53870 aligncenter\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/Ad-Parlor_Screenshot.png\" alt=\"Adparlor\" width=\"820\" height=\"488\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/Ad-Parlor_Screenshot.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/Ad-Parlor_Screenshot-300x179.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/Ad-Parlor_Screenshot-768x457.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Create Content That Persuades<\/h2>\n<p>Cialdini&#8217;s book came out in 1984, more than 30 years ago, but its six principles are just as relevant today. If you apply these elements of persuasion to your content marketing, you&#8217;ll see your conversions go up over time. But, if you&#8217;d rather work with a team that already has content persuasion expertise, ClearVoice can help. Our expert creators and storytellers can help you craft compelling content that emotionally persuades your target audience. <a href=\"https:\/\/www.clearvoice.com\/content-strategy-session\/\">Connect with us here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How persuasive is your content marketing, really? Let&#8217;s tap insights from Robert Cialdini&#8217;s best-seller, &#8216;Influence: The Psychology of Persuasion,&#8217; to boost conversions and drive sales.<\/p>\n","protected":false},"author":22,"featured_media":53874,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177],"tags":[139],"ppma_author":[207],"class_list":["post-42773","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-content-creation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Content Persuasion: 6 Elements to Boost Conversions<\/title>\n<meta name=\"description\" content=\"Want to boost conversions? 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Here are six of the best elements to level up your content persuasion and drive success.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.clearvoice.com\/resources\/using-6-elements-persuasion-drive-conversions-content\/\" \/>\n<meta property=\"og:site_name\" content=\"ClearVoice\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ClearVoiceContent\" \/>\n<meta property=\"article:published_time\" content=\"2016-05-04T19:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-27T02:29:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/6-Elements-of-Persuasion_Hero_1360x646.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1360\" \/>\n\t<meta property=\"og:image:height\" content=\"646\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Allie Freeland\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@alliegrayfree\" \/>\n<meta name=\"twitter:site\" content=\"@clearvoice\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Allie Freeland\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.clearvoice.com\/resources\/using-6-elements-persuasion-drive-conversions-content\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.clearvoice.com\/resources\/using-6-elements-persuasion-drive-conversions-content\/\"},\"author\":{\"name\":\"Allie Freeland\",\"@id\":\"https:\/\/www.clearvoice.com\/#\/schema\/person\/761104f766ef9cb04fa3030ec732f94b\"},\"headline\":\"How to Boost Conversions With the 6 Elements of Persuasion\",\"datePublished\":\"2016-05-04T19:00:00+00:00\",\"dateModified\":\"2025-04-27T02:29:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.clearvoice.com\/resources\/using-6-elements-persuasion-drive-conversions-content\/\"},\"wordCount\":1181,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.clearvoice.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.clearvoice.com\/resources\/using-6-elements-persuasion-drive-conversions-content\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/6-Elements-of-Persuasion_Hero_1360x646.png\",\"keywords\":[\"Content Creation Resources\"],\"articleSection\":[\"Content Marketing Blog\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.clearvoice.com\/resources\/using-6-elements-persuasion-drive-conversions-content\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.clearvoice.com\/resources\/using-6-elements-persuasion-drive-conversions-content\/\",\"url\":\"https:\/\/www.clearvoice.com\/resources\/using-6-elements-persuasion-drive-conversions-content\/\",\"name\":\"Content Persuasion: 6 Elements to Boost Conversions\",\"isPartOf\":{\"@id\":\"https:\/\/www.clearvoice.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.clearvoice.com\/resources\/using-6-elements-persuasion-drive-conversions-content\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.clearvoice.com\/resources\/using-6-elements-persuasion-drive-conversions-content\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2016\/05\/6-Elements-of-Persuasion_Hero_1360x646.png\",\"datePublished\":\"2016-05-04T19:00:00+00:00\",\"dateModified\":\"2025-04-27T02:29:16+00:00\",\"description\":\"Want to boost conversions? 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