Here are 20 psychological nudges to get people to buy from ‘The small BIG – Small Changes that Spark Big Influence’, the new book on marketing persuasion by Persuasion Science rockstars psychologists Robert Cialdini and Noah Goldstein, and Steve Martin.
The small BIG a kind of Nudge meets Influence, the Psychology of Persuasion covering 50 small psychological nudges – drawn from psychological and behavioural science – that can make a big change the persuasive effectiveness of your marketing (or whatever/whoever you are trying to influence).
Many of the psychological nudges are built around Cialdini’s 6 universal persuasion principles (authority, social proof, scarcity, consistency, liking, reciprocity) and are based on the now-dominant idea that our minds have two systems for thinking and solving problems; (system) one – fast, intuitive and mostly unconscious, and (system) two – slow, reasoned and deliberate.
Most people spend most of the time using System 1, only hauling System 2 out to ponder when we absolutely have to. The psychological nudges covered in ‘The small Big’ involve presenting information in a way that fits the automatic biases and rules (heuristics) that make up our System 1 minds.
Here’s the first 20 psychological nudges for your delight and delectation – next week we’ll cover the remaining 30
- Nudge 1: Nudge people to buy/pay using social proof by telling them about the large number of people who have already bought/paid (UK tax authority HMRC used this to boost payment from late-payers from 57% to 86%)
- Nudge 2: Nudge people to adopt a new product (go against the crowd/convention) using negative competitor-user imagery by pairing crowd/convention behaviour with unpopular/undesirable people/groups
- Nudge 3: Nudge people to buy by talking about the costs or benefits of deviating from the norm (e.g. if buying is the/their norm, then highlight the costs of not buying (deviating from norm), but if buying is not the norm, highlight the benefits of buying (deviating from the norm)
- Nudge 4: Nudge people to buy a new product (and thereby violate a social norm) using active social proof by showing others actively buying (or in the case of pro-social behaviour, if the social norm is to drop litter, show others picking up litter)
- Nudge 5: Nudge people to pay attention by using their first name; first name cues our attention (cocktail party phenomenon – from the background din of chatter, you notice when someone uses your name)
- Nudge 6: Nudge people towards buying by focusing both on how they have similar traits to other buyers and that they are dissimilar to non-buyers (focus on uncommon commonalities)
- Nudge 7: Nudge people to spot marketing opportunities by pairing them with a fresh set of eyes (familiarity leads to opportunity-blindness)
- Nudge 8: Nudge people to buy by first securing an active (and public) pre-sales commitment (e.g. sign up for information – for instance missed appointments dropped by 25% when patients filled in an appointment card themselves)
- Nudge 9: Nudge people indirectly in small steps, by first encouraging them to engage (publicly if possible) in a low-cost activity consistent with buying, and then using further cues to trigger purchase.
- Nudge 10: Nudge people to buy ‘sinful/guilty’ products by providing them with a way to offset the guilt and ‘licence’ the behaviour (e.g. placing recycling bins in a room will encourage wasteful behaviour)
- Nudge 11: Nudge people using stories that illustrate the positive ’significance’ of purchase on others – rather than personal benefit.
- Nudge 12: Nudge people by linking the desired behaviour (e.g. buying) to that of someone they know, whilst linking non-compliance (not buying) to losing (not losing is often a greater motivator than winning)
- Nudge 13: Nudge people to buy with ‘implementation intentions’ by getting them to predict purchase as likely – and encouraging them to specify the details (when, where etc)
- Nudge 14: Nudge people to buy with ‘future lock-in’ by inviting them to commit to buying in the future (e.g. subscriptions)
- Nudge 15: Nudge people to buy now because they owe it to their future selves (moral responsibility to one’s future self)
- Nudge 16: Nudge people to buy by framing the benefits of purchase as an attainable challenge. We are motivated by challenges, but only when we see them as attainable (5 a day fresh produce recommendation would work better if it was framed as a more attainable 4-6)
- Nudge 17: Nudge people to buy by first framing their options as a choice between two purchases, and then pointing our what they stand to lose if they don’t choose the option you want them to take (AKA ‘Enhanced Active Choice’)
- Nudge 18:Nudge people with deadlines – an offer of just a few days will yield more purchases than a more flexible offer with a long expiry date
- Nudge 19: Nudge people to stay waiting in line/on hold rather than quit using distraction techniques – like Disney queues, give them something entertaining to distract their attention and feeling they are wasting/losing time
- Nudge 20: Nudge people to buy using ‘preference for potential’ – the way we find future potential to be more compelling than past track record (people preferred a Facebook clip suggesting an artist could become the Next Big Thing, over the same clip suggesting the artist was currently The Next Big Thing’