Written by: Sunu Philip, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
A while back I read the book, “Influence: The Psychology of Persuasion” by Robert Cialdini and it has so many takeaways that we can apply while setting up a lead magnet funnel.
In this article, I go through the 6 laws of persuasion outlined in the book and explain how we can implement them with our lead magnet funnels.
To get a better picture of the laws and the psychology of persuasion, I highly recommend reading the book.
1. The Law of Reciprocity
This law states that when people receive something, they have an automatic instinct to give back.
When shops give away free samples, customers instinctively give back by buying something.
You can tap into this natural law with your lead magnets and persuade people to buy from you!
When you have a lead magnet funnel with one or more lead magnets, you’re priming your audience to tap into their natural instinct and give back.
No, this is not about manipulating people to buy from you. It’s about you providing your ideal client immense value through your lead magnets.
It gets them in the right mindset, so they invest back in you and buy something from you. When they see the value you’re providing for free, they make the natural decision to give you business in return.
Create amazing lead magnets and place them as milestones in your customer journey, thereby leading them to where you want them to be!
2. The Law of Commitment and Consistency
This law is about promising your ideal client something big and delivering it consistently. It’s about taking a stand and being committed to giving your audience the results they seek.
You can apply this law in your lead magnet funnels by making sure your lead magnets provide ample value. It’s not just a hyped-up promise, but the free resources you provide allow your ideal client to experience big results.
When you commit to the stand you’ve taken, keep your word and deliver on it, it will make a huge influence on your audience’s buying decisions.
3. The Law of Liking
This law states that like attracts like. It’s about bringing in your story and building a rapport with your ideal client.
You can establish commonality by sharing a similar experience and this lets them connect with you. You can include personal stories in your lead magnet and your nurturing email sequences.
People buy from people they like, so bringing in stories helps you tap into the law of liking and build trust with your audience.
4. The Law of Scarcity
This is another law of persuasion that goes with how we humans are wired. Remember the toilet paper scarcity of 2020?
When there’s a limited supply of something, we have the tendency to rush and buy it. Limited editions add to the hype and give buyers a VIP feeling of exclusivity. When they get it, they feel they’ve achieved something great and it gives them a dopamine rise.
I must mention that you don't have to create fake scarcity. That's not the point. You can employ scarcity with the number of seats for a free masterclass, or the date when your free offer closes.
This kind of limited supply need not be restricted to just lead magnets – you can also use it for other things you’re selling. You can limit the number of seats you’re selling, offer a price discount for the first few days, or have a limited-time fast action bonus.
When your ideal client feels the scarcity, it makes them take immediate action and also gives them the feeling that they’ve got their hands on something special.
5. The Law of Authority
You might have seen websites with logos of big companies like Facebook, Google, etc. That’s the law of authority in action. Just by virtue of the logo placement, anyone visiting the website instinctively begins to trust it. This can be a huge boost for a business if used honestly and not in a way that feels manipulative.
It’s similar to the law of association. For example, if a coach posts a picture with a big industry influencer like Tony Robbins, his authority and positioning passes on to them through association.
So celebrity endorsements and testimonials from high-profile industry experts give you an edge over others in your niche. Your ideal client perceives you to be at the same level as the other person. That’s human instinct.
That's actually how TV ads work as well. The psychology behind it is that when a celebrity endorses that product, we go buy it… even if we logically know that they had been paid to feature in the ad.
If you have real relationships with industry experts who can recommend your lead magnet or products, that will go a long way in persuading your audience. When they see people they admire promoting your stuff, they’ll think that if it’s good enough for others, then it's good enough for them!
6. The Law of Social Proof
Do you remember old TV comedy shows with a laughing track in the background of comical scenes? When we heard others laughing in those shows, we also tended to laugh along with them.
Even if you don’t get the joke, you laugh with them because subconsciously, you realise there’s something funny going on. If everyone is laughing, you don’t want to be left out.
It’s human tendency – if you're not sure how to act, you rely on others around you. So when a group of people react in the same way, you have a tendency to do the same thing because they are doing it. You think, if others are doing it, it must be the right thing to do.
We see this happen when videos go viral. You might think that if so many people are watching it, it must be good – even if you don’t feel the same way.
The best way to tap into this instinct with lead magnet funnels is by using testimonials and case studies. You can share how you helped your clients get results – that speaks for you.
It gives your ideal client the feeling that if this works for them and they’re getting the results, I need it too.
I would say the social proof is pure gold. So don't use it in any way that manipulates your audience, but use it genuinely to show others what you have done, how you have helped others like them, and how you can deliver the same results to the person who's considering working with you.
Having a lead magnet funnel is an excellent way to persuade your ideal client to sign up for your email list, so you can nurture them and get them to work with you in a higher capacity.
When you integrate the 6 laws of persuasion in your lead magnet funnel, selling your offers is going to be a breeze!
Need help setting up your lead magnet funnel in an effective manner? I’ll be happy to help!
To know more about me and my work, please visit my website.
Sunu Philip, Executive Contributor Brainz Magazine
Sunu is an international lead magnet expert specializing in creating a lead magnet and launch funnels that help coaches and consultants consistently sell their high-ticket offers with ease. She has been in the digital marketing industry for the last 12+ years, working with varied industries, and has helped her clients generate £3 Million+ yearly income through SEO and inbound marketing strategies. A high-school teacher turned online marketing consultant, Sunu is passionate about supporting people who love to transform the lives and businesses of their clients.
Over the past 2 years alone (since she embraced the title ’The Lead Magnet Lady’), Sunu has helped hundreds of entrepreneurs and small business owners share their story, build their tribe, increase their impact, and get more leads and sales by designing and setting up an efficient lead magnet and launch funnels for their businesses.
