{"id":32353,"date":"2019-10-24T12:21:07","date_gmt":"2019-10-24T17:21:07","guid":{"rendered":"https:\/\/www.crowdspring.com\/blog\/?p=32353"},"modified":"2024-08-04T15:08:53","modified_gmt":"2024-08-04T20:08:53","slug":"marketing-psychology-liking","status":"publish","type":"post","link":"https:\/\/www.crowdspring.com\/blog\/marketing-psychology-liking\/","title":{"rendered":"Marketing Psychology: How to Use the Liking Principle to Grow Your Business"},"content":{"rendered":"

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Understanding the liking principle and how to use it in your marketing and website can give you an unfair advantage over the competition.<\/p>\n

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What is the liking principle?<\/h2>
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We like people who are similar to us, pay us compliments, and cooperate with us toward mutual goals. This is the liking principle.<\/p>\n

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According to the liking principle<\/a>, we are more likely to be persuaded by people we like and those we want to be<\/em> like. Put differently: the more you like someone, the more likely you are to say yes to them.<\/p>\n

The liking principle is one of the key principles of marketing psychology<\/a> and principles of persuasion.<\/p>\n

It’s why companies hire celebrity endorsers, why big brands use influencers and micro-influencers to help promote their products and services, and why used-car salesmen take a bad wrap for their cheesy smiles (they try a bit too<\/em> hard).<\/p>\n

Earning a customer, a sale, or a recommendation are all related to the liking principle.<\/p>\n

The psychology behind the liking principle<\/strong><\/h3>\n

Dr. Robert Cialdini introduced the liking principle in his book\u00a0Influence: The Psychology of Persuasion<\/em><\/a> in 1984.\u00a0\u00a0According<\/a> to Dr. Cialdini:<\/p>\n

Persuasion science tells us that there are three important factors. We like people who are similar to us, we like people who pay us compliments, and we like people who cooperate with us towards mutual goals.<\/p><\/blockquote>\n

Three principal liking factors influence consumer behavior<\/a>:<\/p>\n

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  1. Physical attractiveness \u2013<\/strong> Attractiveness suggests honesty.<\/li>\n
  2. Similarity \u2013<\/strong> We trust those who are like us.<\/li>\n
  3. Compliments \u2013<\/strong> We love being complimented and are drawn to people complimenting us.<\/li>\n<\/ol>\n

    Don’t be fooled into thinking these principles are only relevant in person. These principles can also be applied to your marketing and branding strategies.<\/p>\n

    Physical attractiveness is important<\/strong><\/h3>\n

    Is your website beautiful?<\/p>\n

    It should be.<\/p>\n

    In today’s media-driven age, the physical attractiveness of a website or marketing advertisement always trumps the attractiveness of store salespersons.<\/p>\n

    Your business website<\/a> is your storefront, and its design significantly impacts whether your customers will buy from you.<\/p>\n

    Does your website make them feel intrigued and connected, or is it confusing and overwhelming?<\/p>\n

    As we\u00a0previously wrote<\/a>,<\/p>\n

    Every element in your web design should be chosen with deliberate intention.<\/p>\n

    Every graphic, copy layout,\u00a0and font should communicate as much information about your brand as possible.<\/p>\n

    There should be no arbitrary choices in your web design.<\/p>\n

    Lines, angles, shapes and color choices should all be dense with brand information.<\/p><\/blockquote>\n

    Understanding the importance of a well-designed website has never been more important. Studies show that 75% of judgments on the credibility of a website<\/a> are based on its aesthetics.<\/p>\n

    Your customers have infinite options online about where to direct their attention. As the research shows, they form their opinions about your website in milliseconds.<\/p>\n

    We trust those who are like us<\/strong><\/h3>\n

    Who is your client, and how can they relate to you?<\/p>\n

    Remove any walls that divide you to improve their trust.<\/p>\n

    Consider Apple stores. It is no coincidence that this high-end, high-tech store is staffed with reps in jeans and a t-shirt instead of traditional suits and ties. Apple<\/a> uses the liking principle to its advantage.<\/p>\n

    Relatability.<\/p>\n

    This strategy says: I am a human being and I am like you. I am casual and approachable. My products are for you.\u00a0<\/em><\/p>\n

    Research shows<\/a> that successful reps are 10x more likely to use collaborative words like \u201cus,\u201d \u201cwe,\u201d and \u201cour\u201d.\u00a0 Why? Because people are drawn to a sense of belonging.<\/p>\n

    This works even for celebrities.<\/p>\n

    Celebrities like Kim Kardashian are different from most people who follow her. Still, she has substantial credibility from her followers in certain market segments, including cosmetics. Celebrities often use key elements of social psychology to gain a bigger audience and more influence.<\/p>\n

    Prove to your client that you are “one of them” too, and you will gain their trust (and business).<\/p>\n

    Here are some useful ways to create trust and show that you’re just like your audience.<\/p>\n

    About Us page<\/h4>\n

    Your About page is one way to achieve this on your business website. This is an excellent way to put a face on your business.<\/p>\n

    Psychologically speaking, when we put a face to a name, that person becomes more real and likable. Clients are much more likely to say yes to someone they “see.”<\/p>\n

    Human beings connect with other humans. Let your clients “meet” you and your team; doing so brings a human aspect to the relationship — price tags and characters on a screen, but images and personal information no longer connect you.<\/p>\n

    And this also helps you with\u00a0conversion optimization<\/a> by increasing people\u2019s trust in your products and services.<\/span><\/p>\n

    Put a face on customer support<\/h4>\n

    Reaching out to a company for support can\u00a0sometimes be intimidating\u00a0and<\/em> infuriating<\/span>.<\/p>\n

    According to research<\/a> by the Temkin Group, 77% of customers would recommend a company to a friend after having a positive experience with it.<\/p>\n

    Consider putting a face to a name, sharing some personal information about that name, and using approachable language that assuages a client’s apprehension of reaching out.<\/p>\n

    Remember that your company’s brand identity<\/a> includes everything visual about your company. Your support team is on the front lines of communicating with customers and prospects. People like dealing with real people, not faceless companies. Be sure you’ve done everything possible to help the customer relate to your team.<\/p>\n

    Here’s how we do this at crowdspring:<\/p>\n

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    Getting the customer service experience right the first time is essential. First impressions matter.<\/p>\n

    Earning the likes of your prospects and customers requires branding they can relate to<\/a>, a product that is right for them, and a customer service experience that keeps them returning for more.<\/p>\n

    Compliments<\/strong><\/h4>\n

    Flattery will get you everywhere.<\/p>\n

    It is not surprising that we like people who like us, especially if those people go out of their way to compliment us.<\/p>\n

    This timeless idiom has some weight behind it.<\/p>\n

    Personally, flattery can be heart-warming. Professionally, it can turn into solid gold <\/em>as a principle of persuasion.<\/p>\n

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