Any sales message should include the following:

I was introduced to the concept of compliance by my grandfather many decades ago. He showed me how to use a stick and red feathers, which led me to a new way of thinking about it.

He gave me a taped-to-the-end stick with red feathers attached and handed it to me. I knew it would make for a great show.

My grandfather had a family of robins nestling in a tree near his tool shed. He instructed me to take the feather end off my stick and lift it to the nest. We worked slowly and quietly.

A male red-breasted Robin stood nearby. His dismay at seeing the red feathers shocked me.

My grandfather chuckled and explained that the bird went berserk because of the red feathers. He said that robins protect their territory and will attack other robins they see.

Magical action patterns that are fixed are magic!

My grandfather was smart.

Studies have shown that the male Robin can attack a small group of red breast feathers, but not a detailed reproduction like a real male Robin without red breast feathers.

This is an example of what scientists call a “fixed-action behavior pattern” in animals. An instinctive, automatic response that can be used for persuasion.

Animals tend to follow a set of actions. If you could create a trigger that would cause desirable behavior in customers, like saying “yes” when they request something.

You can.

Robert B. Cialdini, a well-respected social scientist, specializes in compliance psychology. He stated that “… stereotypical behavior is common in many human actions …”.

He is referring to an experiment by Ellen Langer (a Harvard social psychologist). Langer asked the people waiting for the copy machine to answer, “Excuse me, I have five pages.” Around 60% of those who answered “yes” to the question said they would use the Xerox machine.

Similar circumstances led her to do the same thing, but she asked instead “Excuse me, I have five sheets.” An overwhelming 93% of respondents agreed with the request.

Why was the dramatic increase in “yes!” responses so significant?

People like to know why they are doing something. To avoid being ignorant.

The trigger for “Because” is information. People can use it to start a behavior sequence. In this instance, the “yes” response is an indisputable fact.

7 powerful compliance triggers

It’s easy to see the importance of fixed-action patterns in selling techniques. All we need is to know where to look for them. Many selling situations can result in a “yes!” response.

These are the seven compliance triggers psychologists have identified. These are seven compliance triggers that psychologists have identified. I offer suggestions for how to use them to copy.

1. Reciprocation

This is a strong desire to repay debts and give back to others when you have been helped. Alvin Gouldner (sociologist) points out that the reciprocity principle is an integral part of all societies on Earth.

Application: Give something for free to someone.

2. Consistency, commitment

We strive to be consistent in all that we do, say, and do. 

To convince someone to say yes, you must first get their commitment. You can make this small, moderate, or innocent. It can also lead to further compliance with larger requests.

Application – First ask your prospect a simple question. 

It is possible to get people to make a decision, take a stand, or do something. You can then build on this small commitment and make further requests.

3. Social proof

In almost all things we do, we imitate others. Social proof allows us to act by what others feel.

Application: Let people know you offer your services. Encourage them to purchase your products. Photos of customers using your product.

4. Like

We say yes more often to people that we know than we do to other people. It is difficult to say no to buying Girl Scout cookies for a friend’s child.

Application: Be approachable and personable. 

Show your vulnerability. Share your feelings.

5. Authority

In this age of specialization, we are more likely than ever to respond to authority. Experts or people that we consider experts can help us to find the answers.

Simple symbols of authority, such as titles or specialized clothing, can cause a response. This is part of how you convince someone to say yes. “

Application: Show your competence by using symbols and signs. Establish trust. Refer to reviews, books, speaking engagements, and awards.

Associating with people in authority allows you to “borrow” their authority. Take a photo of you and an authority figure.

6. Scarcity

Fear of losing something is more powerful than hope for gain. 

Application – Limit time and make it hard to find the right person. It is possible to be vague or to use a general deadline like “reply within 10 working days”.

Limit availability. You can mention the selling speed and cite the remaining items. You also have the option to limit supply by creating limited editions or restricting membership to 500.

7. Personal touch

Personalized shopping experiences are not the future. These personalized shopping experiences are not the future.

A personal touch is equally important in building new relationships with editors and clients. Professionals who work well together can find creative solutions to problems quickly.

Application: Be personal and not self-indulgent in your writing.      

The power to say “but you’re not charged”

We must not forget that the sales environment is no longer “buyer beware”. Customers now have greater control over finding the best products.

People don’t like feeling pressured. Your prospect must decide whether they accept the proposal.

Allowing someone to say no is a way to convince them to say yes.