{"id":4910,"date":"2018-06-29T10:43:33","date_gmt":"2018-06-29T17:43:33","guid":{"rendered":"https:\/\/fuelmedical.com\/?p=4910"},"modified":"2020-10-14T14:59:50","modified_gmt":"2020-10-14T21:59:50","slug":"using-the-principles-of-persuasion-to-guide-your-advertising","status":"publish","type":"post","link":"https:\/\/fuelmedical.com\/using-the-principles-of-persuasion-to-guide-your-advertising\/","title":{"rendered":"Using the Principles of Persuasion to Guide Your Advertising"},"content":{"rendered":"

According to Dr. Robert Cialdini, there are six principles of persuasion that cause people to say \u201cyes.\u201d In his classic book Influence<\/em>, he discusses how these principles can be used as shortcuts to increase the chances someone will be persuaded by your request. When it comes to advertising, the same rules apply; you are trying to persuade patients to choose your practice.<\/p>\n

Below are our top three advertising tips and the persuasion principles that support them.<\/h1>\n

1. Use Testimonials in Your Advertising<\/strong><\/h2>\n

This tactic relies on Cialdini\u2019s principle of consensus, which says that when people feel uncertainty, they \u201cwill look to the actions and behaviors of others to determine their own.\u201d In other words, people seek social proof by assuming that the actions of others are reflective of correct behavior. Testimonials fulfill this social proof by guiding potential patients and helping them overcome internal objections. The advantage of using testimonials in your advertising is that you can seek and select what message you want to convey about your practice and frame it in a convincing way.<\/p>\n

2. Invest in Professional Headshots for Your Advertising<\/strong><\/h2>\n

Far too often, practices make the mistake of taking headshots with their smartphones instead of with a professional camera. The quality of your photos is also affected by the expertise of the person taking them. By using professional headshots, you are utilizing the principle of authority, which is the idea that \u201cpeople follow the lead of credible, knowledgeable experts.\u201d If you don\u2019t present yourself as a professional, your patients will not see you as one \u2013 which can impact their perception of the quality of your services.<\/p>\n

3. Rethink Your CTAs<\/strong><\/h2>\n

You should never offer discount offers long-term. If the deal you\u2019re offering is short-term, it creates a sense of urgency, which gets patients in the door. This is the same reason advertising a free product or service makes it seem less valuable. According to Cialdini, \u201cPeople want more of things they can have less of.\u201d Point out what is unique about what you are offering and what people will stand to lose if they don\u2019t go for it.<\/p>\n

One final takeaway: In thinking about advertising, consider talking to a patient like a person; don\u2019t just flash your brand and hope they crowd through your doors. Instead, use your advertising to establish a relationship with prospective patients.<\/p>\n","protected":false},"excerpt":{"rendered":"

According to Dr. Robert Cialdini, there are six principles of persuasion that cause people to say \u201cyes.\u201d In his classic book Influence, he discusses how these principles can be used as shortcuts to increase the chances someone will be persuaded by your request. When it comes to advertising, the same rules apply; you are trying…<\/p>\n","protected":false},"author":1,"featured_media":4913,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","header_content":"","schema":"","fname":"","lname":"","credentials":"","position":"","tenure":"","department":"","location":"","apply_url":"","placeID":"","no_match":false,"name":"","company":"","review":"","address":"","city":"","state":"","zip":"","lat":"","lng":"","phone1":"","phone2":"","fax":"","mon1":"","mon2":"","tue1":"","tue2":"","wed1":"","wed2":"","thu1":"","thu2":"","fri1":"","fri2":"","sat1":"","sat2":"","sun1":"","sun2":"","hours-note":"","footnotes":""},"categories":[87],"tags":[],"article_type":[12],"_links":{"self":[{"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/posts\/4910"}],"collection":[{"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/comments?post=4910"}],"version-history":[{"count":1,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/posts\/4910\/revisions"}],"predecessor-version":[{"id":7938,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/posts\/4910\/revisions\/7938"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/media\/4913"}],"wp:attachment":[{"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/media?parent=4910"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/categories?post=4910"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/tags?post=4910"},{"taxonomy":"article_type","embeddable":true,"href":"https:\/\/fuelmedical.com\/wp-json\/wp\/v2\/article_type?post=4910"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}