Persuasion is the primary goal of any affiliate marketing campaign.
You’re trying to convince a total stranger to pay for something – Solely based on your opinion.
With affiliate marketing your goal is to influence people. You’re basically trying to control the way they think and act.
That’s why it’s important to use the persuasion techniques described in Influence by Robert Cialdini.
In this book, Cialdini talks about the six ways to influence people:
- Commitment and Consistency
- Social Proof
You can apply this information in a number of ways. Today we’ll talk about how to use these persuasion tactics with your affiliate offers. Ultimately, these techniques will lead to more clicks and more sales. So pay close attention!
I’ll cover each influencer; plus I’ll provide a specific example from a fictional affiliate marketer in the “fitness for men” niche:
Helping a person is a powerful way to influence their behavior. Give something away and people feel like they should return the favor.
With affiliate marketing, reciprocation is done by offering value up front – And not asking anything in return.
You do this by giving away a no-strings-attached article, report, or video that solves a niche-related problem. Do this enough and your followers will pay close attention to your content. This teaches them to check out any affiliate offer you recommend.
“ …and here’s a video that shows seven abdominal exercises you can do at home. The great thing about this regimen is it easily fits into any busy schedule.
Oh yeah…this is 100% pure content. It’s my way of saying thanks for being a loyal subscriber. Here’s the link: http://www.yourfreeabsvideolink.com
We all want to feel special. Nobody thinks they’re selfish, stupid, uncaring, lazy or boring. Get someone to agree they possess a good trait and you can make them do something because it “fits” this characteristic.
How does this work with affiliate marketing?
You issue a challenge to a certain type of person (hard workers, go-getters, smart, etc.) and say ONLY these people should buy a recommended product.
This technique is a great way to increase affiliate sales. That’s because people want to have others think they have good qualities – Even when they don’t.
…This fitness boot camp is only for those guys who are willing to work hard to get into the best shape of their lives. Your days will be spent shedding a lot of blood, sweat, tears…and perhaps a few body parts.
What this means is it’s NOT for lazy, half-hearted men who cry for their momma when the going gets tough.
So ONLY click this link if you’re up to the challenge: http://www.yourtoughbadassfitnessprogram.com
We look to others to for how to act in certain situations. If a thousand people like a product, then it must be good. Social proof gets people to do something by showing how it’s benefited others.
Use social proof by providing testimonials and talking about the results people have achieved. This can be done by telling stories or giving specific numbers/facts. The trick is to let followers know that others have taken action on the link you provide.
“ …As of today, 1267 guys have read this home workout report. So far, the response has been incredible! One dude just told me it was the “best step-by-step workout regiment” he’s ever tried (His words.)
Over a thousand “action takers” have downloaded this report. Isn’t it time you did the same?
Here’s the link: http://www.youractiontakerworkoutreport.com
Liking is a powerful way to influence people. When we like someone; we’ll go that extra mile to help them. Think of your close friends. I bet you’d do a lot for them if they needed you!
Liking is established over an extended period of time. You achieve it by cultivating a friendship and showcasing a personality.
Talk to people like you’re having a normal conversation over a beer. Even better – Tell stories and be funny as you write the affiliate offer. Both are great ways to show a genuine personality.
“ I’d like to begin today with a quick story…
When I decided to get in shape at 40, I did what any red-blooded man would do – Hit the weight room.
Boy was I in for a surprise!
I quickly realized how weak I had become over the last two decades.
I’m talking about “getting sand kicked in your face on the beach” kind of weak.
In fact, I couldn’t life more than one plate on each weight machine.
To add to my embarrassment, every time I’d finish a rep, the plate made a loud clanging sound as it came down. So basically my “workout” went like this:
The gym was full of guys who regularly bench press small elephants and they were all staring at me. Some were trying not to laugh. Others weren’t so kind.
Anyway, the reason I mention this story today is…
Authority is one of the best ways to get people to purchase an affiliate offer. It’s influential because everyone likes to buy from a trusted source.
Establishing authority is another long-term process. It starts by offering valuable content that showcases your expertise. Then it’s increased through a series of multimedia content that answers many niche-related questions. Finally it’s reinforced by reminding people of your experiences with a certain market (ie: Showing your credentials.)
“ …As you’ve heard me mention before, I’m kinda obsessed with finding the PERFECT home workout regimen. I’ve tried 23 different products. And I’ve read over 50 books on the subject. Plus I’ve personally spent over a thousand hours trying different exercises.
That’s why I can honestly say I’ve NEVER found a program that works as well as Jim Bob’s Stupidly Awesome Home Workout System:
Last, but definitely not least, is scarcity. This is the biggest influencer of them all. You can literally print money on demand simply by threatening to take something away.
It’s often been said that most people spend their lives doing things out of a fear of loss rather than a desire for gain. Use this knowledge wisely and you’ll do very well with affiliate marketing!
My advice is to make scarcity your secret weapon. It’s that final push to make followers take action.
You can use scarcity in a variety of ways: Set a time deadline, limit the quantity of product, increase the price on a certain date or offer bonuses to an exact number of people.
Scarcity is powerful when used sparingly. Once in awhile create motivation by telling followers they’re missing out on something. Nobody wants to lose out on an opportunity.
…I’ve sent this email to 78,901 guys on my fitness list. But there are only 50 spots available for this fitness boot camp. Do the math. You have to act quickly if you want in. Go now to sign up before someone else takes your spot:
These six influencers are important to the success of any affiliate marketing campaign.
Every endorsement should use (at least) one of these principles. Think carefully about how it influences the reader.
Are you establishing authority? Do you want to use social proof? What action do you want subscribers to take?
Knowing how an affiliate offer is persuasive makes it much easier to create.
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