4 Laws of Psychology of Persuasion and Influence in Marketing




4 Laws of Psychology of Persuasion and Influence in Marketing

Kevin Hogan’s book  “The Science of Influencing Others ”  provides very simple secrets that help convert “no” to “yes”. Each of the secrets of this book was tested many times and in many different situations, then it was evaluated academically and theoretically, and in practice.




By this, this book has transformed the art and magic of influencing and persuading others into a science that has proven rules, principles, experiences and scientific tests. More importantly, anyone can acquire and learn it.


From this book  we have chosen 4 laws of influence and persuasion :


1- The Exchange Law

When someone gives you something valuable, your response is the desire to give it something valuable in return. If your product is of high quality, send samples of it to your customers and they will be more willing to buy it later for two reasons:


The first is that when they see it they will recognize it as a product they have already tried and used. The human mind tends to choose familiar things.

The second reason is that when you give the customer something you stimulate feelings of reciprocity and reciprocity, he initiates and gives you something in return.


2- The law of difference

If there are two things, two people, or two places that differ from each other and are close to each other in terms of time and place, or in the mind of the customer, the difference between them is very noticeable, so it becomes easy to distinguish and determine which we want more than the other.
Have you ever walked into a grocery store and saw a customer pick up two competing producers and put both of them in a hand, turning them on all sides, trying to decide which one to buy?

This customer adheres to the law of difference. The law of difference does not mean that your price will always be the cheapest, but rather that if you place two products or services side by side or close to time, place or mental The same: “Should I buy or not?”


3- Friends Law

When someone asks you to do something and you trust that your best interests him, you will feel the urge to implement what he asked you to. Make customers see you as a friend who cares about theirs, thereby increasing your chance of influencing and persuading them. If you highlight the negative aspects of your bid, you will achieve two goals:


First: Your credibility increases with the customer and you are considered trustworthy
Second, the customer feels reassured that you saved him the trouble of looking for himself on any supply defects


4- The law of scarcity

When the customer feels that a product will be needed by the recipient in limited quantities, he feels that the value of this product is greater than it is in fact. One in the dish realizes that if someone else comes and takes this piece, nothing remains for him


so it becomes imperative for him to have the last cake. This fear arises from our childhood and takes root over the age, and since its effect deepens in our psyche, you have to devise ways to use it positively during operations. B. Everyday