(Want to dive deeper into the psychology behind marketing? Click here to listen to the full podcast episode!)
Persuasion is a skill that shows up everywhere in life. Whether you’re a business owner, a leader, or someone looking to strengthen your communication, your ability to persuade and communicate effectively is a HUGE piece of your marketing.
I know so many women business owners who have INCREDIBLE products and services. They have worked their butts off to get their business off the ground.
But then when it comes to selling that offer and getting the “YES!” from clients?
Crickets.
In order to sell that great offer you have, it is necessary to understand the psychology behind marketing and know what goes on in the mind of your potential buyer.
So today, we’re breaking down the psychology behind why people say “yes” and how you can put persuasion into practice — WITHOUT being pushy or salesy.
(And hey, if you get good at these… you can even integrate these into non-business life , like getting your partner to get you a cup of tea every once and a while.)
The 7 Principles of Persuasion
Robert Cialdini, author of Influence, outlines seven core principles that explain why people say yes. These are the foundation of ethical persuasion and can be applied to marketing, leadership, and everyday conversations.
Let’s break them down.
1. Reciprocity – Give First
People feel compelled to return the favour when someone gives them something first. This is why free trials, valuable content, and special bonuses work so well in marketing.
For example, if you host a webinar that delivers incredible value, attendees are more likely to say yes when you offer them a product or service at the end.
2. Liking – Be Relatable
People say yes to those they like.
And liking comes down to relatability and authenticity.
Maybe you’re a small business owner who struggled to hit your first six figures. Maybe you’re a parent juggling work and family life. When you share personal stories, people think, “She gets me. She’s just like me.”
You can remain in an authority, go-to-expert position while also showing your ideal clients that you are HUMAN, first and foremost. The relatability is what will earn you life-long customers.
And THAT is powerful.
3. Social Proof – Show That Others Trust You
Let’s be honest here. People tend to follow the crowd.
Say you’re walking past two restaurants.
One is packed. People are laughing, you see a takeout line out the door, the hostess is working hard to seat the constant flow of people…
And the other is empty. It smells great, and the food is probably just as good — but you don’t see a SINGLE person sitting to eat.
Which one are you more likely to go into? Probably the busy one, right? That’s social proof in action.
The same applies to business. If your prospects see others engaging with your brand, loving your stuff, and recommending your products — they’re more likely to do the same.
In marketing, this means sharing testimonials, reviews, or case studies so people can see that others have benefited from your product or service.
4. Authority – Demonstrate Your Expertise
People trust experts. So, how are you showing authority in your business?
Maybe it’s through your qualifications, awards, or media features. Or maybe it’s through association, being featured alongside respected brands or thought leaders. You want to be seen as a “go-to expert” in your specific niche.
5. Commitment & Consistency – Start with Small “Yeses”
People want to stay consistent with their past actions.
If they say yes to something small, they’re more likely to continue saying yes.
If someone downloads a free guide from you, they’re more likely to open your emails, engage with your content, and eventually buy from you.
So start with small yeses, warm up those leads, and then eventually you can hit them with a “here’s the thing I’m selling” email.
6. Scarcity – Time is Running OUT!
Another natural human instinct is to want what is rare.
If you see that there’s only one croissant at the cafe left, you’re thinking, “Ooh, everyone must love the croissants… I have to get that last one.”
If something feels limited, they’re more likely to take action. Think of Boxing Day sales — “Only 10 left in stock” or “Offer expires in 24 hours” creates urgency. (But remember… don’t use fake scarcity; people can sense it a mile away and it does NOT look good for your business.)
7. Unity – Build a Sense of Belonging
We all want to feel like we are a part of something bigger than ourselves. We want to find purpose and community in what we do, in what we buy.
Building a sense of belonging in your marketing is really important to make people comfortable to walk through the door.
If you run a fitness studio, you can foster unity by sharing community success stories.
If you’re a business that promotes sustainability, highlight stories of customers who care about the environment.
If you have an online crochet membership, capture some clips of your members laughing together at the next live crochet event you host (is that a thing?).
Celebrate wins. Showcase the success people have had. Let your potential customers know that as soon as they finally say “YES!” they will not regret that decision. They will find belonging right away.
How to Apply These Principles to Your Marketing
So, how should you actually implement these principles?
Does EVERY marketing asset need all seven?
Not necessarily. You can implement each of these principles into your different assets depending on where your customer IS in their journey. Let’s talk about how to implement them into 3 different marketing assets: ads, email campaigns, and landing pages.
Advertisements
So, your ads are often the first introduction someone has to your brand. It’s important to make an impact quickly.
This is where social proof can be incredibly powerful — using a strong testimonial or a quick success story can immediately build trust. If you have media features, credentials, or impressive industry experience, showcasing that authority in your ad can also position you as the go-to expert.
And, creating a sense of scarcity by mentioning a limited-time offer or an exclusive opportunity can push your audience to take action, but always ensure it’s genuine. Since ads are usually short and snappy, focus on one or two of these elements rather than trying to include everything at once.
Email Campaigns
Email marketing is one of the best places to layer the elements of the psychology behind marketing over time, allowing you to strategically introduce different principles across multiple emails.
For example, your first email might tap into reciprocity, offering a valuable free resource while also building liking by telling a relatable story.
A follow-up email can lean into authority by naturally weaving in your experience and expertise while also reinforcing social proof by sharing case studies or testimonials.
As the email sequence goes on, you can introduce scarcity by highlighting an upcoming deadline or limited availability.
Towards the end of your campaign, you can use unity by sharing community stories and the values that can help solidify trust and connection. When done well, your emails will naturally guide your audience toward making a confident decision without feeling pressured.
Landing Pages
Your landing page is where everything comes together.
By the time someone lands here, they’ve likely already received some form of value from you, so reciprocity has been established, but you can strengthen it further by offering bonuses or exclusive perks.
The tone and messaging on your page should align with your brand, keeping liking front and centre by making the copy feel warm, personal, and relatable. Social proof plays a major role here — testimonials, case studies, and statistics should be clearly displayed to reinforce trust.
To establish authority, you can include a section about your credentials, media mentions, and expertise. Throughout the page, small micro-commitments (like answering a quick question or clicking a button) tap into commitment and consistency, making it easier for your audience to take the next step.
A countdown timer or a reminder that spots are filling up can add scarcity. And then, weaving in unity by highlighting success stories, shared values, or community aspects can be the final push that makes someone say, “This is for me.”
The key is to meet your audience where they are, using the right elements at the right time to guide them toward a natural and confident “yes.”
The Psychology Behind Marketing is About Connection… Not Manipulation
At the end of the day, marketing and persuasion isn’t about manipulation… It’s about understanding human psychology and creating meaningful connections with your ideal customer.
If you take one thing away from this, let it be this: your marketing doesn’t need to feel sleazy or pushy to be persuasive. When you genuinely serve your audience, build trust, and communicate with authenticity, they’ll say yes because it’s the right decision for them.
Now, I want you to take a look at your marketing.
Look at your ads, your emails, your sales pages.
Where can you weave in these principles to make your messaging more compelling?
And if you’re thinking, “Suzi, I don’t even HAVE an email funnel yet…” Don’t stress! You’re already ahead of most business owners by simply understanding these concepts.
And, if you’re an established woman business owner looking for a community that will push you further and encourage your growth…
Get on the HerBusiness Membership Waitlist. These types of discussions are just the tip of the iceberg of what we offer inside the membership. We have hundreds of women growing their businesses, learning high-level marketing concepts, and scaling — together.
