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291

 – The Psychology of Marketing: How to Get More Clients Saying Yes

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Hosted by HerBusiness

On air:

16 January 2025

What if getting more clients or making more sales wasn’t left up to chance?

Spoiler Alert: It isn’t left up to chance. Or at least for big businesses, it’s not. There is a SCIENCE behind selling and persuading your ideal clients into buying. It’s not magic, it’s not manipulation – it’s human psychology.

Let’s walk through Robert Cialdini’s 7 Principles of Persuasion, and then talk about how to apply them to your specific campaign assets.

What You’ll Learn In The Episode: 

  • The 1 thing you need to know about each of Cialdini’s 7 principles and how they apply to your marketing
  • How to ethically influence your ideal clients without feeling pushy or manipulative
  • Why not every sales asset needs all 7 principles and how to strategically select the right ones
  • How to use reciprocity to build goodwill and create loyal customers
  • Why liking and relatability can make or break your connection with your audience
  • How to harness the power of social proof with testimonials, case studies, and reviews
  • The secrets to showcasing authority in your business through awards, credentials, and experience
  • How commitment and consistency can guide your ideal client step-by-step through your sales funnel
  • The most effective ways to use scarcity to create urgency and drive action
  • How to foster unity and build a sense of belonging in your community or audience
  • A step-by-step guide to incorporating these principles into your ads, email campaigns, and landing pages

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About the host

Suzi Dafnis

Hi there. I’m Suzi Dafnis, CEO at HerBusiness. My BIG passion is helping women business owners to grow and scale their business, so that they can create their ideal lifestyle and make a difference in the world. Every day I am inspired by the more than 30,000 amazing women (and men!) in our community and I love finding the best education, mentors, and resources from around the globe, to help them get the skills, knowledge, and support they need to succeed. It’s been my privilege to lead HerBusiness (formerly The Australian Businesswomen’s Network) for the past 23 years (two+ decades – WOW!) because, whilst I’ve enjoyed success in business, I’ve also experienced the highs and the lows – sometimes you can feel on top of the world and in control and other times you can feel isolated, exhausted and stuck. What has made the biggest difference for me has always been having great people around me and having a lifelong commitment to learning. That’s why I am so passionate about the work we do here at HerBusiness – providing a Connection Network for women in business to get the mentors, contacts, referrals, knowledge, and skills they need to grow their confidence, make more money, build their businesses, expand their network and create the lives they love. My entrepreneurial journey started in the spare room of my Sydney apartment in 1994 when my business partner and I started a boutique events company that represented speakers and authors from the USA, here in Australia. Over the years I’ve grown multiple multi-million dollar businesses in the events, publishing and education niches – with teams in Australia, New Zealand, and the USA. Not everything has worked and there has been a degree of trial and error, and a lot of bumps in the road. But I have always had a strong commitment to always surrounding myself with great mentors and like-minded peers – a Connection Network that I can depend on and who can depend on me to be there for them too. I truly do what I love, every day.  

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