If you want to utilize persuasive marketing, likeability can play a large role. The more likeable you and your brand are, the more successful you’re going to become.
When you have the likeability factor, you’ll find it easier to influence consumers. The question is, how does likeability impact persuasive marketing and how can you become more likeable?
Here’s what you need to know about likeability in business and how to make your brand more likeable.
What Role Does Likeability Play in Persuasive Marketing?
Likeability plays a large part in persuasive marketing. After all, when you’re trying to persuade someone to do something, they’re unlikely to do it if they don’t like you very much!
The more likeable your brand is, the more persuasive your marketing will be. According to the founder of the persuasive marketing theory, Robert Cialdini, we like people who are similar to us, cooperate, or compliment us. So, if your brand can prove to be relatable and provide a positive experience, it’s going to become more likeable to customers.
When you become more likeable, you’ll find customers start coming to you, rather than you having to seek them out.
How Can You Make Your Brand More Likeable?
Now that we’ve looked at how likeability can impact persuasive marketing, the question is: how can you make your brand more likeable? There are a number of ways you can do it, including:
- Don’t forget the human touch
- Provide excellent customer service
- Encourage reviews
- Prove helpful
It’s important not to let go of the human touch in business. It’s easy to focus too much on statistics, facts and figures. However, what consumers really want is a brand that gets them. They want that human touch and when they find it in a business, they tend to remain loyal.
Your brand will find it hard to achieve more likeability if it doesn’t offer good customer service. So, focus on providing an excellent service to your customers. This should include making sure your website is easy to use, that there are multiple delivery options available, and that any questions and complaints are answered quickly.
Brands become much more likeable if they admit to mistakes too. So, if a customer does have a problem, admit your mistake and then work hard to rectify it.
Encouraging customer reviews can also ramp up your likeability factor. The more positive reviews your brand has, the more favourably consumers will view you. You’ll also want to make sure the company is helpful. Put out helpful content and make an effort to help your local community. The more good deeds you do, the more your brand will be liked.
These are some of the best ways to boost your company’s likeability. It does take a lot of effort, but the rewards are definitely worthwhile. The more likeable you are, the more likely consumers will be to trust and buy from you. Even the most persuasive marketing techniques will fail if your brand isn’t liked or viewed in a positive manner.
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