What is Cialdini’s Consensus, and how can you use it to grow your brand?
The Consensus concept is one of Cialdini’s six powerful marketing psychology concepts. It sits alongside Reciprocation, Scarcity, Authority, Consistency, Consensus and Liking/Friendship.
Cialdini’s Consensus can boost both your personal brand and business branding, making you irresistible to customers and leads. There are several ways you can use the concept. It works on the theory that people are more likely to listen to what others say about you than what you say about yourself! The best marketing works when the consensus recommends your brand.
If you are fundraising for a charity, people are more likely to donate if they see lots of other people, like them, who have already donated to your good cause. Below are some excerpts from the Consensus lecture in my Marketing Psychology from the Inside Out course:
- Read online reviews of competitors’ products or services
Using Amazon, Trustpilot, Google and other review sites, what is the consensus saying about similar products? What are their gripes? When we do marketing research for customers, we research and include competitors’ customer reviews. Remember to apply critical thinking, so, you can begin to understand the language, and what is important to the consensus – does it align with your offering? Use this in combination with the answers to the superpower questions – a resource you can download from the Marketing Psychology from the Inside Out online course.
- What consensus phrases can you use in your marketing messages?
Use the same language on your website as what the consensus is using. Remember, their brains are wired differently from yours. On my course sales page for Marketing Psychology from the Inside Out, I share student reviews (the consensus) and on the course membership packages.
- Don’t try to be all things to all people.
Customer reviews you read may show that your competitors offer different products to you but don’t fall into the trap of trying to fill all the gaps, or you will become a bland brand. Remember the brand archetypes and what makes you different. Don’t try to be your competitors, or you won’t be authentic. Instead, you can ‘group’ the most popular phrases and spot emerging themes. Using the above reviews, customers have said: ‘great relationship’,’seamless working partnership’ so I must ensure that my business continues to build great relationships and partnerships and marketing psychology is a great tool for this.
Marketing Psychology from the Inside Out was created by me, Vicky Vaughan, a creative Chartered Marketer, especially for small businesses, consultants and freelancers who don’t have in-house marketing knowledge and want to grow their brand. Often you are the face of your business, so the course is specially written to enhance and align both your personal and business brands. There are 56 lectures in total, and the course has been accredited for 22 CPD hours. There is a free trial so you can sample 3 lectures. No credit card required 😊