Power Of Persuasion Part 2: Liking

Consider, for a moment, a brand that you purchase products or services from on a regular basis. What is it that keeps you coming back for more? What is it that drew you to them in the first place?

There are lots of factors that can influence a person’s purchasing decisions. However, one of the most overlooked factors is the principle of persuasion known as “Liking”.

What Is the Principle of Liking?

As the name suggests, the principle of liking is all about getting people to like your brand through your marketing content. 

You don’t need a degree in psychology to understand that if people like your message, your brand values, and the type of content you put out on a regular basis, they’re going to be more inclined to buy what you’re selling, right?

What Makes a Brand Likable?

This can be a tricky question to answer. What one person likes might be totally off-putting to someone else.

In general, brands tend to be considered more likable when their content is empathetic and focused on helping others. When you put your customers first, there’s a greater chance that they’re going to want to work with you.

Tips for Making Marketing Content More Likable

How do you go about being more empathetic and making your brand more likable? Start by implementing these tips:

Create Customer Personas

As we mentioned earlier, not everyone is going to like everything that you do. Fortunately, you don’t need to please everyone with your marketing content. You just have to please the people who make up your target audience.

To ensure you’re creating marketing content that appeals to your target audience, create customer personas. These are characters that stand in for the types of people you’re hoping to persuade to buy your products or services. 

Get specific with these characters. Think about their age, gender, income, location, hobbies, etc. Then, create content and ask yourself along the way if these kinds of people would enjoy it. 

Use 1st and 2nd Person 

When creating marketing content, from blog posts to YouTube videos, it’s best to write and speak in the 1st and 2nd person. That means using “I” “We” and “You” instead of referring to people in more general terms “They”, “Them”, and “One”. 

When you write and speak in the 1st and 2nd person, it comes across as less formal and more familiar. Your audience will feel as though you’re talking to them rather than at them.

Choose the Right Images

Imagery is powerful. Choosing high-quality images that reflect your brand’s values and message will help to create more positive associations with your business and will get people interested in buying what you’re selling. 

When possible, try to use images of real people who are part of your team instead of being too reliant on stock images. When you use pictures of your actual team members, people feel more connected to your brand than when your content is full of generic stock photos.

Increase Your Brand’s Likability Today

By applying the principle of liking to your marketing strategy, you’ll have a much easier time connecting to your audience, building strong relationships, and growing a brand that people are stoked to support!