Part 2: Scarcity and the Art of Persuasion

What is it about great content marketing that makes it so persuasive? What’s the difference between the content that truly resonates with prospects and helps motivate them to become customers, and all the rest that they simply ignore?

Robert Cialdini’s classic book, Influence: The Psychology of Persuasion, details the unconscious motivators — reciprocity, scarcity, authority, consistency, liking, and consensus — that drive human behavior, including why we respond to (or ignore) marketing.

In part 1, we explored how the principle of reciprocity can help make your content marketing more persuasive. This video will look at how understanding the principle of scarcity can also increase the effectiveness of your content marketing.


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