By Roger Dooley
Imagine if you could get your customers to comply with your requests almost automatically. Sound like a marketer’s dream? Well, it’s not just a fantasy. Behavioural science shows us that certain triggers can indeed prompt people to agree or comply with minimal conscious thought.
I recently caught up with Nancy Harhut, author of Using Behavioural Science in Marketing, who shared some fascinating insights on what she calls “automatic compliance triggers.” These are simple yet powerful tools that can significantly boost the effectiveness of your marketing efforts.
The Power of “Because”
One of Harhut’s favourite triggers is the humble word “because.” She cites a classic study by Harvard psychologist Ellen Langer that demonstrates its remarkable impact. In the experiment, researchers tried to cut in line at a copy machine. When they simply asked to cut in line, about 60% of people agreed. But when they added a reason preceded by “because” – even if that reason was meaningless – compliance shot up to 94%.
What’s the takeaway for marketers? Test adding “because” to your call to action. Instead of a bland “Subscribe to our newsletter,” try “Subscribe to our newsletter because you’ll get exclusive insights that will give you an edge over your competitors.” The “because” acts as a mental shortcut, prompting your audience to nod along without fully processing what comes next. Of course, if the reason that follows “because” is compelling, that’s even better.
Charts Are Credibility Boosters
Another automatic compliance trigger Harhut mentions is the use of charts or graphs. Surprisingly, their mere presence can lend credibility to your message, even if people don’t study them closely.
Harhut shared an anecdote about a major metropolitan newspaper that saw a significant uplift in subscriptions when they included a simple chart comparing their offer to standard rates. The chart was so effective that it’s still used years later.
This aligns with what’s known as the “picture superiority effect” – our brains are wired to process and remember visual information more easily than text alone. So, next time you’re making a complex argument or presenting data, consider throwing in a chart or graph. It might just give you the credibility boost you need.
More Compliance Triggers
Beyond these examples, there are other automatic compliance triggers worth exploring. Just about any of Robert Cialdini’s Principles of Influence can be persuasive. Even if they aren’t the primary focus of an ad, their presence can influence customer behaviour. There are seven principles, not to mention dozens of cognitive biases, but here are a just a few examples of mental shortcuts marketers often use to good effect:
- Social Proof: We’re herd animals at heart. Showing that others are using your product or service can trigger an almost automatic desire to follow suit. That’s why you see phrases like “10,000+ satisfied customers” or photo testimonials from happy users.
- Scarcity: Our brains are wired to value what’s rare or dwindling in availability. “Limited time offer” or “Only 3 left in stock” can prompt quick action from your audience.
- Authority: We’re programmed to defer to authority figures. That’s why expert endorsements or industry credentials can significantly boost your message’s persuasiveness. Even a spokesperson wearing a white lab coat can imply scientific credibility.
The Ethics of Influence
It’s crucial to remember that with great power comes great responsibility. These triggers can be potent tools, and it’s up to us as marketers to use them ethically. Cialdini refers to them as “sacred shortcuts.” The goal should be to guide customers toward decisions that genuinely benefit them, not to manipulate them into choices they’ll regret.
When used correctly, automatic compliance triggers aren’t just marketing tricks – they’re ways of tapping into how our brains naturally process information and make decisions. By understanding and ethically applying these principles, you can craft more effective messages that resonate with your audience’s subconscious decision-making processes.
So, next time you’re crafting a marketing message, ask yourself: How can I incorporate these automatic compliance triggers? A well-placed “because,” a simple chart, or a touch of social proof might be all it takes to give your marketing the edge it needs.
Feature Image Credit: Getty
By Roger Dooley
Roger Dooley is a speaker and author who covers science-based business strategies. He builds on behavioural science, AI, and neuromarketing to create practical business solutions. Dooley’s books include Friction (Top 3 Management Book, strategy+business) and global bestseller Brainfluence (now in 11 languages). He is a Top 50 Global Influencer on Customer Loyalty and has been a neuromarketing authority for two decades. He hosts the Brainfluence show and a YouTube channel. Dooley co-founded College Confidential, a digital business acquired by the Daily Mail Group. Earlier, he co-founded a successful catalogue firm and directed strategy for a Fortune 1000 company. Learn more at rogerdooley.com.
