How to Persuade with Power (and Data)

Did You Know? The 1951 Asch Conformity Studies found that 75% of study participants went along with a group’s incorrect response at least once despite participants knowing the correct response 98% of the time. Ah, the power of conformity. (Source)

We’ve had two data-heavy topics to start the week, so let’s take it easy today and continue with a miniseries we began last Friday.

Persuading people who don’t simply “trust the data.”

This miniseries is inspired by a prompt from one of our fellow data nerds, Morgan.

There’s more to Morgan’s question than merely convincing clients (or bosses, or coworkers, or whomever) to “trust the data.”

Friday’s first pass at this topic addressed potentially problematic interpersonal and communication dynamics—because, let’s face it, not everyone is as Data Dope^TM as you 😎 —by talking about social styles and communication. After all, only 19% of marketers feel like they have a high degree of data literacy.

But perhaps in Morgan’s case, their client does trust the data and does have a high degree of data literacy, but something else is stopping them.

• Maybe they’re wary of investing in a new strategy with a limited budget.

• Maybe they’re afraid of getting blamed if the hands-off, algorithmic approach doesn’t work out.

Or maybe they’re just chicken! 🐔

In these instances, what can Morgan do to continue making progress toward a strategy they’re confident is in their client’s best interests?

6 ways to nudge hesitant clients, bosses, coworkers, argumentative family members, and maybe even a few heavily-entrenched conspiracy theorists toward your preferred approach

Here are some ways Morgan can keep chipping away at their client’s hesitancy.

1. Educate to convert

One study found that consumers are 131% more likely to buy from a brand immediately after they consume educational content. Another study found that 68% of customers use products more frequently after receiving training with 56% reporting they actually used more features.

While not directly related to convincing others to adopt your preferred approach (or at least give it a chance), those statistics clearly do show the potentially significant benefits of providing education around the product, idea, or strategy you’re promoting.

In Morgan’s specific situation, their client may be nervous about impacts to brand perception, so education around brand safety controls available within Google Ads might help put them at ease and give them the strength to put their faith in the hands of a professional.

2. Provide great customer service

86% of customers will pay more for a great customer experience with a separate study putting “how much more” at 17%.

Like the “educate to convert” suggestion above, these are more indirect statistics, but they absolutely show the benefits of building goodwill and earning trust with people you’re trying to persuade.

3. Provide case studies, testimonials, and other forms of social proof

Not exactly a groundbreaking suggestion here but worth including nonetheless.

Case studies, testimonials, and other forms of social proof remove much of a buyer’s uncertainty by demonstrating the quantified potential benefit of your recommendation.

Research by Content Marketing Institute showed that 36% of B2B marketers consider case studies to be an effective conversion tool. That makes sense, because a Vantage Point survey found that 80% of B2B buyers reference case studies as part of their buying research with 42% of customers in the mid and late buying stages reporting they find case studies to be valuable.

As for testimonials and social proof, VWO reported that one of their clients increased conversion rates by 34% simply by adding three measly, one-line testimonials to their sales page.

4. Leverage FOMO and the power of conformity

FOMO, more scientifically called “loss aversion,” can be a powerful motivator with one study estimating that FOMO drives 60% of millennials to make reactive purchases. While not a B2B-specific data point, consider that older millennials now are in their early-40s 😭 and well-positioned to be powerful decision makers in business environments.

One of my absolute favorite data points of all time comes from the 1951 Asch Conformity Studies, which found that 75% of study participants went along with a group’s incorrect response at least once despite participants knowing the correct response 98% of the time. This study always blows my mind. You can read about it on page 2 of this paper.

In Morgan’s case, 80% of Google advertisers are using automated bidding strategies. Cut to Morgan in their next client strategy meeting:

5. Start small

Minimize the perceived (or real) risk to your client or coworker by starting small. Allocate a small percentage of the budget to this new strategy, evaluate the results, and decide how to proceed from there.

6. Be transparent about expectations

Algorithmic bidding strategies usually have a warm-up or calibration period where performance dips before improving as the campaign gets more data and retargets effectively. Set that expectation—or whatever expectation is relevant to your specific situation—right from the start.

Do you find any of these strategies to be effective or ineffective? Are there any other approaches you like to use? Reply to this email to let me know!

Everyone say, “Hi!” to Chris C 👋

Question: If you could make any rule for one day and everyone had to follow it, what would it be?

Chris C’s Answer: “My rule-All communication (conversations, emails, texts or anything else) must conform to Shakespearean standards.“

ChatGPT-Generated Joke of the Day 🤣

What do you call a bear with no teeth?

A gummy bear!

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