The Psychology of Referral: Cialdini’s 6 Weapons of Influence

What compels us to act?  What influences people to take a particular course of action?

This post will cover:

  • How successful referral marketing campaigns are rooted in psychological persuasion
  • The 6 weapons of influence that should be in every referral marketing toolkit
  • How these 6 weapons of influence help convert your referral campaign into results

Psychology of referral: what really motivates customers to refer a friend

The secret behind every successful referral is making customers feel they have more to gain than lose. In the first of this three-part series on the psychology of referral, we’ll explore this concept of social capital versus social risk and how it influences your customers' buying decisions. 


8 simple AB test experiments to boost your referral metrics

Life is full of choices. Especially at this time of year.

Wine or champagne? (Champagne obviously).

Yule log or trifle.

Ant or Dec.

Whatever floats your boat.

As marketers, we mustn't be presumptuous about what our customers might like, particularly when it comes to referral marketing. As the saying goes “one man’s meat is another man’s poison”. Thank goodness then for AB testing.


Benefit magnify their customer love with referrals

Benefit Cosmetics has grown from a single make up shop “The Face Place” in 1976 to a global cosmetics brand. Their growth has been fuelled by a love of the fun, tongue-in cheek approach to a sector which can often take itself too seriously.

With such loyal customers, referral marketing was an obvious way to harness this advocacy to drive new customer acquisition.


Case Study: Swoon worthy furniture proves highly referrable

With a mission to make homes remarkable though distinctive design, beautiful craft and fair prices, Swoon Editions have built up a loyal customer base. Keen to harness this advocacy they decided to launch a referral programme, and selected the Mention Me platform to power it. 


Learn more about how outsourcing refer-a-friend with Mention Me platform works. Request a demo

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