How Creative Entrepreneurs Can Use Persuasion to Grow Their Business

Written By Megan Fisk

The Science of Persuasion in Creative Business

When it comes to building and growing your business, the power of persuasion plays a crucial role in connecting with your audience and getting them to take action. But what if I told you that there’s science behind how people say "yes" to your requests?

The truth is, persuasion doesn’t happen randomly—it’s governed by predictable principles rooted in human psychology. For over 60 years, researchers have studied the factors that influence why people say “yes” and how we can apply these findings to improve our business practices. The fascinating part is that many of these insights are surprisingly simple and easy to apply in your creative business.

As creative entrepreneurs, we often rely on our intuition to grow our business, but the reality is that mastering a few key principles of persuasion can give us an edge in attracting more clients, building trust, and creating lasting connections. These principles don’t just apply to high-powered executives or salespeople—they can work for artists, authors, designers, and content creators like you.

In this post, we’ll break down six key principles of persuasion, as outlined in Robert Cialdini’s book Influence, and explore how you can use them to grow your creative business. By understanding and implementing these principles, you’ll be able to communicate more effectively, engage your audience, and ultimately create a thriving business that aligns with your goals.

Why Persuasion Matters in Business

You might think that people make decisions based on all the available information—carefully weighing options and evaluating every angle. But the truth is, in our fast-paced, overloaded lives, we often rely on shortcuts to guide our decisions. These shortcuts, or "rules of thumb," help us make quicker, easier decisions without needing to sift through every detail.

This is where persuasion principles come into play. By mastering these shortcuts, you can improve how you connect with potential clients and influence them to take action, whether it's purchasing your art, hiring you for a project, or sharing your work with others.

The Power of the Six Principles of Influence

In Robert Cialdini's book Influence: The Psychology of Persuasion, he identifies six universal principles that guide human behavior:

1. Reciprocity

  • The Concept: People feel compelled to give back when they receive something first.

  • How It Works for Creatives: By offering free resources or valuable content, you can build trust and encourage others to reciprocate, whether by making a purchase or supporting your work.

  • Examples for Creative Businesses:

    • Offer a free downloadable guide or sneak peek into your creative process.

    • Provide a complimentary consultation or resource that showcases your value.

    • Create goodwill with thoughtful gestures before asking for something in return.

  • Question for Reflection: How can you apply reciprocity in your creative business to create trust and goodwill?

2. Commitment & Consistency

  • The Concept: People tend to stick with their commitments and prefer consistency in their actions.

  • How It Works for Creatives: Small initial commitments can lead to bigger actions down the line.

  • Examples for Creative Businesses:

    • Encourage people to sign up for your email list as a first step.

    • Develop memberships or programs that promote regular engagement.

    • Start with small, low-risk offers to build trust before presenting larger projects.

  • Question for Reflection: How can you create commitment and consistency with your audience to build long-term relationships?

3. Social Proof

  • The Concept: Humans are influenced by others' actions and opinions.

  • How It Works for Creatives: Showing others enjoying or benefiting from your work helps build trust and encourages new clients to engage with you.

  • Examples for Creative Businesses:

    • Display client testimonials and reviews prominently on your website.

    • Share case studies that highlight the success others have had with your work.

    • Use user-generated content or social media posts to showcase happy clients.

  • Question for Reflection: What social proof strategies can help your business grow and build credibility?

4. Authority

  • The Concept: People trust experts and credible sources.

  • How It Works for Creatives: Positioning yourself as an authority in your field can build trust and increase influence.

  • Examples for Creative Businesses:

    • Publish insightful blog posts or articles to demonstrate your expertise.

    • Collaborate with well-known industry professionals to elevate your credibility.

    • Let others (e.g., clients or partners) vouch for your skills and expertise.

  • Question for Reflection: How can you position yourself as an authority in your field and gain your audience’s trust?

5. Liking

  • The Concept: We are more likely to say “yes” to people we like.

  • How It Works for Creatives: Building authentic connections with your audience can increase trust and support.

  • Examples for Creative Businesses:

    • Share behind-the-scenes content that highlights your creative process.

    • Engage with your audience on social media and in-person events.

    • Show your personality and be relatable in your marketing.

  • Question for Reflection: How can you connect with your audience authentically and build relationships that foster loyalty?

6. Scarcity

  • The Concept: We value things more when they are perceived as scarce or in limited supply.

  • How It Works for Creatives: Creating urgency can prompt your audience to act quickly.

  • Examples for Creative Businesses:

    • Offer limited-time promotions or exclusive access to new collections.

    • Highlight the limited availability of products like limited-edition prints.

    • Emphasize the uniqueness of your work to create a sense of exclusivity.

  • Question for Reflection: How can you create urgency in your business to encourage faster decisions from your audience?

Next Steps

These principles are just the beginning of how you can influence and grow your creative business. By understanding the psychology behind why people say “yes,” you can strategically apply these principles to attract clients, grow your network, and boost your income.

Megan Fisk