The psychology of referral: part 1

The psychology of referral part one


Awful things, really. They keep you up at night worrying about trivia then, when you really need them – like when you’re trying to remember where you left your keys – they’re like: “Nah, man. Not my problem.”

We’re all basically at the mercy of some 45-ounce blobs of grey goo which ride around in our heads for free. So, if nothing else, it pays to know how the blasted things work.

Enter psychology: the scientific study of our brains and the way they make us behave. Psychology’s like a guide-book, showing us how to navigate the mental trail. And the best bit is, if you’ve got that guide-book you can lead other people wherever you want them to go.

That might sound cynical, but it’s something we all do every day. We smile to get people to like us. We slide great, big requests in among a series of tiny, little asks. We do all kinds of sneaky things with our body language to make people fancy us, or fear us, or – if we’re really pushing our luck – both. And none of those things are an accident: there are established psychological principles behind each of them, and thousands more besides.

So, how can we use psychology to boost the success of refer-a-friend programmes? How can we get more existing customers sharing, and more of their friends shopping? Well, over this three-part, practical guide, we’ll explain exactly how – using several fascinating psychological principles and some of Buyapowa’s favourite clients, including the likes of Gap, boohoo and BT, as examples.

Brain switched on and ready? Okay, then. Let’s go…

Enjoyed Part One? Check out Part Two, and Part Three.

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