The other angle of liking is that we are drawn to people that are similar (like) us. People are always more apt to buy from someone that shares their background, economic status, taste in clothes, political views, and hobbies. We just can't help it.

This is why it is so important to create a bond with your prospects and customers, to be genuine with them, to find common ground, and to avoid any instance of dissimilarity.

Authority
Research has shown that we all have a deeply embedded drive to follow authority. We are wired to believe an authority should be believed and followed. After all, isn't that how he or she became an authority, by knowing more about the subject than everyone else?

Here's how to put this trigger of buying behavior to use: establish yourself as THE authority in your market. You can do this through press releases, your website, and public speaking. Frame your advertising campaigns to promote you as the person people historically have turned to when they needed help with your specialty.

In the case of authority, perception is everything. If your prospects believe you are an authority, they will buy from you.