1. Reciprocity
Definition: The tendency to "return the favor" when you're given something.
Example: Restaurant customers tip more when given a mint or two at the end of the meal.
Bonus Nugget: This works even if you don't particularly like the gift.
2. Scarcity
Definition: The tendency to want something more when it’s in low supply.
Example: A sale that only lasts one weekend.
Bonus Nugget: 99% of the scarcity used in marketing is fake.
Definition: The tendency to want something more when it’s in low supply.
Example: A sale that only lasts one weekend.
Bonus Nugget: 99% of the scarcity used in marketing is fake.
3. Authority
Definition: The tendency to be persuaded by authoritative figures.
Example: Celebrities fitness instructors endorsing fitness products.
Bonus Nugget: Many sales organizations have every employee claiming to be a "vice president" or some other high ranking.
Definition: The tendency to be persuaded by authoritative figures.
Example: Celebrities fitness instructors endorsing fitness products.
Bonus Nugget: Many sales organizations have every employee claiming to be a "vice president" or some other high ranking.
4. Consistency
Definition: The tendency to act in a way that is consistent with how you've acted in the past.
Example: Charities asking you if you want to help whoever they help before asking for a donation.
Bonus Nugget: Writing pledges down works better than just speaking.
Definition: The tendency to act in a way that is consistent with how you've acted in the past.
Example: Charities asking you if you want to help whoever they help before asking for a donation.
Bonus Nugget: Writing pledges down works better than just speaking.
5. Liking
Definition: The tendency to be persuaded by people and organizations that you like.
Example: A business whose founder is active and likable on social media.
Bonus Nugget: This is such a powerful force that it can overcome having a mediocre product.
Definition: The tendency to be persuaded by people and organizations that you like.
Example: A business whose founder is active and likable on social media.
Bonus Nugget: This is such a powerful force that it can overcome having a mediocre product.
6. Consensus
Definition: The tendency to be persuaded by group consensus.
Example: Toothpaste companies claiming that 5 out of 6 dentists recommend their product (that's a bit of authority too).
Bonus Nugget: Highlighting good reviews is a common way to use this.
Definition: The tendency to be persuaded by group consensus.
Example: Toothpaste companies claiming that 5 out of 6 dentists recommend their product (that's a bit of authority too).
Bonus Nugget: Highlighting good reviews is a common way to use this.
Some closing notes:
1. These all come from Influence, a book by Robert Cialdini
2. That book is a classic, and it's definitely worth checking out
1. These all come from Influence, a book by Robert Cialdini
2. That book is a classic, and it's definitely worth checking out
No comments:
Post a Comment
All the postings of mine in this whole forum can be the same with anyone in the world of the internet. Am just doing a favor for our forum users to avoid searching everywhere. I am trying to give all interesting informations about Finance, Culture, Herbals, Ayurveda, phycology, Sales, Marketing, Communication, Mythology, Quotations, etc. Plz mail me your requirement - amit.knp@rediffmail.com