The Laws of Persuasion in Action
Robert Cialdini's Laws of Persuasion in Action.
Every business owner wants to know what their customers are thinking when looking at their store or products. Cialdini provides a nice summary of how customers think and what actions your business can take to react to these thoughts.
ReciprocityYour giving to me makes me really want to give back to you - I feel indebted to you, and quite franklu it creates a little discomfort. I owe you now and I want to even things. Call it "closed-loop" karma if you wish. |
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ScarecityPeople hate to miss out, sometimes even if it's something they don't like! We have an innate instinct to hoard - it's an evolution thing - and as a result we become extremely uncomfortable when we're made aware of opportunities that are limited in number or for a limited duration. |
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LikabilityWe want to do nice things for people we like. We're also more likely to trust and listen to them.So whome do we tend to like? 1) People we have lots in common with. 2) Poeple who love to tell us how great and good looking we are! (We can't get enough Praise) |
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AuthorityPeople wearing nice suits, Police officers, firefighters, Doctors. We become Zombies in the presence of such authority figures in their domains of expertise. "I'll do whatever you say..." <drool> |
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Social ProofThey seem to nlike it, there must be something good about it. AKA, "The bandwagon effect", "Wisdom of the crowds". |
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Consistency / CommitmentMy current actions must align with my prior actions and commitments. Contradictory behaviour makes me very uneasy. |
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ContrastWe always evaluate our situation using some type type of reference point - whether we're evaluating the "goodness" of our incomes, spouses, children, education, etc.Marketers and salespeople often engineer reference points for you within certain purchase settings. E.g. when you're buying a new car, the salesperson wants you to think bout the $1k "option" to install heated tush warmers relative to the $40k you're already spending on the car and not the 3% inerest you'd earn by instead putting the $1k into your savings account. |
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