Cheatsheet for influence
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Transcript of Cheatsheet for influence
ABOUTHarvard Business Review lists Dr. Robert Cialdini’s research in “Breakthrough Ideas for Today’s Business Agenda.” New York Times, Wall Street Journal, and USA Today Best-Selling author.
Fortune Magazine lists Influence in their “75 Smartest Business Books.”
CEO Read lists Influence in their “100 Best Business Books of All Time.”Robert Cialdini
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Our ancestors shared food and skills in an honored network of divided labor and obligation. Because of this, today there is still a general distaste for those who take and make no effort to give in return.
RECIPROCITY
For Sales & Marketing:• Give away free samples• Provide value before asking for the sale• Provide a free trial version
RECIPROCITY
The need to keep thoughts and beliefs consistent with what we have already done or decided. The more effort put into the commitment, the stronger the follow-through.
COMMITMENT & CONSISTENCY
People don’t trust those whose words, beliefs, and deeds don’t match. As a result, people worry about seeming indecisive, confused, two-faced or crazy if they don’t behave in a consistent manner.
COMMITMENT & CONSISTENCY
For Sales & Marketing:
Begin with low-risk, low-effort ways for prospects to commit over time before asking for the big sale.
COMMITMENT & CONSISTENCY
For Sales & Marketing:
Provide opportunities for the prospect to see themselves as the type of person who uses your products or services.
COMMITMENT & CONSISTENCY
For Sales & Marketing:
Get written commitments, especially on a public platform.
COMMITMENT & CONSISTENCY
We use others’ behaviors and beliefs to help us determine what is correct and good. The more people that are taking an action or that hold a belief, the more we believe that action or belief to be correct. Especially powerful when we view the group members as similar to ourselves, and there is an element of uncertainty.
SOCIAL PROOF
Social Proof is a shortcut to making an informed decision. Generally, the way most people do something is the correct way. It is also a form of social security, in that going with the masses tends to be more safe, as we have learned to depend on society to keep us alive and well.
SOCIAL PROOF
For Sales & Marketing:
Encourage user-generated content development, especially by those who resemble your high value markets.
SOCIAL PROOF
For Sales & Marketing:
Depict users similar to your target markets and positively connect the product experience.
SOCIAL PROOF
We prefer to say yes to requests of people we know and like. The stronger the social bond, the more likely the preference for what you are selling. Likeability is generated by physical attractiveness, being similar to the target, authentic compliments, familiarity, and cooperation towards a common goal.
LIKING
People like people who make them feel good about themselves. Feeling good can be generated by positive attention, positive reinforcement, and an increased sense of accomplishment.
LIKING
For Sales & Marketing:• Create a referral program• Create an influencer marketing plan• Gamify experiences with frequent rewards and/or opportunities to compete
LIKING
Humans have extreme willingness to follow the command of an authority. Legitimate authority encourages people not to think, and to instead react. Titles, clothes, and other signifiers of status are used as signals to inspire action.
AUTHORITY
Social organization requires trusted authorities in order to develop stable complex systems. Without social control and adherence to rules, institutions and organizations cannot operate or expand. People rely on authorities to keep things running.
AUTHORITY
For Sales & Marketing:
• Target influencers in highly regarded authority positions• Develop a reputation for leadership in your niche• Make credentials and achievements obvious in your sales and marketing collateral
If something is rare, or becoming rare, it is more valuable. Intensity of desire grows as acquisition becomes more difficult.
SCARCITY
SCARCITY
It works because of loss aversion: People are more motivated by the thought of losing something than by the thought of gaining something.
For Sales & Marketing:• Begin with abundance, then drop to scarcity• Emphasize high demand for limited access• Position as luxury, rare, one-of-a-kind, banned, or exclusive
SCARCITY
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