Marketing Strategies and Behavioral Influence
Marketing Strategies and Behavioral Influence
Marketing is sometimes looked upon as demonic and manipulative although when utilized by a social entrepreneur who is offering value in a win win scenario it can generate positive life saving outcomes for the buyer or consumer e.g. telephone service, fire extinguishers, organic foods, etc. In the wrong hands it ignites a maelstrom of negative images about what marketing is all about.. that should demonstrate how powerful marketing is if people come to fear it.
I'd like to share with you some techniques, six powerful principles of persuasion, used in marketing that actually work. It has been studied and documented by Dr. Robert Cialdini.
1. Reciprocation
2. Consistency and Commitment
3. Social Proof
4. Authority
5. Liking (the person who is trying to influence us)
6. Scarcity
Descriptions
1. Reciprocation
When someone gives a person something, the other person will feel the need to comply with that person. That is why companies give out free samples or gifts. Picture walking through an airport and a hare krishna comes up hands you a flower as a gift. You hesitate for a moment, and then accept it. Then you are asked for a donation to their cause. You want to leave, you don't want to pay, you don't believe in the cause. Yet, what you do? You make a donation and leave. You have just been trapped in the normal human compulsion to reciprocate one kindness with another.
2. Commitment/Consistency
People will be more prone to move in a particular direction if they see it as being consistent with their previous commitment. When you have to criticise someone, say at work, how often do you say something like 'I think you're great but this is not good enough' This actually causes the person to lose respect for you, because the compliment followed by the word but, is an obvious manipulation and not sincere or believable, but designed to make the other person accept your criticism.
However, if you do not the use the word but at all, and start with the negative and then say... and yet you have all these great qualities such as....the person will actually be more likely to accept the criticism and like you, and respect you.
3. Authority
People are more willing to follow the directions or recommendations of a communicator to whom they attribute relevant authority or expertise. For example, people in business suits and uniforms are seen as more credible than people in causal dress. And people are more willing to comply with an authority figure.
4. Social Validation
People have a tendency to take an action if there is evidence that many others are doing it. For example, more people prefer Brand A than the other leading brand.
5. Scarcity
People find objects and opportunities more attractive to the degree that they are scarce, rare, or dwindling in availability.
6. Liking/Friendship
People prefer to say yes to those they know and like.
Television shows use canned laughter, bar-people "salt" their tip jars at the start of a shift, evangelical preachers have been known to seed their audiences with "ringers" who are programmed to come forward and commit at the right moment, and auctions at fund raisers have %u2018plants' who either start the bidding process or up the ante during the bidding process.
As you see these seem like common sense marketing issues although we fail to recognize people spend all day in auto pilot and don't recognize when there are more subtle marketing techniques of influence being applied. To ensure sustained backend business and loyalty it is important to recognize some of these techniques are antiquated and noticed from miles away.
The techniques used in marketing and persuasion are not ethically bad nor good, that is the domain of the person creating the strategy and how it will be used. The strategies of influence are just what they are. We use these techniques with our kids when we need them to do something, we use them with colleagues when we have something they need to participate in, and they are even used in the dating game. Whatever way you view the use of marketing strategies and techniques it is all about psychology and as long as humans think and have patterns of behavior marketing will be a key mechanism to opening up gateways of communication and influence.
Marketing Strategies and Behavioral Influence - To learn more about this author, visit Carson Tang's Website.
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We develop and produce experiential marketing events nationwide. It is amazing how the human mind works and how we are predisposed to long ingrained behaviors, habits and beliefs. Part of marketing is introducing a product, service or brand to an individual to foster top of mind experiences while stimulating a call to action.
Marketing is sometimes looked upon as demonic and manipulative although when utilized by a social entrepreneur who is offering value in a win win scenario it can generate positive life saving outcomes for the buyer or consumer e.g. telephone service, fire extinguishers, organic foods, etc. In the wrong hands it ignites a maelstrom of negative images about what marketing is all about.. that should demonstrate how powerful marketing is if people come to fear it.
I'd like to share with you some techniques, six powerful principles of persuasion, used in marketing that actually work. It has been studied and documented by Dr. Robert Cialdini.
1. Reciprocation
2. Consistency and Commitment
3. Social Proof
4. Authority
5. Liking (the person who is trying to influence us)
6. Scarcity
Descriptions
1. Reciprocation
When someone gives a person something, the other person will feel the need to comply with that person. That is why companies give out free samples or gifts. Picture walking through an airport and a hare krishna comes up hands you a flower as a gift. You hesitate for a moment, and then accept it. Then you are asked for a donation to their cause. You want to leave, you don't want to pay, you don't believe in the cause. Yet, what you do? You make a donation and leave. You have just been trapped in the normal human compulsion to reciprocate one kindness with another.
2. Commitment/Consistency
People will be more prone to move in a particular direction if they see it as being consistent with their previous commitment. When you have to criticise someone, say at work, how often do you say something like 'I think you're great but this is not good enough' This actually causes the person to lose respect for you, because the compliment followed by the word but, is an obvious manipulation and not sincere or believable, but designed to make the other person accept your criticism.
However, if you do not the use the word but at all, and start with the negative and then say... and yet you have all these great qualities such as....the person will actually be more likely to accept the criticism and like you, and respect you.
3. Authority
People are more willing to follow the directions or recommendations of a communicator to whom they attribute relevant authority or expertise. For example, people in business suits and uniforms are seen as more credible than people in causal dress. And people are more willing to comply with an authority figure.
4. Social Validation
People have a tendency to take an action if there is evidence that many others are doing it. For example, more people prefer Brand A than the other leading brand.
5. Scarcity
People find objects and opportunities more attractive to the degree that they are scarce, rare, or dwindling in availability.
6. Liking/Friendship
People prefer to say yes to those they know and like.
Television shows use canned laughter, bar-people "salt" their tip jars at the start of a shift, evangelical preachers have been known to seed their audiences with "ringers" who are programmed to come forward and commit at the right moment, and auctions at fund raisers have %u2018plants' who either start the bidding process or up the ante during the bidding process.
As you see these seem like common sense marketing issues although we fail to recognize people spend all day in auto pilot and don't recognize when there are more subtle marketing techniques of influence being applied. To ensure sustained backend business and loyalty it is important to recognize some of these techniques are antiquated and noticed from miles away.
The techniques used in marketing and persuasion are not ethically bad nor good, that is the domain of the person creating the strategy and how it will be used. The strategies of influence are just what they are. We use these techniques with our kids when we need them to do something, we use them with colleagues when we have something they need to participate in, and they are even used in the dating game. Whatever way you view the use of marketing strategies and techniques it is all about psychology and as long as humans think and have patterns of behavior marketing will be a key mechanism to opening up gateways of communication and influence.
Marketing Strategies and Behavioral Influence - To learn more about this author, visit Carson Tang's Website.
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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