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Posted: Sun Jan 19, 2025 5:04 am
People prefer to act in accordance with what they have said or done before. Inconsistency is an undesirable trait. If your actions and words do not match, you are quickly seen as a turncoat. Think of Wouter Bos or other politicians who did not keep their 'read my lips' election promises. You are immediately held accountable for inconsistent behavior. Consistent behavior makes a good impression. So always keep your promises or intentions as a brand or company. Then you come across as credible.
licoriceI noticed it myself, during a small licorice test that I once performed on my wife. You should know, I am crazy about licorice. Especially in the car I suck bags of Klene, Oldtimers or Venco empty. A bad habit. Not good, I know, and unhealthy too. You know what, I said to my wife: 'I am not going to eat licorice in the car for a month. I will also send you an email in which I promise my licorice cold turkey'. My wife looked at me in disbelief. As if I had just drunk six licorice cocktails. As proof, I bought three bags that I put in the car. And of course that went wrong, the very next day, in that traffic jam at the Hoevelaken junction.
My wife called me a few days later, when she was driving and saw the almost empty pack of Boerderijdrop. She sounded scornful. I felt ashamed. And Cialdini knows that. Because that works, writing down a promise. Then you are better able to keep that agreement. And that also applies to companies. Prove your commitment, your brand promise, your brand distinction, in all your communication. Prove what you promise. Then you are more likely to be believed and you have more persuasive power. We once developed house rules for a landlord and placed them on their homepage. Not intended for the tenants, but for the landlord. 8 rules that the company had to adhere to. We wanted to write them on the facade of their building, but that was not allowed. By the aesthetics committee.
5. Consensus
Lame example. But it tells you exactly what social proof is all about. If you walk down the street and see a group of people looking up, you will do the same. If a lot of people do something, there is a chance that you will do the same. Clubs sometimes boost their the place to be image by having long lines of people waiting outside the door, while there is plenty of room inside. Everyone wants to go to that trendy club. You also come across these kinds of social proof influencing techniques online in many places. Especially in combinations of 'many went before you.' Or on Amazon.com : "People who ordered this book also bought..."
customers also bought
Social proof is based on the natural tendency of people to do what others in their 'group' do when making decisions, especially when you are in an uncertain situation. Because yes, if many others do it, then it must be okay. After all, we generally make fewer mistakes when we act in accordance with social data than when we act contrary to it. It must have something to do with fear of failure.
So show on your website how many customers have gone before others. Use testimonials, customer reviews or integrate Twitter on your homepage, but only with tweets of what others say about you. Important: provide customer stories and that people can put themselves in your customers' shoes (social proof), so tell as much about them as possible. And use photos or videos to give those customers an even more real face. You find the opinion of someone who looks like you a lot more relevant than that of others.
6. Scarcity
You want to organize a conference or event. Do you open that event to everyone or do you opt for an invite only? Or do you say, for example, that a course is almost full? That makes such an event a bit different right away. Because a special invitation, a limited number of places, that evokes feelings of rarity and specialness. Of special editions, small temporary runs and collector's items. Of things that are not accessible to everyone. And that is attractive.
Things seem more valuable to the human species the harder they are to get switzerland mobile phone number list You want to have something exclusive, you want to be there. So turn things around. Tell people what they can lose instead of keeping. Homeowners were more likely to insulate their homes when they heard how much money bad insulation cost them instead of how much they could save with insulation. Put on your webshop how many units you still have in stock. Offer a one-day deal. The smaller the supply, the greater the desire.
in stock ikea
When British Airways announced in 2003 that they would be closing the London-New York air service with their Concorde for economic reasons, sales went up dramatically the next day. People want more of things that are in short supply. So in your content, don't just talk about the benefits of your product or service, but especially tell what people don't get, what they miss out on, if they don't buy or accept your product or service.
Small tricks, big content steps
Six principles to influence people. Also within content marketing. A few textual tricks and content adjustments can already help to make big content steps. How are you going to apply them?
Photo intro: Bigstockphoto
licoriceI noticed it myself, during a small licorice test that I once performed on my wife. You should know, I am crazy about licorice. Especially in the car I suck bags of Klene, Oldtimers or Venco empty. A bad habit. Not good, I know, and unhealthy too. You know what, I said to my wife: 'I am not going to eat licorice in the car for a month. I will also send you an email in which I promise my licorice cold turkey'. My wife looked at me in disbelief. As if I had just drunk six licorice cocktails. As proof, I bought three bags that I put in the car. And of course that went wrong, the very next day, in that traffic jam at the Hoevelaken junction.
My wife called me a few days later, when she was driving and saw the almost empty pack of Boerderijdrop. She sounded scornful. I felt ashamed. And Cialdini knows that. Because that works, writing down a promise. Then you are better able to keep that agreement. And that also applies to companies. Prove your commitment, your brand promise, your brand distinction, in all your communication. Prove what you promise. Then you are more likely to be believed and you have more persuasive power. We once developed house rules for a landlord and placed them on their homepage. Not intended for the tenants, but for the landlord. 8 rules that the company had to adhere to. We wanted to write them on the facade of their building, but that was not allowed. By the aesthetics committee.
5. Consensus
Lame example. But it tells you exactly what social proof is all about. If you walk down the street and see a group of people looking up, you will do the same. If a lot of people do something, there is a chance that you will do the same. Clubs sometimes boost their the place to be image by having long lines of people waiting outside the door, while there is plenty of room inside. Everyone wants to go to that trendy club. You also come across these kinds of social proof influencing techniques online in many places. Especially in combinations of 'many went before you.' Or on Amazon.com : "People who ordered this book also bought..."
customers also bought
Social proof is based on the natural tendency of people to do what others in their 'group' do when making decisions, especially when you are in an uncertain situation. Because yes, if many others do it, then it must be okay. After all, we generally make fewer mistakes when we act in accordance with social data than when we act contrary to it. It must have something to do with fear of failure.
So show on your website how many customers have gone before others. Use testimonials, customer reviews or integrate Twitter on your homepage, but only with tweets of what others say about you. Important: provide customer stories and that people can put themselves in your customers' shoes (social proof), so tell as much about them as possible. And use photos or videos to give those customers an even more real face. You find the opinion of someone who looks like you a lot more relevant than that of others.
6. Scarcity
You want to organize a conference or event. Do you open that event to everyone or do you opt for an invite only? Or do you say, for example, that a course is almost full? That makes such an event a bit different right away. Because a special invitation, a limited number of places, that evokes feelings of rarity and specialness. Of special editions, small temporary runs and collector's items. Of things that are not accessible to everyone. And that is attractive.
Things seem more valuable to the human species the harder they are to get switzerland mobile phone number list You want to have something exclusive, you want to be there. So turn things around. Tell people what they can lose instead of keeping. Homeowners were more likely to insulate their homes when they heard how much money bad insulation cost them instead of how much they could save with insulation. Put on your webshop how many units you still have in stock. Offer a one-day deal. The smaller the supply, the greater the desire.
in stock ikea
When British Airways announced in 2003 that they would be closing the London-New York air service with their Concorde for economic reasons, sales went up dramatically the next day. People want more of things that are in short supply. So in your content, don't just talk about the benefits of your product or service, but especially tell what people don't get, what they miss out on, if they don't buy or accept your product or service.
Small tricks, big content steps
Six principles to influence people. Also within content marketing. A few textual tricks and content adjustments can already help to make big content steps. How are you going to apply them?
Photo intro: Bigstockphoto