We might not all be sales oriented, but all of us would have to persuade someone at a point. Based on the book by Robert Cialdini, here are the 6 rules of influencing others (and how you can avoid being influenced).
Influence: the Psychology of Persuasion (Cialdini)Hugo Guyader
Lecturing on Cialdini's Influence book to Master students for a course in Advanced Consumer Marketing at Linköping University, Sweden.
Cialdini (2016) - "Pre-Suasion": http://www.slideshare.net/guyaderhugo/presuasion-a-revolutionary-way-to-influence-and-persuade
This presentation is inspired by famous book by Robert Cialdini "Influence: The Psychology of Persuasion" and will be useful to those who would like to get acquainted with popular weapons of influence or just broaden own outlook. It recalls real life cases mentioned in the book as well as similar situations that are fully IT-related and based on my own experience and observation.
Design by Yarko Filevych (http://www.filevych.com/)
The MTL Professional Development Programme is a collection of 202 PowerPoint presentations that will provide you with step-by-step summaries of a key management or personal development skill. This presentation is on "Influencing Skills" and will show you how to use influencing skills at work.
These are the slides from a presentation given on 10/5/14 for ELTAU, looking at persuasive language and techniques which can be used across a number of industries, including language training and communication services.
Conversion optimization is really about influence. You are influencing people to convert. You are understanding how the mind works. In order to become better at CRO you need to learn from the master of influence and psychology, Robert Cialdini.
How to Apply Cialdini’s Six Principles of Influence to Your Website (http://www.jeremysaid.com/how-to-apply-cialdinis-six-principles-of-influence-for-cro/)
Influence: the Psychology of Persuasion (Cialdini)Hugo Guyader
Lecturing on Cialdini's Influence book to Master students for a course in Advanced Consumer Marketing at Linköping University, Sweden.
Cialdini (2016) - "Pre-Suasion": http://www.slideshare.net/guyaderhugo/presuasion-a-revolutionary-way-to-influence-and-persuade
This presentation is inspired by famous book by Robert Cialdini "Influence: The Psychology of Persuasion" and will be useful to those who would like to get acquainted with popular weapons of influence or just broaden own outlook. It recalls real life cases mentioned in the book as well as similar situations that are fully IT-related and based on my own experience and observation.
Design by Yarko Filevych (http://www.filevych.com/)
The MTL Professional Development Programme is a collection of 202 PowerPoint presentations that will provide you with step-by-step summaries of a key management or personal development skill. This presentation is on "Influencing Skills" and will show you how to use influencing skills at work.
These are the slides from a presentation given on 10/5/14 for ELTAU, looking at persuasive language and techniques which can be used across a number of industries, including language training and communication services.
Conversion optimization is really about influence. You are influencing people to convert. You are understanding how the mind works. In order to become better at CRO you need to learn from the master of influence and psychology, Robert Cialdini.
How to Apply Cialdini’s Six Principles of Influence to Your Website (http://www.jeremysaid.com/how-to-apply-cialdinis-six-principles-of-influence-for-cro/)
Robert Cialdini: The Science of Persuasion in Less Than 10 SlidesWilly Braun
A scientific paper summarized in less than 10 slides.
The 6 principles of winning friend and influencing people from Robert B. Cialdini's paper: Harnessing the Science of Persuasion (2011)
Bonus: full paper and recommended readings.
Ability to influence 360 degrees, is one of the most relevant abilities for the new gen professional. With the world swarmed with information and opinions from all around the power to influence and sell your point is of paramount value.
These are the slides from a workshop I am running, it definitely doesn't quite translate to self paced online, but you get an idea of some of the stuff. Please provide comments if you have any feedback!
This is a training session/knowledge mashup that I put together after watching a stanford breakfast series video on persuasion. Also my first attempt of a slidecast.
The Speed of Trust by Stephen M R Covey & Rebecca R MerrillSunilraj1968
Stephen M R Covey uncovers the power of trust in his book, The Speed of Trust. This book articulates the importance of trust in the key leadership competency of the new global economy. It guides a way to establish trust on every level, build character and competence, enhance credibility and create leadership that inspires confidence.
THE SIX PRINCIPLES OF PERSUASION:
The six scientifically validated principles of persuasion, provide for small, practical and often cost less changes that can lead to big differences in our ability to influence and persuade others in an entirely ethical way. These six principles were given by Robert Cialdini who published the book “Influence: The Psychology of Persuasion”. Cialdini has identified these core principles that affect the decision making short cuts, particularly in relation to purchasing and consumption decisions. They are Reciprocity, Scarcity, Authority, Consistency, Liking, Consensus (or social proof).
Results, conclusions and recommendations from the Value Selling Survey 2015 - Research conducted in Germany, Switzerland, Benelux by Mercuri International and St Gallen University , based on survey of 278 B2B Companies.
Robert cialdini's influence- the psychology of persuasionThomas Wooldridge
Learn the six principles of influence. Cialdini also calls them Weapons of influence. Influencing people was thought as a rare art form but Cialdini breaks it down and teaches everyday people the six strategies to effectively get people to do what you want.
Video: http://bit.ly/fol-fdbk
Feedback is commonly perceived as something that everyone is able to do – who doesn’t have an opinion? However, it’s also very easy to give bad feedback: we all know it when we are on the receiving end. This gets more and more evident when the team grows from two people to a whole company.
Feedback thus becomes a critical skill that can be learned, improved, and mastered. Good feedback skills can improve the quality of the teamwork and the result by a large margin, while bad feedback can grind any team to a halt with confusion if not worse.
This talk will give insights, challenge myths, and provide practical ideas. How can we improve ourselves? How can we plan good feedback in groups?
Dealing with difficult conversations at work Richard Riche
Difficult conversations can be challenging in the workplace and can lead to conflict if handled poorly. Tips on how to prepare for these conversations, get the right mindset and build an Engaged workforce using Emotional Intelligence and the Neuroscience of the brain.
If you want to take your influencing skills to the next level, email me:
alanbarker830@btinternet.com
This set of slides summarizes my approach to influencing skills as a trainer and coach. Sources of the main ideas are given.
[Eng] The use of consumer insight in Advertising: from classic Advertising to...giulio bonini
This is the English version of my thesis in Advertising.
I point out the role of consumer research in creating advertising and marketing communication.
I give a definition of consumer insight, its 4 properties and applications in many media.
Robert Cialdini: The Science of Persuasion in Less Than 10 SlidesWilly Braun
A scientific paper summarized in less than 10 slides.
The 6 principles of winning friend and influencing people from Robert B. Cialdini's paper: Harnessing the Science of Persuasion (2011)
Bonus: full paper and recommended readings.
Ability to influence 360 degrees, is one of the most relevant abilities for the new gen professional. With the world swarmed with information and opinions from all around the power to influence and sell your point is of paramount value.
These are the slides from a workshop I am running, it definitely doesn't quite translate to self paced online, but you get an idea of some of the stuff. Please provide comments if you have any feedback!
This is a training session/knowledge mashup that I put together after watching a stanford breakfast series video on persuasion. Also my first attempt of a slidecast.
The Speed of Trust by Stephen M R Covey & Rebecca R MerrillSunilraj1968
Stephen M R Covey uncovers the power of trust in his book, The Speed of Trust. This book articulates the importance of trust in the key leadership competency of the new global economy. It guides a way to establish trust on every level, build character and competence, enhance credibility and create leadership that inspires confidence.
THE SIX PRINCIPLES OF PERSUASION:
The six scientifically validated principles of persuasion, provide for small, practical and often cost less changes that can lead to big differences in our ability to influence and persuade others in an entirely ethical way. These six principles were given by Robert Cialdini who published the book “Influence: The Psychology of Persuasion”. Cialdini has identified these core principles that affect the decision making short cuts, particularly in relation to purchasing and consumption decisions. They are Reciprocity, Scarcity, Authority, Consistency, Liking, Consensus (or social proof).
Results, conclusions and recommendations from the Value Selling Survey 2015 - Research conducted in Germany, Switzerland, Benelux by Mercuri International and St Gallen University , based on survey of 278 B2B Companies.
Robert cialdini's influence- the psychology of persuasionThomas Wooldridge
Learn the six principles of influence. Cialdini also calls them Weapons of influence. Influencing people was thought as a rare art form but Cialdini breaks it down and teaches everyday people the six strategies to effectively get people to do what you want.
Video: http://bit.ly/fol-fdbk
Feedback is commonly perceived as something that everyone is able to do – who doesn’t have an opinion? However, it’s also very easy to give bad feedback: we all know it when we are on the receiving end. This gets more and more evident when the team grows from two people to a whole company.
Feedback thus becomes a critical skill that can be learned, improved, and mastered. Good feedback skills can improve the quality of the teamwork and the result by a large margin, while bad feedback can grind any team to a halt with confusion if not worse.
This talk will give insights, challenge myths, and provide practical ideas. How can we improve ourselves? How can we plan good feedback in groups?
Dealing with difficult conversations at work Richard Riche
Difficult conversations can be challenging in the workplace and can lead to conflict if handled poorly. Tips on how to prepare for these conversations, get the right mindset and build an Engaged workforce using Emotional Intelligence and the Neuroscience of the brain.
If you want to take your influencing skills to the next level, email me:
alanbarker830@btinternet.com
This set of slides summarizes my approach to influencing skills as a trainer and coach. Sources of the main ideas are given.
[Eng] The use of consumer insight in Advertising: from classic Advertising to...giulio bonini
This is the English version of my thesis in Advertising.
I point out the role of consumer research in creating advertising and marketing communication.
I give a definition of consumer insight, its 4 properties and applications in many media.
An adapted version of my presentation to the Design for Persuasion conference in Brussels, Oct 2009. This version was presented to the London IA event Nov 2009.
A short presentation about the 6 principles of persuasion by Robert Cialdini and a little bit about the future of persuasion (persuasion profiling & behavioral targeting).
Discover why you MUST reinvent yourself and how you can re-create your brand, your career and your business in 8 steps based on Josh Linkner's book, "Road to Reinvention".
Captivate and inspire your audience with your ideas, improve your career prospects and ultimately live a better life by learning how to communicate/present like an expert.
"Good is the Enemy of Great."
A discussion inspired by Voltaire on how managers and leaders can inspire typical office workers to consistently overachieve, over delivery and have fun at the same time.
Give and Take - Why helping others drives your success Yee Pam
For generations, we have focused on the individual drivers of success: passion, hard work, talent, and luck. But in today’s dramatically reconfigured world, success is increasingly dependent on how we interact with others. In Give and Take, Adam Grant, an award-winning researcher and Wharton’s highest-rated professor, examines the surprising forces that shape why some people rise to the top of the success ladder while others sink to the bottom. Praised by social
Pre-Suasion: A Revolutionary Way to Influence and PersuadeHugo Guyader
Slides from the "Advanced Consumer Marketing" course at Linköping University, Sweden.
Robert Cialdini wrote "Pre-Suasion" this 2016. I have already used his previous book "Influence" in a Marketing course on Consumer Behavior for Master's students (http://www.slideshare.net/guyaderhugo/influence-54642692), and this is a series of slides on his new book.
This concept of Pre-Suasion is to create opportunities to persuade. By introducing a sympathetic a concept or idea, before recipients encounter the actual message, in that created Privileged Moment, they already associate positively what comes next.
“Never leave anything to chance.”
Emilian Vasi from Mindvalley shares his digital marketing experience at #dmm360
Remarketing is commonly understood as a method of refining and attracting your targeted audience, which eventually leads to a sale transaction at the end of the process. When done right, remarketing should be about “gently reminding” previous site visitors of their interest in your product/service, and “gently nudge” them towards your call-to-action.
This presentation is based on L.David Marquet's book, "Turn the Ship Around", a semi-autobiography on how he managed a crew of 135 men in a $2 billion nuclear submarine.
Empowering your staff to become an elite in their career path can be an almost impossible process - quite akin to leading a horse to water. Marquet details the four elements of what it takes to truly and permanently guide your team mates into transforming their outlook on work in a very meaningful, effective way.
Channeling Cialdini - Using Persuasive Messaging to Increase Add to Cart (Con...Phillip Klien
Behavioral psychology and stimulating the "lizard brain" is emerging as one of the hottest topics in conversion optimization. This deck presents the case study of an über-optimized web site with over $200 million in sales, and how it used persuasive messaging to drive a statistically significant increase on their click-to-cart KPI.
Using Robert Cialdini's six weapons of influence as the foundation of their strategy, this consumer goods e-commerce powerhouse (that had already maxed-out the traditional conversion rate optimization strategies) moved the needle by tapping into the subconscious mind of its visitors. Learn how these principles work, and what you can do to leverage them in your messaging for dramatic results.
Methods of persuasion, the Six Key PrinciplesPrakhar Gupta
This presentation is based on Robert Cialdini's book, 'Influence-The Psychology of Persuasion'. Cialdini's theory of influence is based on the principles of reciprocity, commitment and consistency, social proof, authority, liking, and scarcity.
Six key principles of influence.
1. Reciprocity – People tend to return a favor, thus the pervasiveness of free samples in marketing. In his conferences, he often uses the example of Ethiopia providing thousands of dollars in humanitarian aid to Mexico just after the 1985 earthquake, despite Ethiopia suffering from a crippling famine and civil war at the time. Ethiopia had been reciprocating for the diplomatic support Mexico provided when Italy invaded Ethiopia in 1935. The good cop/bad cop strategy is also based on this principle.
2. Commitment and Consistency – If people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment because of establishing that idea or goal as being congruent with their self-image. Even if the original incentive or motivation is removed after they have already agreed, they will continue to honor the agreement. Cialdini notes Chinese brainwashing on American prisoners of war to rewrite their self-image and gain automatic unenforced compliance. See cognitive dissonance.
3. Social Proof – People will do things that they see other people are doing. For example, in one experiment, one or more confederates would look up into the sky; bystanders would then look up into the sky to see what they were seeing. At one point this experiment aborted, as so many people were looking up that they stopped traffic. See conformity, and the Asch conformity experiments.
4. Authority – People will tend to obey authority figures, even if they are asked to perform objectionable acts. Cialdini cites incidents such as the Milgram experiments in the early 1960s and the My Lai massacre.
5. Liking – People are easily persuaded by other people that they like. Cialdini cites the marketing of Tupperware in what might now be called viral marketing. People were more likely to buy if they liked the person selling it to them. Some of the many biases favoring more attractive people are discussed. See physical attractiveness stereotype.
6. Scarcity – Perceived scarcity will generate demand. For example, saying offers are available for a "limited time only" encourages sales.
The science of influence 2013 - Selling InteractionsAnderson Hirst
A summary of insights to help you to apply science to influence for effective sales meeting. This white paper will provide you with 12 big ideas to stimulate your thoughts about managing customer interactions differently and we provide practical tips on how to apply this in sales in everyday situations.
Y&R Study Results: Secrets and lies sept 19Leonard Murphy
Are some iconic brands actually less popular than we think?
According to a new study from Y&R, the answer may well be yes. The study measured traditional brand ratings using a survey -- but it added a twist by also measuring emotional response on an unconscious level using a technique called Implicit Association. Featured in Malcolm Gladwell’s book Blink, this technique has been used in academia to uncovered hidden biases like racism.
The major finding: In the USA, brands like Google and Apple– while popular on a stated basis – are less well liked unconsciously. Other brands like Exxon, The National Inquirer and Facebook are actually liked more than consumers readily admit.
Y&R partnered with noted psychologist Dr. Joel Weinberger of Adelphi University, an expert in unconscious motivation, to design and analyze the results of this study.
the power point presentation establishes an interesting connection between the psychological theories and how it can be used in marketing to earn profit.
Three business basics to always remember! People don't care about your brand. They care about what you can do for them. Back to basics... Give people what they want, do it consistently and do it better than your competition.
SEOshop Connect - Get behind your data door WebpowerLightspeed
De presentatie van Webpower zoals gebruikt tijdens de breakout sessie "Get behind your data" tijdens SEOshop Connect conference 2015. Meer informatie: http://www.webpower.eu/nl/ of http://www.seoshop.nl/
Apply the science of decision making to improve the effectiveness of your communications. This is helpful for web sites, brochures, political campaigns, and all forms of advertising and communication. Get a competitive advantage in your communications.
Influence Strategies for Software ProfessionalsTechWell
You’ve tried and tried to convince people of your position. You’ve laid out your logical arguments on impressive PowerPoint slides—but you are still not able to sway them. Cognitive scientists understand that the approach you are taking is rarely successful. Often you must speak to others’ subconscious motivators rather than their rational, analytic side. Linda Rising shares influence strategies that you can use to more effectively convince others to see things your way. These strategies take advantage of a number of hardwired traits: liking—we like people who are like us; reciprocity—we repay in kind; social proof—we follow the lead of others similar to us; consistency—we align ourselves with our previous commitments; authority—we defer to authority figures; and scarcity—we want more of something when there is less to be had. Join Linda to learn how to build on these traits as a way of bringing others to your side. Use this valuable toolkit in addition to the logical left-brain techniques on which we depend.
Behaviour science for brand growth (James Redden, 2CV research)2CV
We are not rational, value-maximizing beings. Instead, emotion and mental short-cuts drive our behaviour and decision-making.
These short cuts (or cognitive biases) play a significant role when we buy products and services. And as they are typically unconscious to the buyer, they can be capitalized on via marketing and communications to push buyers towards your brand and improve your marketing effectiveness.
This paper firstly touches on how our brain works, and then explores some key cognitive biases and how they can be leveraged in marketing to change consumer habits and achieve brand growth.
One of my very first public presentations, this was an internal training on Sales Techniques. It\'s on my list for a redo, as since this I have learned a lot more about presentations and powerpoint.
How do modern consumers decide what they want to share, like, or purchase? Having a basic understanding of behavioral psychology can help you understand and better engage your consumers.
Brand Box 3 - Know Your Consumers - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 3 - Know your consumers 2. Actions from insights 3. Know your consumers 4. Apple - Think different 5. Insights 6. Insight vs. Information 7. Insight gleaned 8. Why are insights important 9. The Pareto principle 10. Finding the outstanding results 11. The Standford prison system experiment 12. The Standford prison system experiment cont... 13. RTA "Pinky" Campaign 14. RTA "Pinky" Campaign cont... 15. Consumer Segmentation: Useful tools 16. Maslow's heirarchy of needs 17. 7 Levels of organisational consciousness 18. Cone of learning 19. Why target a consumer segment 20. Targeting and spillage 21. Key benefits of market segmentation 22. Market segmentation 23. Loyalty segmentation 24. Loyalty and relationship index 25. Generations through the ages 26. Baby boomers 27. Generation X 28. Generation Y 29. Generation Net 30. Generation C 31. Consumer 2.0 32. Customisation 33. The long tail 34. Segmentation methods 35. Who are we creating value for? 36. Segmentation: How is it done? 37. Segment examples 38. Adoption of innovation model 39. Common segmentation methodologies & models 40. Mosaic segmentation 41. geoTribes 42. Nielsen: Panorama 43. Roy Morgan segments: ASTEROID 44. Customer conversion 45. Marketing funnel 46. Purchase path 47. Conversion strategy 48. Case study: Joe Girard 49. Joe Girard cont... 50. Research: Angles and Issues 51. Bill Bernbach 52. Henry Ford 53. trendwatching.com 54. Roles of research 55. Research and ethnography 56. Different segmentation for different purposes 57. Decision making 58. Research strategies 59. Research can confuse you! 60. Case study: Coca-Cola 61. The tipping point 62. The tipping point cont... 63. The tipping point cont... 64. Pricing 65. Pricing strategies 66. Progression of commoditisation 67. Elements of pricing 68. Pricing elements 69. Pricing elements cont... 70. The strategy and tactics of pricing 71. Reference price 72. Reference price cont.. 73. Adapting to a changing environment 74. Price metrics 75. Marketing success through differentiation 76. Pricing mechanisms 77. Insight and segmentation tools 78. The "Big Questions" for stimulation 79. 24 Secondary questions 80. The top 4 81. Interrogate your consumer 82. Customer profile page 83. Benefits vs. problems 84. Benefits vs. problems cont... 85. Picture profiles 86. Pen portraits of target markets 87. Mind snapshot 88. Insight windows 89. Insight links 90. Customer journey audit 91. Experience engineering 92. Value your existing customers
18 Tips on Conducting Killer Customers InterviewsZachary Cohn
**** Learn more about Customer Interviews and other Pre-Agile methodologies by signing up for the announcement list for our upcoming book:
http://bit.ly/PreAgileBook
****
Are you trying to build a new product? Add features to an existing one?
If you're going through the process of Customer Development, you'll want to know the best practices for conducting Customer Interviews.
And if you're not doing this already, this is a great primer on how and why you should start!
Modern Database Management 12th Global Edition by Hoffer solution manual.docxssuserf63bd7
https://qidiantiku.com/solution-manual-for-modern-database-management-12th-global-edition-by-hoffer.shtml
name:Solution manual for Modern Database Management 12th Global Edition by Hoffer
Edition:12th Global Edition
author:by Hoffer
ISBN:ISBN 10: 0133544613 / ISBN 13: 9780133544619
type:solution manual
format:word/zip
All chapter include
Focusing on what leading database practitioners say are the most important aspects to database development, Modern Database Management presents sound pedagogy, and topics that are critical for the practical success of database professionals. The 12th Edition further facilitates learning with illustrations that clarify important concepts and new media resources that make some of the more challenging material more engaging. Also included are general updates and expanded material in the areas undergoing rapid change due to improved managerial practices, database design tools and methodologies, and database technology.
The Team Member and Guest Experience - Lead and Take Care of your restaurant team. They are the people closest to and delivering Hospitality to your paying Guests!
Make the call, and we can assist you.
408-784-7371
Foodservice Consulting + Design
Artificial intelligence (AI) offers new opportunities to radically reinvent the way we do business. This study explores how CEOs and top decision makers around the world are responding to the transformative potential of AI.
Oprah Winfrey: A Leader in Media, Philanthropy, and Empowerment | CIO Women M...CIOWomenMagazine
This person is none other than Oprah Winfrey, a highly influential figure whose impact extends beyond television. This article will delve into the remarkable life and lasting legacy of Oprah. Her story serves as a reminder of the importance of perseverance, compassion, and firm determination.
Persuasion: 6 Ways to Influence People (and how to say no)
1. 6 Methods of Influencing Others
By Pam Cheing, Marketing Manager at Ezypay/iconnect360
(and How to Say No)
2015
2. A summary from the book
“The Psychology of Persuasion”
by Robert B. Cialdini
3. About the author and the book
Psychologist, author, speaker
Over 2 million copies
26 languages
New York Times Best Seller
The Times Book of the Year
4. Weapons of Influence
We all have Fixed Action Patterns
Learn to trigger these action patterns to your advantage
16. Make one offer first.
After it’s turned down, make a second offer.
People are less likely to turn down the second
offer when they feel that they’ve made a
concession.
How to use Rule of Reciprocity
17. 1/3 received a hand-written sticky
note requesting completion,
1/3 received a blank sticky note
1/3 without a sticky note.
Marketing Example
Results:
- Hand-written note: 69% response rate
- Blank sticky note: 43% response rate
- No sticky note: 34% response rate
18. Gifts do not have to be expensive or substantial
for reciprocation to work.
Sharing information and doing favours can also
work.
22. Objective: Get more guests
to reuse their towels.
Marketing Example
#1: Reuse for the environment
#2: Reuse and the hotel will make a
donation!
#3: Hotel has given a donation, “will
you please join us?”
#4: State that most guests reuse their
towels at least once during their stay.
23. Objective: Get more guests
to reuse their towels.
Marketing Example
#1: Reuse for the environment
#2: Reuse and the hotel will make a
donation!
#3: Hotel has given a donation, “will
you please join us?”
#4: State that most guests reuse their
towels at least once during their stay.
38%
36%
46%
48%
24. Get the prospect to commit to something simple
and easy (like a Call-To-Action form)
25. Get the prospect to commit to something simple
and easy (like a Call-To-Action form)
Then get them to do even more stuff
26. Get the prospect to commit to something simple
and easy (like a Call-To-Action form)
Then get them to do even more stuff
The prospect must view it as doing it for their
own purpose.
27. Get testimonials from
people similar to your
target audience
Shows similar people also
enjoyed your
service/product
Product testimonials and movie
reviews leverage on the rule of
Commitment and Consistency.
32. 1987 - Anthony Greenwald interviewed voters on
the day before election day
Marketing Example
“Will you be
voting
tomorrow?”
“Why not?”
33. 1987 - Anthony Greenwald interviewed voters on
the day before election day
Marketing Example
100% people
interviewed said
that they would
vote.
34. 61.5% of voters not interviewed did not vote.
Marketing Example
86.7% who were
interviewed the
day before voted.
35. How to use the rule of social proofing?
People want to be consistent and true to their word.
Get people to respond by changing your sentences:
“Please call if you have to cancel.”
“Will you please call if you have
to cancel?”
Same
message,
different
response
36. How do you say no to social proofing?
Check your sources!
38. Rule 4: Liking
1.Physical attractiveness
2.Similarity
3.Compliments
4.Contact and cooperation
5.Conditioning and association
We like other people based on:
39. 2005, Randy Garner sent out a marketing survey
to participants with similar names.
Answer rate: 56%
Compared to 30% from
participants with
different names.
Marketing Example
40. How to use the rule of liking?
Know the audience’s challenges and preferences.
Get them to like you!
41. How do you say no to liking?
Keep your feelings separate when
making business decisions.
43. The White Lab Coat Effect
1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.
44. The White Lab Coat Effect
1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.
Everytime someone answered incorrectly, you
increased their voltage by 15V
45. The White Lab Coat Effect
1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.
“NO! STOP! IT HURTS! HELP ME!”
46. The White Lab Coat Effect
1974, Stanley Milgram invited participants to ELECTRIC SHOCK interviewees.
Incredibly, 2 out of 3 testers would ignore the cries
and continue increasing the voltage as instructed by
the white lab coats.
47. When people are uncertain, they look outside
themselves for information to guide their
decisions.
51. Marketing Example
1985, Coca Cola decided to
change their recipe and
called it “New Coke”.
During blind taste testing,
people preferred the New
Coke flavour over the old
flavour.
57. Review: The 6 Rules of Influence
• Reciprocation
• Commitment and consistency
• Social proof
• Liking
• Authority
• Scarcity
58. My Personal Opinion
Being able to influence others is important.
But
You cannot win at life if you’re persuasive
and selfish.
59. For more info, read the book!
(Available at the Marketing
Team’s library)
Editor's Notes
Different perception when we see two similar things one after another, instead of in isolation
To pay in kind what someone else has given us even if we do not like that person
Mamak stall – selling tissue
Society says: a person who has good values is consistent
If someone says you are a generous person, you are too lazy to say otherwise.
We don’t want to think.
If others are doing it, then it must be right.
Kids learning from other kids, young adults in college