Social Influence for Startups Marketers

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social influence You need this product!!! Observations by Robert Cialdani

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you probably know that your biology affects perception

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Focus on the dot in the centre and move your head backwards and forwards.

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Count the black dots

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for a marketer, perception is important

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but behaviour is the holy grail

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as it turns out, your biology drives your behaviour too

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these biologically-driven behaviours are called fixed action patterns

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a fixed action pattern is simply a hard-wired behaviour to a given circumstance

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here is what robert cialdani wrote about a famous fixed action pattern experiment in his book, influence …

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“Turkey mothers are good mothers – loving, watchful, and protective. They spend much of their time tending, warming, cleaning, and huddling their young beneath them; but there is something odd about their method. Virtually all of this mothering is triggered by one thing: the “cheep-cheep” sound of young turkey chicks. Other identifying features of the chicks, such as smell, touch, or appearance seem to play minor roles in the mothering process. If a chick makes the cheep-cheep noise, its mother will care for it. If not, the mother will ignore or sometimes kill it. The extreme reliance of maternal turkeys upon this one sound was dramatically illustrated by behaviouralist M. W. Fox (1974) in his description of an experiment involving a mother turkey and a stuffed polecat. For a mother turkey, a polecat is a natural enemy whose approach is to be greeted with squawking, pecking, clawing rage. Indeed, the experiments found that even a stuffed model of a polecat, when drawn by a string to a mother turkey, received an immediate, furious attack. When, however, the same stuffed replica carried inside it a small recorder that played the cheep-cheep sound of a baby turkey, the mother not only accepted the oncoming polecat, but gathered it underneath her.”

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stupid turkey, right?

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well as it turns out, all animals , not just turkeys, rely on built-in fixed action patterns

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including you and me

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and here is the sneaky part

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savvy marketers can manipulate fixed action patterns to drive unconscious buying behaviour

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cialdani identified 6 usable fixed action patterns

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Authority Reciprocity Scarcity Commitment & Consistency Social Proof Liking

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1. Authority There is strong pressure (from systematic socialization) in society for compliance with the requests of an authority. In addition it is frequently adaptive to obey the dictates of genuine authorities as they usually possess high levels of knowledge, wisdom, or power. As a result, we tend to react to symbols of power as often as actual content.

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People are predisposed to trust certain physical attributes

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People are predisposed to trust people in uniforms

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People are predisposed to trust trappings

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People are predisposed to trust titles

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2. Reciprocity There is a societal distaste for those who take and do not return.

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People are predisposed to go to great lengths to avoid being a moocher

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Give something TRIVIAL away to create a feeling of indebtedness

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Then ask for what you REALLY want

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Pay with a tweet’s whole business is based on this

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This very deck is an example when you see the call to action at the end!

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People are predisposed to respond to guilt

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Always Be the first & last to give, especially if the gift has little value to you

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3. Scarcity That which is rare or is becoming less available is always more appealing. Show genuine scarcity in the most tangible way you can. Point out what will be lost by not responding. People fear loss, so generate a feeling of potential loss.

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People are predisposed to buy if they sense scarcity

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People are predisposed to buy if they sense scarcity

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People are predisposed to buy if they sense scarcity

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4. Commitment & Consistency Inconsistency is perceived as confused, two-faced, or even mentally ill while consistency is associated with personal & intellectual strength. Once you have committed to a purchase, an action, a belief, or anything like that, it becomes a piece of your identity and you will tend to act in a manner that reinforces that choice, lest you look inconsistent.

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People are predisposed to remain consistent, even when it makes no sense

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Start with a small step & escalate gradually

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People are also predisposed to buy something they don’t want/need if what they came for is out of stock

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5. Social Proof We decide what to believe or do based on what others are believing or doing

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People are predisposed to run with the pack

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People are predisposed to give credit by association

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https://www.flickr.com/photos/davedugdale/ Tip jars should always start with fake tips inside

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Always have a small queue, even if there is room inside

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6. Liking We prefer to say yes to individuals we know and like (e.g.: physical attractiveness, similarity, repetitive contact, association)

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People are predisposed to buy from someone they know

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People are predisposed to buy from someone who looks like them

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Remember: with great influencing power, comes great responsibility

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CREATIVE COMMONS ATTRIBUTIONS & REFERENCES https://www.flickr.com/photos/marsdd/ https://www.flickr.com/photos/wallyg/ https://www.flickr.com/photos/seeminglee/ https://www.flickr.com/photos/sarah_c_murray/ https://www.flickr.com/photos/onthemantlephotography/ https://www.flickr.com/photos/pinksherbet/ https://www.flickr.com/photos/barackobamadotcom/ https://www.flickr.com/photos/davedugdale/ https://www.flickr.com/photos/andy-howell/ https://www.flickr.com/photos/thomashawk/ http://www.directcreative.com/influence-and-persuasion-the-rule-of-consistency.html https://www.flickr.com/photos/justinwkern/ https://www.flickr.com/photos/rayovac/ https://www.flickr.com/photos/ssoosay/ https://www.flickr.com/photos/santarosa/ http://hqwide.com/patterns-textures-grid-illusions-grayscale-optical-illusion-wallpaper-30074/

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