Here's what you've been missing
So he decided to replace “New” with “Here’s what you’ve been missing.” That small change alone led to a 45% increase in sales. Later, he recommended including expert reviews in authoritative magazines as testimonials in the ad. Result: sales increased even further, to a whopping 60%.
Cialdini is a professor of psychology and marketing at Arizona State University. In his book ' Influence ' he describes six principles of influence that he applies as director of Influence at work . After lunch I decided to order the book immediately to see how you can apply those six principles to content marketing. Below are my findings.
1. Reciprocity
Photo: Bigstockphoto
Photo: Bigstockphoto
To start with the first: reciprocity. In other words: give a gift and the recipient will feel obliged to do something for you in return. This social obligation is between our ears. It falls into the category of ' that's how it should be' . If a friend pays for a meal, you pay for the next. To keep the interrelational bank account in balance and to prevent yourself from being seen as a slacker or a profiteer.
The Thank You Economy , that book by Gary Vaynerchuk is called. An expert in giving is the new receiving. You do something for me, I'll do something for you in return. Such a freebie can literally be a give away , and no, I don't mean a wuppie, welpie, beesie or other lame supporter stuff you get in supermarkets during World Cups or European Championships. Nor a pen, agenda or other promotional product. Gifts and favors have the most impact when they are meaningful, unexpected and personal.
Give content! like an invitation or VIP treatment switzerland mobile phone number list for an event. A free e-book or book, quick scan or list of tips. Or share your knowledge via social media. Free information with value, where you help someone and at the same time you catch them in the social obligation to do something for you in return. Because nobody likes to be indebted to someone for long. Google does something for you in return immediately. Because you publish on blogs or social media, you are immediately more findable in searches that contain words that you have used in the titles of your articles or videos.
2. Sympathy
hand pressing LIKE button
Photo: Bigstockphoto
Thumbs up. We like to do that on Facebook and LinkedIn. Just like we often do tell-a-friend advertising in conversations for that 'guy' who can do handy jobs and repair Apples well. Not only because he can do handy jobs or repairs well, but especially because he is nice. After all, there are enough good handymen or laptop repairers, but not many good and nice handymen and laptop repairers. They get a like. Because they are nice and we just like people who like us.