Advertising adds value to a product by changing our perception, rather than the product itself. Rory Sutherland makes the daring assertion that a change in perceived value can be just as satisfying as what we consider “real” value — and his conclusion has interesting consequences for how we look at life.
I’m not suggesting you hypnotise your readers, but be careful of the words you choose – they have power. (Ignore the link that comes up at the very end.)
Social researcher Cialdini tells of an experiment in which two groups of people were asked to rate choc-chip biscuits.
Group A took theirs from a jar containing ten biscuits; Group B took from a jar with just two biscuits.
The result? Group B rated the biscuits higher on almost every measure – even though the biscuits were identical.
This is scarcity at work. And it’s a very useful “influence” technique.
Here are some ways to use “scarcity” to get better results from your writing:
Scarce time – Imposing deadlines on your readers will motivate them to act sooner rather than later (because “later” is probably “never”!), e.g. “Offer ends 30 June.”
Scarce amount – Your product will be more attractive if it seems rare or exclusive, e.g. “special edition,” “Limited offer” or “Exclusive release.” Be specific if you can – “Just five left” trumps “Just a few left.”
Scarce information – Research shows if you limit access to a message people value it more and find it more persuasive. Can you structure your message so your readers believe it’s restricted information, e.g. “Exclusive members-only offer”?
Booster 1: “Scarcity” works better when people think something’s newly scarce – i.e. when it hasn’t always been in short supply, but suddenly becomes so. E.g. “Unprecedented interest means only 45 seats left!”
Booster 2: It works better again when people realise they’re competing with others for scarce resources. A common real-estate sales ploy is to tell wavering buyers someone else is also interested in the property.
Have you seen other examples of scarcity at work? Please let us know with a comment below…
Feeling sheepish? Your readers are. Well, they (like all of us) can act like sheep when making decisions.
Ever notice yourself checking what others are doing when you’re unsure what to do? We all take cues from others about whether to eat chicken with fingers or a fork, how fast to drive, and how to dress at work.
This is Cialdini’s Social Proof in action. How much more “sold” are you on an Amazon book when you see hundreds of others have “rated” it highly? “All those people can’t be wrong!” (you think).
And the more similar your “reference” is to your reader, the better (e.g. a banker’s testimonial will sway an accountant more than one from a plumber). See how SalesForce do this.
Humans like shortcuts and often react based on only partial evidence. Here’s how to leverage that in your writing:
Testimonials. Ask for them straight after you’ve worked for clients, and include them in your marketing. But keep them short.
Case studies. Especially powerful when you include specific, measured results you achieved. Keep these short, too (example).
Big names have big impact, so highlight well-known and respectable companies who’ve used your business.
Pictures of your typical target audience enjoying your product/service will reassure your clients they’re in the right crowd.
What other examples of social proof have you seen? Let us know with a comment below…
Cialdini tells of a researcher who “surveyed” residents, asking them to predict their response if they were asked to spend three hours collecting money for cancer research.
Many said they would. But they didn’t know that a few days later the Cancer Society would knock, asking them to help. The result was a 700 percent increase in volunteers compared to control groups.
Why? Because those “surveyed” made a personal commitment – something we’re driven to remain consistent with. And in the gap between visits, their self image changed – they started seeing themselves as more community-minded.
To apply this to influential writing:
Offer something small for a low price to get them thinking of themselves as your customer instead of your prospect. A bigger sale may be easier later.
Ask for a testimonial. This is a powerful mind-changer, forcing people to think of your positive attributes, then commit to them in writing. It’s also public, which greatly enhances the effect.
Try to generate positive customer comments on your blog. (Don’t be afraid of negative comments — responding well can win you raving fans.)
Survey people as in the Cancer Society example above. (Third-party surveyors may be best!)
Subtly remind them what great customers they are and how much business they’ve done with you.
Affirm behaviour you want. E.g. if you want someone to keep sending you reports on time, write, “Thanks for sending the KPI report on time last week. Could you do the same with the sales figures? I need them by COB Friday. Thanks.”
Where else have you seen commitment and consistency used? Let everyone know in a comment below…
This is a series of persuasive writing tips based on Cialdini’s “Influence” principles.
This one’s about the Reciprocation Rule. If someone does you a favour, you feel obliged to return that favour — even if you don’t like them. (See examples.)
In fact, you can often get a “yes” to requests that, except for them feeling they “owe” you, would almost certainly have been refused. And you can harness these conditioned feelings of fairness when writing to prospects.
But check your attitude — this isn’t about manipulation, but a demonstration of your desire to help your clients. As Zig Ziglar says, “You can get everything in life you want, if you just help enough other people get what they want.”
So what can you give your readers to increase your “favour-bank” balance? Here are some ideas:
Free samples of your product/service (but be generous – it must seem more a gift, not a cheap commercial sample)
Articles, facts or websites you think will help them
Quality promotional items with your branding. (Sometimes these assume a life of their own, e.g. the Pirelli Tyres limited-edition celebrity calendars)
Greeting cards, e.g. congratulating them on a win, End-of-Financial-Year, birthdays, Christmas, etc
Tickets to movies or sporting events
Have you seen reciprocation at work in other ways? Please share it in a comment below…
