What are the Techniques of Persuasion

What are the six most common techniques of Persuasion?

  1. Liking: It’s much easier to influence someone who likes you. People like people who are like themselves.
  2. Social proof. People like to follow one another, so influencers imply the herd is moving the same way.
  3. Consistency. Most people prefer to keep their word. If people make a commitment, particularly if it’s out loud or in writing, they are much more likely to keep it. Influencers should try to gain verbal or written commitments.
  4. Scarcity. Even when companies have warehouses full of a product, they still advertise using time-limited offers that emphasise scarcity. People want what they can’t have, or at least what might be running short.
  5. Authority. People are strongly influenced by experts. Successful influencers flaunt their knowledge to establish their expertise.
  6. Reciprocity. Give something to get something. When people feel indebted to you they are more likely to agree to what you want.

There techniques were adapted from how to influence and persuade people (from Cialdini and Goldstein, 2004).  Any marketing program should incorporate these techniques to get the attention of perspective customers.

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The Tebow Effect…

Tim Tebow became the center of media attention for a brief moment this last fall.  A combination of football heroics, faith and social media made Tebow a household name and a lightening rod for conversation.  Adam Amel Rogers is a Project Specialist at the Norman Lear Center at USC.   Here is his take on the Tebow effect. 

To this die-hard Denver Broncos fan, the past football season has been an unforgettable wild ride. My beloved team used a series of unbelievable last-minute comebacks to rise above their talent level and win their division and a game in the playoffs. In the process, Broncos quarterback Tim Tebow rose to a level of fame that reaches far beyond the football field.

Few public figures exemplify the work we do at the USC Annenberg Norman Lear Center more than Tim Tebow. The Lear Center studies and shapes how entertainment and media impact society; and over the past year, the Tebow phenomenon has traversed numerous societal categories that help explain his meteoric rise in both popularity and disdain.

Religion – The intersection of sports and religion is nothing new, but Tim Tebow has dramatically moved the needle on the public discussion of religion’s role in sports. Tebow’s overt and unapologetic religious references have made him a hero in evangelical communities and a villain among those who believe in the separation of church and sports. Religion became a regular topic on sports talk radio, and a recent poll revealed that 43% of people believe that “divine intervention” is at least in part responsible for Tebow’s success. Following the Broncos legendary overtime playoff win over the Pittsburgh Steelers, a common media meme was focused on how Tebow threw for 316 yards (like the commonly cited Bible verse “John 3:16”), on 10 (as in commandments) passes, for an average of 31.6 yards per pass (there it is again). Some took it even further, noting that he threw the pass to Demaryius Thomas, who shares a birthday with Jesus (December 25). Hyperbolic religious claims and criticisms became a regular part of discussions involving Tebow.

Politics – Tim Tebow has been perhaps the most sought-after celebrity endorsement of the 2012 presidential race. Although he has very smartly

declined to endorse anyone, that hasn’t stopped candidates from trying to capitalize on his popularity – both Rick Perry and Michele Bachmann have desperately compared themselves to him. Tebow is no stranger to political controversy; his decision to align himself with the anti-gay, anti-choice organization Focus on the Family for an abortion-themed Super Bowl ad in 2010 still serves as a sore spot for progressives. It appears that his handlers now have a short leash on him regarding public display of his views on social issues, but that hasn’t stopped Focus on the Family from continuing to align themselves with Tebow. During the Broncos season-ending game against the New England Patriots, Focus aired a John 3:16″ themed commercial that was inspired by Tebow’s 316 yards passing the week before. Tebow’s life is expected to intersect with politics many times in the future: social conservatives have talked about drafting Tebow for public office ever since he was at the University of Florida.

Media – Prior to this season, the Broncos have been virtually invisible in mainstream sports media, but media coverage of Tim Tebow became an absolute obsession this season. ESPN seemed to lead the fixation with constant coverage of the Tebow phenomenon that included two separate one-hour Tebow specials (compared with a combined zero one-hour specials for all other NFL players). In the second Tebow special, they said the word “Tebow” 160 times in one hour. Deadspin put together a 91 second video which shows all 160 mentions. The Tebow story also spawned countless articles in traditional news media, and at times it dominated social media – his overtime playoff touchdown against the Steelers propelled a record-setting 9,420 tweets per second, which is the most ever for a U.S. event.

Internet Memes – Tebow’s success has made him susceptible to the full range of tribute and parody that the Internet has to offer. His signature prayer move made “Tebowing” the next “Planking” as people across the globe posted pictures of themselves on one knee in prayer. Then several Tebow-themed videos spread like wildfire, including traditional media comedies like a Saturday Night Live skit that featured Jesus asking Tebow to “tone it down,” and a Jimmy Fallon mashup between David Bowie and Tim Tebow, or as he dubbed it, “Tebowie.” Then there’s the popular auto-tuned YouTube hit All He Does Is Win” (with over 2.5 million views), the fake Tim Tebow movie trailer, and of course you’re not a real star on the Internet until Hitler weighs in on your success. Tebow has also been photobombed all over the Web, with the popular Mad Magazine rendition of Tebow as Jesus in the Last Supper, Tebow touching the hand of God in Michelangelo’s “The Creation of Adam,” and Tebow as a Centaur riding with Broncos legend John Elway under a rainbow.

Business – Shortly after Tim was drafted into the league, his jersey sales were ranked number 1 in the league, and he was pictured in his underwear in department stores across the nation for his Jockey endorsement – all before he had ever taken a snap in the NFL. After this crazy season, he has proven to be ratings gold for networks. The playoff win over the Steelers was watched by 42.4 million viewers, making it the most-watched TV program since last February’s Super Bowl. Tebow has also become an inspirational figure for business leadership, with the Washington Post naming him as one of the best leaders of 2011 (along with Hillary Clinton and Steve Jobs), and Forbes Magazine finding in him a slew of leadership lessons.

Innovation – The Lear Center has a project called Creativity & Collaboration in the Academy, which seeks to identify ways that research communities innovate and collaborate. Perhaps there are some lessons to be learned from this year’s Broncos season. A substantial part of the fascination with Tebow and the Broncos was how they won games. The NFL is a pass-heavy league that values strong arms and precision passing. When Aaron Rodgers or Drew Brees throws a pass, the ball looks like a magnificent work of art as it travels to its precise target. When Tim Tebow throws a pass, it looks like a rejected kindergarten art project that will be lucky to land anywhere near its target. The Broncos’ success is largely due to the coaching staff’s throwing out conventional wisdom and building an offense that is based on the skills that Tim Tebow brings to the field. This upset much of the traditional football brass, who couldn’t understand how a team could keep winning games with a quarterback who can’t throw the ball, but the Broncos’ success has shown how important it is to cater to organizational strengths. As Terry Frei from the Denver Post said of the Broncos’ offense, “Innovation leads to redefining conformity in a copycat business.”1

Whatever the reason for Tebow’s success last fall, he effect on people seems to be lasting.  Follow us on Facebook or find us on twitter. 

1) http://blog.learcenter.org/2012/01/tim_tebow_the_most_lear_center.html

Tweeting or Sex?

Do you feel a compulsion to check your phone for activity on Twitter? Tweeting or checking emails may be harder to resist than cigarettes and alcohol, according to researchers who tried to measure how well people could resist their desires. They even claim that while sleep and sex may be stronger urges, people are more likely to give in to longings or cravings to use social and other media because it is free!

A team headed by Wilhelm Hofmann of Chicago University’s Booth Business School say their experiment, using BlackBerrys to gauge the willpower of 205 people aged between 18 and 85 in and around the German city of Würtzburg is the first to monitor responses outside a laboratory.

The participants were signaled seven times a day over 14 hours for seven consecutive days so they could message back whether they were experiencing a desire at that moment or had experienced one within the last 30 minutes, what type it was, the strength (up to irresistible), whether it conflicted with other desires and whether they resisted or went along with it. There were 10,558 responses and 7,827 “desire episodes” reported.

“Modern life is a welter of assorted desires marked by frequent conflict and resistance, the latter with uneven success,” said Hofmann. Sleep and leisure were the most problematic desires, suggesting “pervasive tension between natural inclinations to rest and relax and the multitude of work and other obligations”.

The researchers found that as the day wore on, willpower became lower. Their paper says highest “self-control failure rates” were recorded with media. “Resisting the desire to work was likewise prone to fail. In contrast, people were relatively successful at resisting sports inclinations, sexual urges, and spending impulses, which seems surprising given the salience in modern culture of disastrous failures to control sexual impulses and urges to spend money. Desires for media may be comparatively harder to resist because of their high availability and also because it feels like it does not ‘cost much’ to engage in these activities, even though one wants to resist.”

Social media is free and hard to resist! We are all hardwired to desire connection.

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The Gentle Art of Persuasion….

Persuasion is often discussed as though changing people’s minds is about using the right arguments, the right tone of voice or the right negotiation tactic. I want to look at persuasion a different way, free from creating buyers remorse. Effective influence and persuasion is about understanding people’s motivations not manipulation. Learning to shift a customer’s perspective the best kind of persuasion. If you can change a customer’s perspective on a trend, for example, you can drive their sales through the roof.

1. Goal of affiliation

For the most part humans are very social, so they want to be liked. Rejection is no fun and we’ll do almost anything to avoid it.  We try to affiliate with other people by behaving in ways we assume will be attractive, like agreeing with them or complimenting them.  Not only do we want approval from specific people, we also want it from society at large  We want the things we do, think and believe to be broadly in line with what others do, think and believe.  Most people are joiners and followers so influencers like to give us something to join and someone to follow.  The current explosion in social media leverages this fact!

2. Goal of accuracy

To achieve our goals in what is a complicated world, we have to be continually trying to work out the best course of action. Finding what works!  People are always striving for the ‘right’ answer.  Influencers understand our need to be right. The techniques of social proof and scarcity both nag at our desire to be accurate because we assume other people are likely to be right and we don’t want to miss out on a bargain or a trend. Understanding social proof when it helps keep a client current and relevant is huge marketing tool.  Use real statistics to let the customer know their strategy is working and valuable. Compare their results to their competitor. It is essential to manage a customer’s expectations to validate their goal of accuracy.

3. Goal of maintaining positive self-concept

People want to protect their view of themselves. We work hard to keep our world-views intact: we want to maintain our self-esteem, to continue believing in the things we believe in and to honour whatever commitments we have espoused in the past. Persuaders and influencers can leverage this goal by invoking our sense of self-consistency.  Designing products and services which help your customer stay consistent with their self image makes selling easy. People will go to surprising lengths to maintain their positive view of themselves.  Make your product or service the smart, highly valued choice. Your job of selling will turn effortless.

Understanding why people do what they do is essential in drafting and executing your brand strategy.  Follow us on Facebook or find us on Twitter.  Call today 713-628-0701 for more ways to build and execute your brand strategy.

Emotional Branding…..the Compelling Why?

Creating an emotional connection between customers and a brand is probably the highest achievement in marketing.  Most often, brands strive for this mark by being the best at something and then reinforcing that position at every opportunity. The bond or connection is forged when you can answer the compelling why? Why should a customer buy your brand?  What compels customers to choose you?  If you have answered the why, you have started the emotional branding process.

Think about Apple and Starbucks as examples of emotional brands.  Have they created a connection with their customers?

The best way is to create a brand connection is for them to experience a difference.  Why are you different? Is your product one of a kind?  If not, then is your service exceptional?  When building emotion into your brand customers go through stages….

Emotional Stage 1 – How you get someone interested? Why should they choose you?

Emotional Stage 2 – How do you get someone to consider a purchase? Do you offer value or experience?

Emotional Stage 3 – How do you continually reinforce that their purchase decision was absolutely the right decision?  Did you create value or experience?

Emotional Stage 4 – How do you create a loyal customer such that they want to continue to buy your product or service? Can you cross or up sell?

Emotional Stage 5 – How do you create a brand connection so that your brand becomes part of your customer’s life?  Do you have a way to communicate to your customers: email, Facebook, twitter or text? Remember, out of sight out of mind.

Emotional Stage 6 – How do you get your audience to be your ambassador?

Getting customers emotionally invested in your brand success is the pinnacle of marketing success.  Find us on Facebook & Twitter @ata2udmedia

Extracted from the web @ http://www.businessesgrow.com/2012/02/01/the-six-stages-of-emotional-branding/

Email or Social Media? Or Both?

A debate continues surrounding the value of email marketing and social networks (social media). Should businesses focus more attention on their social media accounts like Twitter and Facebook or email interactions? Or both?

Why does it matter how, as long as, you are communicating with your existing clients and getting referrals?email_logo

According to MediaPost Publications, the majority of costumers view email as the least intrusive way for companies to engage. Customers trust email more than social networks. Period. They believe they know how to avoid being scammed in email but do not fully understand the risks in social networks. Email is also viewed as being a good source for detailed information or when looking for exclusive deals because it goes beyond a post or 140 characters.

ExactTarget, recently released research called “The Meaning of Like.” The report found that consumers tend to view a “like” as a way of bookmarking content and sharing information with friends – not a form of consent for marketing. Also, Facebook engagement is more for entertainment purposes. Although customers can still get information and access to deals it offers a fun, different experience with the company.   Studies of buying habits around Christmas 2011 suggested a very low influence rate for social media.

Twitter by contrast is simple and to the point. It also fosters a relationship between the brand and the customer, which can generate brand loyalty and trust.

So, which is better? There really is one channel that surpasses the other. Facebook, Twitter and Email all have their audience and strengths in getting your brand message out. However, there are channels that are more appropriately suited for delivering different messages to the consumer.  Facebook is more for entertainment, so let loose a little and have fun. Twitter is SEO machine and is perfect for engaging in a conversation with your customers. Get to know them and let them get to know the company on a more personal level. Email should be used when you need to share some updates or detailed information.  An email is private.  Emails are bulk carries of information and offers including links to your website and social networks.1

At Ata2ud Media our experience shows that email is a very essential part of communicating with your clients and driving traffic to your social sites.   Call us today (713-628-0701) to get your brand message integrated across all your customer networks.

Extracted from the web @ http://kylelacy.com/is-email-more-important-than-social-media/

The Why of Social Media…..

Business owners are always asking, “why should I use social media for my business?” Recently, I found a blog written by Brick Marketing (http://www.brickmarketing.com/blog/active-social-media.htm) that gives a great explanation.
Social media has become a daily part of nearly everyone’s life. According to studies by The Pew Foundation, Nielson Research and others, millions of people are active on at least one social networking site each day.  Numbers alone do not answer the “why” of social media. Here’s why an active social media presence is so important:
Search Engine Optimization
The search engines pay attention to social media data and use it to determine search engine ranking. The search engines view content links that are shared frequently in social media as trusted. Since the search engines want to provide valuable search results, they will consider this as a ranking factor which means that the more frequently content gets shared in social media, the better chances it has of ranking well. Obviously, a search engine presence (or lack thereof) plays a huge role in the success of a website.

Traffic Generation
While it’s great to get social media followers, the ultimate goal of a social media marketing campaign should be to drive traffic to your business website. That’s why it’s so important to have the right social media followers, ones that are actually interested in the products or services that you offer. Thousands upon thousands of followers don’t mean much if they never take action and visit your website or blog to learn more.

Public Relations
Social media provides information in real time and has become a primary source of news. While it shouldn’t necessarily replace traditional PR or submitting online press releases, it’s another avenue to share information about your business and interact with members of the press.

Brand Building
Every industry is competitive online today. The businesses that will find the most success are the ones that are transparent and willing to share information with target audience members in order to become a trusted source. Social media is one avenue to share such information and connect with potential clients or customers in order to give them a positive view of your business and brand.

Referrals
Everything in the social media world revolves around connection.  Connection is your ability to interact with satisfied customers and seek referrals.  If you believe 70-80% of your new business comes from repeat customers and referrals, then using social media to network is a very nature extension of your current business development model.

Find us on Facebook or follow us on Twitter to learn more about using social media to build your brand.