We focus on the following Instruments of Influence.
Contrasting for Effect.
- How does the “reptile brain” see differences?
- Why presenting alternatives is so effective when presenting your product or service.
- Present the worst case of not having your product
- Present the best case of having your product
- Compare your best with competitions worst
- Compare old with new
Reciprocity and the principle of Give and Take.
- Why accepting a free sample or free lunch is such a bad idea.
- You can give time, money, gifts and information.
- Receiving can feel bad and lead to an illogical feeling of obligation
- Giving all of the time can lead to a feeling of resentment and unfairness.
Consistency and commitment. How people stay true to their values.
- Nobody likes going back on their word.
- Acting contrary to identity is uncomfortable, (cognitive dissonance).
- One small action MEANS that you are committed.
- Think of competitions like “I love this product because…”
Scarcity and our aversion to loss. Building pain and pleasure into the presentation.
- Hard to get is valuable.
- Limited Stock and time. Only two per customer. Offer closes tonight. First available appointment in three months.
- No seats left.
- Sold Out!
- Exclusive membership.
Likability and The Magic of Rapport.
- The power of positive and negative association.
- Neural Networks and Mental Maps
- Similarity heuristic.
- Familiarity heuristics
- In a complicated presentation, people will make a buying decision based on likability more than features, advantages, and benefits.
- Flattery and attention work to improve likability.
Authority: Trust Me I am a Dr!
- Why We Are Suckers for White Coat and a Title. Title,
- Reputation and uniforms.
- Become well known in one area and allow the Halo effect to do the rest.
· Social Proof: Why Following The Crowd Feels Right.
- Why seeing celebrities and friends using the product are so powerful.
- Validation and confirmation are vital components for a well-structured society and to know that what we are doing is “right”.
- It is safe to do what everybody else does
- Think testimonials and referrals.
Unity and Tribe.
- An identity that is shared within the “tribe”.
- Us versus Them
- Remind people of similarities and shared values, not differences.
- Nudging and the Science of Choice Architecture .
- 4 Tricks of The Mind to help nudge people into making the right decision.
- The Power of Suggestions
- The different sense that people use when the buy
- Identifying the most influential sense for each person.
The Delight of a Story: How to Spin Yarns For Your Clients.
- Creating metaphor
- The hero’s story
- Simplicity and Ease of Use. Keep It Simple, Serene.
- Use the B.J Fogg Model to
- Reduce friction at point of sale
- Make it easy, simple and effortless to buy your idea, product, and service