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How can you use the principle of liking to make ads more effective?

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Do you want to make your ads more effective and persuasive? If so, you need to understand and apply the principle of liking. This is one of the six universal principles of influence identified by Dr. Robert Cialdini, a renowned social psychologist and author. The principle of liking states that people are more likely to say yes to someone they like, trust, and relate to. In this article, you will learn how to use the principle of liking to make ads more effective by following four simple steps.

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Jason Landro

Co-CEO @Nectar, a Digital Marketing Agency Scaling Brands Online

1 Step 1: Know your audience

The first step to use the principle of liking is to know your audience. You need to research and segment your target market based on their demographics, psychographics, behaviors, and preferences. This will help you create a buyer persona, a fictional representation of your ideal customer. A buyer persona will help you understand what your audience likes, dislikes, needs, wants, and values. It will also help you tailor your message, tone, and style to match their expectations and preferences.

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Jason Landro

Co-CEO @Nectar, a Digital Marketing Agency Scaling Brands Online
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The best way to get to know your audience is to talk to them whether or not they are a current customer. Marketers typically overthink and overlook this step. Join grouse where they hang out. Learn about their pain points. Then you’ll understand how to speak like them and to them.

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2 Step 2: Use similarity and familiarity

The second step to use the principle of liking is to use similarity and familiarity. People tend to like and trust those who are similar to them or familiar to them. You can use similarity and familiarity in your ads by showing how your product or service solves a common problem, satisfies a common desire, or fulfills a common need that your audience has. You can also use testimonials, reviews, ratings, or endorsements from people who are similar to your audience or familiar to them. For example, you can use celebrities, influencers, experts, or peers who share the same characteristics, interests, values, or goals as your audience.

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Jason Landro

Co-CEO @Nectar, a Digital Marketing Agency Scaling Brands Online
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This core of this concept is called mirroring. People trust what they know. Therefore, you want to use the phrases or language they use when speaking to them. It essentially makes your audience more comfortable.

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3 Step 3: Use compliments and praise

The third step to use the principle of liking is to use compliments and praise. People tend to like and trust those who compliment them or praise them. You can use compliments and praise in your ads by highlighting the positive attributes, achievements, or qualities of your audience. You can also use words or phrases that express appreciation, gratitude, admiration, or respect for your audience. For example, you can use words or phrases like "You are amazing", "You deserve the best", "You are smart", or "Thank you for choosing us".

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Jason Landro

Co-CEO @Nectar, a Digital Marketing Agency Scaling Brands Online
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On the flip side, never insult or speak down to your target audience. It’s one of the worst things you can do as a marketer. People will always remember, and you will alienate customers and potential customers

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4 Step 4: Use reciprocity and cooperation

The fourth step to use the principle of liking is to use reciprocity and cooperation. People tend to like and trust those who reciprocate their favors or cooperate with them. You can use reciprocity and cooperation in your ads by offering something of value, such as a free trial, a discount, a bonus, a gift, or a guarantee, in exchange for their attention, action, or loyalty. You can also use words or phrases that imply a mutual benefit, a shared goal, or a joint effort. For example, you can use words or phrases like "Let's do this together", "We are here for you", "We are on the same team", or "We appreciate your feedback".

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use the principle of liking to make ads more effective?

1

2

3

4

5

1 Step 1: Know your audience

2 Step 2: Use similarity and familiarity

3 Step 3: Use compliments and praise

4 Step 4: Use reciprocity and cooperation

5 Here’s what else to consider

Advertising

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How can you use the principle of liking to make ads more effective?

1

2

3

4

5

1 Step 1: Know your audience

2 Step 2: Use similarity and familiarity

3 Step 3: Use compliments and praise

4 Step 4: Use reciprocity and cooperation

5 Here’s what else to consider

Advertising

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