?? The Power of Influence

Normally, when we think about the communication strategy of a brand or product, the first thing that comes to mind for most people is to conduct a survey to ask the target audience what they want. However, do we always know what we truly want at any given moment? Before the release of the iPhone or the Apple Watch, did we know that we wanted a product with those characteristics? The truth is, no.

That’s why I would like to share with you six principles to influence customer behavior as described by the author Robert Cialdini.

Principle of Reciprocity: Human beings feel the need to return favors, as it is part of our nature. That’s why it’s important to offer experiments where the customers can test the offers before being asked for a purchase commitment, helping to determine which type of “gift” or “favor” generates a greater response of “return.” A typical example of this is free samples or free trials.

Principle of Commitment and Consistency: Once people openly commit to something, there is a greater tendency to maintain that commitment over time, as their self-image is at stake. In the digital environment, this is practiced in e-commerce, where after adding products to the cart or even after making the first purchase, brands send communications to ensure future purchases.

Principle of Social Proof: People tend to follow the actions of others, especially in uncertain situations. However, Cialdini explains how many companies misuse this principle by overusing “reviews.” For a review to be considered valuable, it must be credible, relevant, engaging, valuable, tailored to the user’s needs, and specific.

Principle of Authority: Studies show that people tend to trust individuals in positions of authority more than the average person. That’s why we’ve been accustomed, since the early days of advertising, to seeing celebrities as brand ambassadors.

Principle of Liking: This principle explains that we are more likely to buy a product or service when it’s recommended by someone we like. This is where influencers play a role, especially in the communities they lead on social media, where their “followers” are people who feel attracted to their tastes.

Principle of Scarcity: This principle explains how people place more value on things that are perceived to be scarce or in limited supply. The fear of missing out (FOMO) drives action when opportunities seem limited in availability or time. A great example of this is how the company Booking uses messages like “xx people are looking at this hotel” or “Last rooms available” to encourage bookings.

I hope you find these principles as interesting as I do, and that you can take advantage of them in your campaigns.

Thank you for your time, see you next week.