Cialdini CLARCCS Cues
The 6 cues from Robert Cialdini's work, Influence, Cialdini. Summarised in Cashvertising.
Very similar to the [[Bandwagon Effect]]. People normally think, if everyone uses it and I don't, I must be the dork missing out (or probably, I must be missing out on something that could enhance my chances of survival - since all effective marketing does is communicating how this product increases your survival odds). Creating the effect that everyone is using it will lead to people thinking that they are the odd ones out. It's a survival instinct to belong. This also leans on [[The Life Force 8]] Concept.
The liking concept where people feel 'forced' to act depending if they like the person or not. An explanation as of why good-looking sales personnel tend to perform better. And why good sales people are always very likeable.
Another word for "Building Rapport". Makes your prospect like you by persuading him you're a lot like him.
If you are endorsed by respectable authorities people save the time to do their own research and you gain instant credibility ([[Credibility by Osmosis]]). Again many white lab coats ads work so good because prospects gain immediate trust.
As humans we feel forced to give something in return when we get free stuff. When someone gives you a gift there is a hardwired behaviour in your human body that makes you want to give something back to that person. You feel an urge to return the nice gesture.
Brands can use this to their advantage. Give your customers free gifts to start the reciprocation snowball rolling.
If:
A Karate school gave you 1 month free you'd want to continue being a paid customer.
If a consultant gave you 30 minutes for free you'd want to continue and return the favour by choosing them as their paid go to consultant.
I think reciprocation is more effective if they're confronted at a later stage and their decision was made public.
If in your neighbourhood your hair salon gave you a free haircut, you'd continue with them even if other hair salons were better. Because you wouldn't want the first hair salon to find out what you did at a later stage. But if no one would notice you'd do whatever is most convenient for you after getting the freebie.
For reciprocation to be effective make sure there's a personal follow up where the brands finds out what the prospect did with the gift.
By making premises that are impossible to deny, you end up boxing in your prospect with one possible choice which is to buy.
The premises that could be like:
- Do you want less alcohol related accidents in the city?
- Yes
- Do you think is an important matter to tackle?
- Yes, of course.
- Ok please sign this petition to make safer streets
- Yes for sure I'll sign now.
- Thanks! Would you make a 5 dollar contribution to buy alcohol testers since this matter is important to you.
You have no other choice than to pay. Boxed in.
In ads it'd be like a set of follow up questions that the answer is YES and ends up with a CTA since you've said yes to all the next step is to buy.
We want what we cannot have. It's human nature. Since we were born. Use this concept to your advantage. If done correctly it should convey a similar urge to the [[Bandwagon Effect]]. Everyone is using it -> it's running out -> Must be good (enhances my survival) -> I need to buy.
Limited Time Sale, First come First Served.
Cashvertising pg. 57