Liking Principle Persuasion

Liking principle persuasion is a very effective technique you should know to persuade, even in advertising, face to face communication and social media. If you didn’t know this technique, you exhaust your energy, time and money for using a job that not sell.

Liking Principle Persuasion Definition

Liking Principle Persuasion means that we tend to agree and follow people who are similar to us. Recommendations from friends with the same identity as us can be as effective as the recommendations of famous artists. We tend to believe and follow in people of the same tribe, same religion, same area, same organization, same struggle. People tend to say “yes” to individuals and organizations they know more and like.

If in social media, people will be affected by just people like us, both commoners, not company representatives, not an artist. Act as a friend, not a product representative, a product defender. But as an objective and impartial evaluator.

The attractive appearance makes people more welcome, but not an attractive appearance that is too far away from the general appearance used by them.
Its application to the ads on Facebook is to match the language and outlook of the market segment. How is their language? Do they tend to use formal language or informal language and young people speak?

Liking Principle in Action

The “Liking Rule” is the reason why sales representative of Yakult is not from a country where Yakult come from (Japanese), but from a similar person as the customer, women as wife in the house. They also not attractive women, because attractive women are an offense for women who have a husband.

When Cialdini wrote book title Influence, there are famous marketing event, Tupperware parties.  In the parties, hostees that promote Tupperware is not very famous people, not very expert, but people as usual and have many similarities with a customer in the term, gender,  ethnic, religion, and so on. Tupperware seller is commoners, where people would collect a monetary reward from trading to their friends.

In the parties, they give door prizes, present, music and fun things, …and then the Tupperware seller tells about the benefit of her Tupperware. The customer would usually buy  Tupperware at the party, and seller or he who promote get a commission.

That is one of 6 technique persuasion. Check another technique: reciprocityConsistencysocial proof, scarcity,  and authority.  Which the sixth? liking. It is this article. He..heheh…

Persuasion Technique: Social Proof

The persuasion technique social proof is most often used in ads and also political campaign. It is a very effective technique to persuade, so if you want to persuade successfully, consider this technique.

Definition of Social Proof

It means, if you want to persuade someone to follow what you want, show that many people include celebrity, film star, public figure follow your recommendation.

Social proof is one of 6 technique persuasion by Robert Cialdini.  Beside persuasion technique social proof Another technique is Reciprocity, consistency, scarcity, liking, and authority.

Robert Cialdini uses the term social proof or consensus… The purpose of consensus as a factor of persuasion is that we tend to believe in something popular, many people wear or supported by people we trust.

This technique is used by new food stalls by inviting a free meal at the restaurant, so the stall is crowded. People who do not know will be encouraged to participate in the restaurant.

In advertising, this technique is used by using film stars, public figures, expert doctors. In addition, this technique is also used by way of example, 5000 people entrust their beauty in this product.

Celebrity Social Proof

We tend to believe that celebrity has a good taste to select cosmetic and products. So if some products chosen by celebrity, we think it is good and worth to by.  it, the softy star of the soap opera wear it, a lot of positive comments, comments from close people give a good impression.

Expert Social Proof

We believe that a product is good if the proficient person uses. So, many experts like people show in the ads. In the last time about 1950, many doctors used in the cigarette advertising to show that cigarette is good for health.

Many People Social proof

We tend to believe that if many people use products, it means good products. If you go the strange city, and there are many options of the restaurant. You want to eat in one of them. You didn’t know which restaurant that suit and good for your taste.

 

Persuasive Technique in Advertising

This is one of persuasive technique in advertising, consistency. This is one of  6 Cialdini’s factor of persuasion. Another factor is reciprocity that i write in here.   Advertising often using this consistency technique to seduce the audience.

Why this persuasive technique in advertising work?

Break commitment and inconsistency is a generally undesirable public image or make use shame. Generally, people want to fulfill or be consistent with the commitments they have set. It’s not just because of the embarrassment people see.

People have a tendency to be consistent with their own promises. Inconsistent trends also exist, but that does not deny the tendency to be consistent. People tend to be consistent in their identities, statements, promises, roles they pre-determined.

Because of these characteristics, advertisers associate their offer with established identities and commitments.

Suppose if the customer segment of a manager, the sentence persuasion like this: because you are a professional manager, this software suite for you and will improve the achievement because you can manage the administration quickly and precisely.

It could also be this, if you are a disciplined manager, this watch is right for you because it can remind your promises.

This strategy of persuasion is more effective if it starts from an easy-to-accept commitment first, then gradually shifting to a vulnerable commitment to debate.

He will easily accept that debatable prone commitment because he will tend to be consistent with his previous commitments.

Public WItness

If public witness the commitment, it will also be more effective for him to follow. People tend to be ashamed to appear inconsistent. Therefore he will follow the commitment of a new commitment that is consistent with the commitment that the public sees.
People also tend to follow a commitment if they are rewarded for their commitment. He will be even more embarrassed to break his commitment.

A person’s commitment can be identified from his employment statement. All want to be seen publicly as an expert, honest, professional and credible in carrying out his work. In addition, one’s commitment is seen from his identity about religion, citizens, members of the organization and so on. Therefore by associating the offer with those identities, then people tend to accept your offer.

If for example, they do things inconsistent with their identity, can we encourage to be consistent with say, the professional seller really late? He will be compelled to return consistent with his own identity.

Identity is not always something that they said or they think. We can give a good label first. He will tend to accept the consequences of those nicknames. Suppose, Show your natural beauty with xxxx products.

Give free Marketing

Give free marketing is an irresistible offer.  This principle of persuasion can help to create a strategy and understand your competitor strategy to influence the customer.  Marketer often gives gimmick,  free something or give attention first, that makes customer have a moral duty or debt of gratitude at least give similar attention, and often buy your products.

Give free Marketing as Reciprocity Factor of Persuasion

Reciprocity means that if there are people who do good to us, we also have the impulse to repay the good. In many situations, we tend to repay others. This reply does not have to give the same gift. The reply can be paying attention and listening to what we say and we want.

Reciprocity is one of factor persuasion that formulated by Dr. Robert Cialdini, author of the popular book Influence: The Psychology of Persuasion.

Giving is effective if done first, so he feels indebted. In advertising, this is done by giving free samples of products, free trial periods, giving attention, actively offering assistance as per their circumstances, that is one example of giving.
Giving does not have to be goods or services as well, giving discounts including granting.

The effect of giving not only affects those who receive the gift. Those who do not receive the gift also appreciate and then easily accept what you say. Family, friends and even friends are happy and will easily accept what you say.

Another factor of the effectiveness of giving is that giving is exclusive, not everyone can get gifts. He will be more and more indebted. Giving a discount will be more seductive if imbued, especially for you, especially for your group.

In addition, the goods provided are also exclusive, difficult to obtain elsewhere. He will feel honored, and feel indebted. Next, he will be easy to say yes what you say. Giving also encourages repayment if the one told you is not from an anonymous source.