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.