As a kid, I was skeptical when my mother gave me something green and ugly to eat. It took much more than sticking it on my plate and saying “eat this” to get me to comply. I needed a valid reason or compelling consequence.
I came across an article recently that discussed six principles of human persuasion and how we, as marketers, can use them to get consumers to buy our brands or ‘join our cause’. These principles were very credible and familiar to me not just as a marketer but because these were the same tactics of persuasion used by my mother.
I suddenly remembered how she’d convinced me that my homemade jeans were way cooler than the premium ’Jordache look.’ – no small task given I was surrounded by a bevy of popular girls in tight jeans with cool swirly logos on their back pockets. I realize now my mother was more than a resourceful housewife who could create a Jell-O mold out of just about anything…She was a natural marketer.
Let me illustrate how these principles can be used by Marketers as well as how they were vastly used by my Mom (and probably yours too)…
Persuasion Principle
Marketer Speak
Mom Speak
We are motivated by rewards
“Buy five sandwiches, get your sixth one free”
“If you finish your meatloaf, you can stay up and watch The Osmonds”
We fear negative consequences
“There are millions of germs lurking in your kitchen that will make your family sick – wipe out germs with (brand) anti-bacterial spray”
“If you keep making that awful expression, your face is going to get stuck like that.”
We trust the experts
“Recommended by dermatologists”
“Mr. Rogers says it’s okay to have a bad day.”
We are drawn to the familiar
“It’s the same (product) you grew up with and now your kids can too.”
“We’ll have Coke and Twinkies at our new house too.”
We fear deprivation
Next to an item in your shopping cart at Overstock.com:
“Only 2 left.”“You better eat now, there might not be anything left later.”
We want to fit in
“80% of consumers
prefer (brand)”“All of the other girls are wearing pretty dresses. Don’t you want to wear a pretty dress too?”
These principles can be used to analyze your brand’s current situation as well as that of your competitors.
Which are being used in your category currently? Which would your target be most receptive too? Which are your competitors using or not using? Is there white space in relation to this?
And yes, my mom continues to use them too (mostly on her grandchildren).
May 17th, 2008 at 7:15 am
Two principles that I can’t help but notice crucially missing here are the almighty “guilt” and “implied disappointment” principles. These are best illustrated by and the ever popular “Don’t worry, I’ve just worked on this meal all day” and the not to be forgotten “I just [looks away, sullen] thought I could trust you to make good decisions”. I must say, there is undeniable power behind the subtle and guilt laden. Now just imagine if we could somehow translate the motivational qualities of guilt and embarrassment into brand messaging…
May 23rd, 2008 at 9:06 am
I agree Caitlin - and didn’t the Lance Armstrong bracelet play nicely on guilt and shame.
I know the ‘disapointment’ line always managed to produce a lump in my throat as a teenager, much more powerful than any revoked privileges or screaming matches