CHAPTER 5 Tools of Mass Influence: The Mental Triggers Flashcards
What is the Product Launch Formula (PLF)?
A training method for launching products effectively.
What was the initial reaction to the Product Launch Formula after its release in 2005?
People achieved amazing results, surprising the business community.
What did experts predict about the success of PLF?
They believed it would fade once the tactics became widespread.
Has the effectiveness of PLF declined since its inception?
No, results have continued to improve over time.
What are mental triggers?
Factors that influence how we act and make decisions at a subconscious level.
Why do mental triggers continue to be effective?
They are rooted in the core of our psyche and unlikely to change.
What role do mental triggers play in a product launch?
They form the cornerstone of a successful product launch.
What is the mental trigger of authority?
The tendency to follow those in positions of authority.
How can authority be created in marketing?
By sharing high-quality content and showcasing accomplishments.
What is reciprocity?
The obligation to return a favor when something is given.
How does reciprocity function in a PLF-style launch?
By giving valuable content during the Prelaunch to create a tendency to reciprocate.
What is the importance of trust in marketing?
It is crucial for influencing decisions and building relationships.
How can trust be established over time?
Through repeated interactions that demonstrate reliability and honesty.
What is anticipation in the context of marketing?
The excitement and expectation that builds before a product launch.
How does anticipation relate to scarcity?
People desire things more when they perceive them as limited in availability.
What is the likability mental trigger?
The preference to do business with people we like.
How can one increase their likability?
By being gracious, kind, generous, and honest.
What is the significance of events and rituals in marketing?
They create a sense of community and engagement, making marketing magnetic.
What role does community play in influencing behavior?
People act according to the norms and expectations of their community.
True or False: The Product Launch Formula is only effective for a short period.
False.
Fill in the blank: The success of PLF is due to both _______ and timeless strategies.
evolving tactics
What lesson did the author learn about authority from a traffic situation?
Creating authority can be as simple as using a flashlight.
What is the ultimate goal of using mental triggers ethically?
To create tremendous value in the world.
What is the significance of sporting events in marketing?
Sporting events can be peak experiences that transform marketing results.
What is a powerful mental trigger in marketing?
Community
How does community influence individual behavior?
People act according to the norms of their community.
What can you build during a product launch to enhance community engagement?
An online community
What is scarcity in the context of marketing?
The perception that something is limited, increasing its desirability.
Why do people value items like diamonds more than other stones?
Due to their scarcity and difficulty in obtaining.
What effect does scarcity have on consumer decision-making?
It forces people to make decisions quickly.
When do significant sales typically occur during a product launch?
In the last 24 hours.
What is social proof?
The idea that people are influenced by the actions of others.
Give an example of social proof in action.
Choosing a restaurant based on the number of cars in the parking lot.
How can social proof be utilized in a product launch?
By showcasing comments and excitement about the product.
What is the relationship between trust and authority?
They are closely linked; authority builds trust.
How can mental triggers be made more effective?
By layering and sequencing them in marketing.
What is a key advantage of a PLF-style launch?
It allows for the use of multiple mental triggers.
What is the first step in the Prelaunch sequence?
Sharing a powerful piece of content.
What triggers can be activated as the Prelaunch progresses?
Social proof, likability, trust, and scarcity.
What is the Pre-Prelaunch?
The component that sets up for massive success in a launch.
Fill in the blank: Community norms govern how members are expected to _______.
act
True or False: Scarcity is only effective if there is a real shortage of the product.
False
What is one of the key objectives in marketing related to decision-making?
To push people to make a decision.
Fill in the blank: The perception of _______ motivates people to desire products more.
scarcity
What happens when multiple triggers are layered effectively in marketing?
The effect is exponentially more powerful.
