Methods Flashcards
How can inconveniencing people improve your results?
People perceive your demand is higher when they have to work harder to work with you. Sometimes “perceived inconvenience” requires no change on the actual interaction but is useful. Ex “Call now. Operators are waiting” is WAY less effective than, “If operators are busy, please try again.”
How can similarity persuade?
People are more likely to do some action when mentioned how other people that are SIMILAR made teh choice that you’re pushing. “Customers who stayed at this room generally are neater.” The more especific, the better.
How can mentioning the negative concequences, bakcfire on you?
Don’t push for “others behave badly. You should be special and do better.” Usually that makes people feel ike doing badly is the norm, and makes them want to do bad too. “80% of the ;people litter. YOu should take care of yoru plent” = bad.
The Magenetic Middle
Make the “Magnetic Middle” very high and obviosu. Atach emotinal messages like smiley facesw when people are doing well and above average.
How to avoid decision paralysis?
Providing less choices to yoru cumstomers can 10x your sales conversaion. Avoid decision paralyss. The exception is when customers 1. Enjoy the picking experience (shopping for ice-cream) or 2. Already know what they want and are just looking for places that have it.
Give away stuff with value
If you’re giving away something for free, ALWAYS state the actual value to avoid it being devalued.
Creating a high priced product for sales
Having a superior, more expensive product will help sales of the original, lower quality product. Make sure you always want the one you plan to sell as a middle-ground.
Effective messages of fear
A message of fear is very effective, but ONLY when there’s a clear call to action attached. Fear iself causes people to block it out because they are uncomfortable.
Doing favors first
Doing favors that have no direct benefit make people feel obliged to recipricate later on. This is how Zappos does business.
Using a post-it note
If you put a post-it note(sticky note) on yoru messages, letters, surveys, you will yield MUCH better and faster results. Of course this is most effective when it has your handwriting, signature, and “Thank you,” but surprisinggly, just having a post-it note without anything on it is still more effective than a piece of paper with the type “thank you” messages attached. Use post-it notes when you want people to respond positively!
Establish the norm first, and then make them feel “special”
If a waiter gives a customer one mint, walks away, and then comes back and adds another mint, saying, “Here’s an extra one for you!” he/she can increase the tip by 23%. This way more effective than just including 2(or 3) mints at the beinning, which yeidls similar results as including 1 mint at the beginning.
Do a small part of the project first
Baseed on the reciprocation effect, if you say, “I have already done this. Can you also do this?” yields a 45% bertter result than saying, “If you do this, I will match it too.”
Favors are like wine for the giver and like bread for the receiver.
The longer it’s been, the higher value it is placed on the giver’s memory, and the lower value it is set in the receiver’s memory. It becomes more efficient if the provider says things like, “I know you will do the same in the future.” and then do a reminder when he needs a favor back, “Remember when I did this for you? How much did it help you back then?” to make them relive the feeling of being helped during that time of need.
Make people agree on a small thing first
If you can get people to agree to help you on a small and reasonable thing first, you can double the amount of people that will agree to a significant and unreasonable (like “Help us with a study where we will have 5-6 men go into your home for 2 hours go through all the cupboards and drawers to evaluate what type of products do you buy.”)
The labeling technique
If you label people to be good, they become good Luke Skywalker: “I know there’s still good in you!” William Wallace: “There is strength in you. I can see it!” “You’re different. You understand the value of marketing and loyalty programs.”
