Marketing Strategy

Principles of Influence for Marketing/Sales

• Aristotle (Rhetoric)
  • Logos (Logic)
  • Pathos (Emotion)
  • Ethos (Ethics)
• R. Cialdini - 6 Rules of Influence
• Reciprocation, Commitment Consistency, Authority, Social Proof, Liking & Scarcity

Reciprocation

• People generally feel obliged to return favours to them.

Commitment & Consistency

• People have a general desire to appear consistent in their behavior.
• Strong desire to commitments by providing reasons to justify them.

Social Proof

• People generally look to other people similar to themselves in making decisions.

Liking

• People  are more likely agree to brands which they like:
• Physical Attractiveness
• Common goals

Authority

• People act in an automated fashion to commands from authority, particularly to leading brands.

Scarcity

• People  tend to want brands as they become less available.