Francisco Osorio, Flickr, CC-By-2.0
#story #socialcapital #haters #hierarchy #status #evil #frame
Persuasion Articles of the Week
Francisco Osorio, Flickr, CC-By-2.0
Tag: status
Francisco Osorio, Flickr, CC-By-2.0
Persuasion Articles of the Week
Alexey Gaponov, Flickr, CC-By-2.0
#desire #focusingillusion #reactance #enemy #choices #marketing #indoctrination #sales #motivation #socialproof #authority #Ikea #blame #mimeticconflict #status #confirmationbias
“Verbal Judo” and 10 Things You’ll Learn from George J. Thompson
People hardly ever say what they mean. Most people are driven by emotions, especially in highly-charged circumstances. Their words reflect those emotions, even if they act otherwise.
The kid (or coworker) that grumbles throughout a task — is still doing that task (even though she’s not framing it in a positive way).
The spouse, during an argument, who throws out the incorrect idea that Continue reading ““Verbal Judo” and 10 Things You’ll Learn from George J. Thompson”
Three Types of Liking: People Liking Brands (Part 2)
I decided long ago that I like Coca Cola products.
First, I enjoyed the flavor of Coke. That sweet, sweet fizz… Soon I “liked” everything the company produced. I advocated for Coca-Cola products of all varieties, even the ones I didn’t drink!
By extension, I decided I didn’t like Coke’s rivals. I avoided them, to match my new public identity.
Cognitive science has demonstrated that once someone publicly announces a position on a topic, that person rarely changes his mind. Any new evidence or challenge against that believe will backfire, causing the believer to dig in deeper.
Think about it — how many arguments have you really won? People almost never change their minds! Continue reading “Three Types of Liking: People Liking Brands (Part 2)”
Bakers Rising (My Life in Advertising, Chapter 6)
When you’re shopping, how closely do you monitor the price tags? We tend to think we’re very price-conscious. We do pay attention to price, it’s true, but there are many more factors at work.
Price is often one of the least important concerns when we find the right item.
For example, we can get generic shoes at many stores. Do you buy the cheapest shoes you can? Or do you look for something that expresses a bit about your personality? If not shoes, maybe you prefer that people use your title when addressing you. Maybe you like to see your name in lights. Maybe you drive a fancy car.
Everyone has a desire to express and elevate their status, and the right item to do that will make someone say, I gotta have this, price be damned.
Chapter 6 of My Life in Advertising, Personal Salesmanship. While Claude C Hopkins worked at Swift and Company selling the lard substitute Cotosuet to home users, the company was having a hard time selling to bakers. The price was higher than the competition.
Hopkins insisted that price has nothing to do with salesmanship, and he sets out to prove it.
Continue reading “Bakers Rising (My Life in Advertising, Chapter 6)”