Using the Influence Principles in your Radio Advertising- The Law of Likeability

In an experiment conducted using an office stationery wholesaler, two salespeople, both the leading salesperson for their respective branch, rang a list of 50 current clients each, using an identical phone script and both presenting an identical offer. However, one of the salespeople sold the offer to 40 clients the other to only 11. Why? Because one of the salespeople had a pre-established relationship with the clients. The other salesperson also talked to pre-existing clients of the business,

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Using the Influence Principles in your Radio Advertising- The Law of Consistency

THE PRINCIPLE OF COMMITMENT AND CONSISTENCY STATES THAT WE ARE DRIVEN TO REMAIN CONSISTENT IN OUR ATTITUDES, WORDS, AND ACTIONS. SO, WHEN WE ARE LED TO MAKE A COMMITMENT OF SOME KIND - TO GO ON RECORD, TAKE A STAND OR MAKE A DECISION - THERE IS AN URGE TO REMAIN CONSISTENT WITH THAT ORIGINAL COMMITMENT LATER ON. Consistency makes thinking easy because there’s little thinking needed. Make up your mind about something once, and you never have to think about it ever again. Faced with new situatio

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Using the Influence Principles in your Radio Advertising- The Law of Social Proof

THE PRINCIPLE OF SOCIAL PROOF, OR CONSENSUS, IS FASCINATING IN RELATION TO HOW MUCH IT INFLUENCES OUR BEHAVIOUR. WHAT TESTS HAVE PROVEN IS JUST HOW MUCH OF OUR BEHAVIOUR IS DICTATED BY WHAT WE PERCEIVE EVERYBODY ELSE IS DOING. You see, most of us are imitators in most of what we do. We look to others for guidance, especially when we’re uncertain about something. We ask, “What do others think about this? What do others feel? What do others do?” Then we act accordingly.

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Using the Influence Principles in your Radio Advertising- The Law of Reciprocation

ONE OF THE FIRST THINGS WE LEARN AS CITIZENS OF OUR CULTURE IS THE PRINCIPLE OF RECIPROCATION. IF YOU INVITE ME TO A PARTY, THEN I SHOULD INVITE YOU TO ONE OF MINE. IF YOU REMEMBER MY BIRTHDAY WITH A GIFT, THEN I SHOULD REMEMBER YOURS TOO. If you do me a favour, I owe you a favour. People say yes to those they owe. Every member of every human culture is trained by this rule. We must not take without giving in return. The formula for using the Rule of Reciprocation to your benefit is simple: Giv

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Using the Influence Principles in your Radio Advertising- The Law of Scarcity

THE PRINCIPLE OF SCARCITY SUGGESTS THAT PEOPLE WANT MORE OF THOSE THINGS THEY ARE TOLD THEY CAN’T HAVE. As humans, we have a strong desire for what we can’t have. We love to retain our freedom of choice, so when we are told that our freedom of choice may soon be disappearing we are more inclined to act. We want things more when we learn that they are scarce - available only in limited quantities and for a limited time.

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