| September
16, 2008
Important Principles Of Influence
Interview
with Robert Cialdini, author of
Influence
| Mike
Carruthers:
When you know the principles of influence, persuading
people becomes a lot easier.
Robert
Cialdini:
So for example: scarcity. People want more of those things
that they can have less of. Robert
Cialdini, author of the book Influence,
just out in its fifth edition… You
recall what went on this past year with Iphone and Wii. Lines around stores, people
in sleeping bags, waiting to get at this product. Because they knew there wasn't
enough of them to go around and scarcity confers value. People
are often influenced by the cost of something. If
something is expensive, it typically means that it's more valuable. The scotch,
Chivas Regal is a famous example of this. For a long time it was a moderately
priced scotch. Some advertising executives came in and said we're going to do
one thing, we're going to raise your price to the top of the market - and sales
skyrocketed. People
are often influenced by someone in authority. We
often follow the lead of authorities even when it makes no sense. Remember those
commercials on TV? "I'm not a doctor, but I play one on television".
Those commercials sold the product even though the actor was no real authority. At
somethingyoushouldknow.net
I'm Mike Carruthers and that's Something You Should Know.
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