A mind map; N must-read reasons; manual scanning of the main content of the book, refining the key points, golden sentence dry goods.
With you, in fragmented time, read a book in 10 minutes. ——Small Recommendation (Chief Book Recommendation Officer)
Where do you go to play on May Day? What, haven't grabbed a ticket yet? It's okay, then study at home with Xiao Zhan.
This time the book we recommended is not the same, this book does not systematically explore the advertising industry, nor does it teach everyone how to write a good copy of the sale, but it gives everyone an in-depth analysis of the underlying reasons why a sales pitch and a wave of advertising can affect consumer behavior. This book is Robert Ciodini's Influence, a book that discusses the art of persuasion.
Robert Theodini is a world-renowned authority on persuasion and influence research, known as the "Godfather of Influence", and has provided influential research and training for Fortune 500 companies such as Google, Microsoft, and Coca-Cola. Based on years of research and observation, Ciodini explains in detail in the book Influence how the six principles of "reciprocity, commitment and consistency, social identity, preference, authority, and shortage" affect our perceptions and behaviors.
Different from other highly specialized theoretical books, the book gives a large number of examples of personal stories, current affairs news, scientific experiments and advertising and marketing cases, vividly and interestingly telling the reasons and applications of the 6 major theories. Because of its professionalism, fun, and practical nature, the book was selected by Fortune magazine as one of the 75 smartest books to read.
Well, without further ado, the small benches are all laid out, and the essence of the book is scanned with the small recommendation.
Tips: At the end of the article, there is also a super essence of the whole book mind map, not to be missed!
<h1 class="pgc-h-center-line" data-track="10" > the first and sixth principles! Let you better understand the whole process of mass consumption behavior</h1>
Robert Theodini believes that in fact, everyone has a tape in their head, and just choosing the right words or actions can trigger it and become an influential weapon for others to persuade us. He used 6 principles to generalize and explain this method of persuasion.
<h1 class="pgc-h-center-line" data-track="13" > principle one: reciprocity</h1>
Please think about it, if a (half-baked) friend gives us a birthday gift, do we immediately have a feeling of trembling, thinking that we must also give gifts on the other person's birthday. This mentality and behavior is summed up by Theodini as the "principle of reciprocity"—if someone is kind to you, you should reciprocate it.
As for why there is such behavior? Theodini also explains from a psychological point of view: "Some people who do us a favor uninvited can make us feel indebted." In order to weaken this sense of indebtedness, we develop a sense of responsibility for returns. ”
Under the influence of the principle of reciprocity, people will easily agree to a request that they will refuse when they are not in debt. Human societies also gain an important competitive advantage from the principle of reciprocity, so they train their members of society to make them believe in and obey it:
We all know that following this principle will be recognized by society, and those who do not follow the principle of reciprocity will be labeled as swindlers, ungrateful, treacherous, etc., because people will generally have a sense of disgust for those who only know how to take and do not know what to return.
At the same time, there is another application of the principle of reciprocity – the "reject-back" strategy: if someone makes concessions to us, we are obliged to make concessions.
You first make a relatively large request that I will most likely reject, and then, when I reject the request, you make a smaller request that you are really interested in. If you can make the second request skillfully, it will make me think that the second request is a concession you made, and thus make me feel obligated to make the corresponding concession.
I immediately thought of a hyper-practical application! When you want to ask the object of your choice to eat, you may wish to ask the other party to climb a mountain together (Zhang Dongsheng warns); TA will most likely refuse because the climbing is time-consuming and laborious, then you push the boat along the water to invite dinner, A is likely to agree. Because of your concessions, it is embarrassing for him to refuse a second time, and compared to climbing the mountain, how easy it is to have dinner together!
The typical application of the principle of reciprocity in the advertising and marketing world is the "free strategy". The free trial of the product is essentially a gift, so it can also use the power of the principle of reciprocity to release the natural power of the gift itself that makes people feel indebted.
The most common place to offer a free trial is a supermarket. There, customers can often taste a small piece of fruit or stand a small piece of meat: "Many people find it difficult to throw away the toothpick and turn away if they accept the free tasting food handed by the smiling staff member. As a result, they tend to buy a little bit of something, even if they don't particularly like the commodity. ”
Isn't that what online reading apps are? Let you read a few chapters for free first, and then you will find out that the later chapters are paid for. At this time, do you pay or not pay?
Similar cases are numerous in the marketing circle, where consumers will fall into the "free trap" laid by marketers if they are not careful. It is no wonder that many people say, "Free is the most expensive.".
<h1 class="pgc-h-center-line" data-track="29" principle two >: commitment and consistency</h1>
The principle of commitment and consistency means that once we make a decision, or choose a certain position, there are personal and external pressures that force our words and actions to stay with it. Because:
Consistency is often self-beneficial, and inconsistencies are often considered a bad conduct.
Consistency is also a shortcut to our busy modern life, and when we make a commitment to something, we don't have to think about it anymore.
Thoughtful conclusions may not be welcome, so consistency also allows us to escape the unsatisfactory results of thinking and become a fortress for us to avoid our troubles.
However, under the influence of the principle of "commitment and consistency", we often make some objections against our will. (Although there are many "true incense" moments in real life, most people are still more willing to match words and deeds to protect the whole face)
In the book, Ciodini also summarizes four ways to keep people consistent with words and deeds:
Here we go into the "written statement" and "more effort" in it.
Written statement - I don't know if when everyone is eating out, have you been strongly built (to) discuss (ask) to write down the restaurant reviews on the review website? Anyway, the old good man xiao recommend often encounters this situation. Whenever I racked my brains to think about how to praise the dishes, I unconsciously "hypnotized" myself: this restaurant is really delicious! So much so that the next time a friend visits, I will bring them to this restaurant.
Ciodini also wrote about the phenomena he observed in the book:
Big companies like Procter & Gamble and General Foods often launch essay contests that are "less than 25, 50, or 100 words." These competitions require participants to write a short personal statement that begins with "Why I like it" and then vigorously toutses some of the company's merchandise... The result is that thousands of people have witnessed a commodity in writing, and then they all feel a wonderful impulse that makes them unconsciously believe what they are writing.
How to protect yourself? The old man gave everyone a wake-up call – even for some seemingly insignificant requests, we must remain vigilant.
Pay more effort - think of a luxury brand at the beginning of an H on the distribution of 1:1.5, special goods to order in advance and wait for three or five months, even if the purchase steps are so cumbersome, but there are still consumers willing to eat, why? Ciodini tells us that the more effort it takes to fulfill a promise, the greater the impact of that promise on the promisee. Therefore, cumbersome purchase steps will only deepen consumer loyalty to luxury brand H.
What are the specific practical cases of "the public's eyes" and "becoming an inner choice"? There is a wonderful discussion in the book, let's take a look!!
<h1 class="pgc-h-center-line" data-track="46" > principle three: social identity</h1>
Sitcoms always include pre-recorded canned laughter, and while audiences don't like it, TV production companies have enjoyed it for years because canned laughter makes viewers think the show is more interesting. Behind this is the principle of "social identity" at work.
The social identity principle holds that one of the criteria for people to make judgments about right and wrong is to see what others think. Once there is recognition, it will unconsciously produce the same words and deeds as others. Just like some shops will find childcare queues and set up atmosphere groups, in a sense, they are using "social identity" to influence everyone's judgment.
How can this "social identity" be maximized? There are two tricks --
Increased uncertainty: In general, when we lack confidence in ourselves, when the situation is not very clear, when uncertainty prevails, we are most likely to accept and reference the behavior of others.
Increase similarity: We tend to emulate people who are similar to us, not different from us. It is for this reason that advertisements made by ordinary people on TELEVISION have gradually become popular. Advertisers know that an effective way to sell a product to a general audience (who constitutes the largest potential market) is to prove that other "ordinary people" like and use the product.
Thinking like this, inviting people of different sizes to star in advertising films inside and outside, in addition to conveying the brand concept of "micro and full, no points for you and me", in fact, it is also telling consumers: Look! Plain people can wear our underwear can also be so confident, so beautiful!
The author also reminds us that this way of referencing the behavior of others also has a negative impact – the phenomenon of "pluralistic ignorance", that is, when the situation is not very clear, when we refer to the behavior of others, others are likely to refer to our behavior. This phenomenon is especially evident in emergencies, such as the Ginovisi incident in New York, USA: a girl was attacked by thugs on the street, and many onlookers did not call the police and come forward to help, and finally the girl died. The reason: onlookers think that someone else may have called the police, and take it for granted that no big thing will happen if others are watching so calmly.
At the end of the chapter, Theodini also reminds us very seriously: when encountering key problems, we must learn to weigh them personally! (Knock on the blackboard)
<h1 class="pgc-h-center-line" data-track="58" > principle four: preferences</h1>
People are always willing to agree to the requests of people they know and love, and everyone should understand this truth! There are generally several reasons for making people feel good:
Attractiveness of appearance: People will subconsciously think that good looks = good character.
Similarity: People like people who are similar to themselves, such as similarities in their growing environment, preferences, etc.
Compliments: People are more likely to like people who praise them.
Contact and cooperation: People will prefer what they are familiar with. Therefore, letting someone touch something more may win his favor.
Association: Good things give good associations, and bad things do the same.
The most common use of the principle of preference in marketing is celebrity endorsements. Fans of a certain star will love the products or brands introduced and used by the star. Now that there are so many celebrity marketing, it can be seen how attractive the principle of preference is!
<h1 class="pgc-h-center-line" data-track="68" principle five >: authority</h1>
Many people rely on experts because of the sense of respect for authority in their hearts. In the book, Ciodini recorded a real case of a nurse blindly following the attending doctor, resulting in a 12% probability of hospital prescribing the wrong medicine, as a warning to everyone: authoritative people can bring benefits, but also easy to lead to blind obedience.
The worship of authority also has many manifestations in advertising and marketing, and the most direct negative case is the counterfeit pharmaceutical advertisement in the name of an expert, and the "connotation" advertisement that looks very authoritative, but has not appeared.
The reason why these "authoritative" people can be trusted is nothing more than mastering these three major disguise techniques, that is, the three most typical symbols of authority:
Titles: Sometimes titles are more influential than the owner of a title.
Clothing: It is more difficult for people who refuse to dress in authoritative clothing, such as suits and uniforms.
External signs: Delicate and expensive items are more respected, such as jewelry cars.
<h1 class="pgc-h-center-line" data-track="76" principle six >: shortage</h1>
"The fewer opportunities, the higher the value" is the general public perception, which, together with the idea that "resistance may be lost", plays an important role in the decision-making process, which is the deep psychological reason for the "shortage" principle. The "limited quantity" strategy and the "deadline" strategy are the most direct applications of the "shortage" principle, which prompts consumers to buy quickly by telling consumers that a certain commodity is in tight supply and that there is a time limit.
The old man also wrote in the book when the "shortage" principle has the greatest impact on people:
People have a stronger sense of what has recently become scarce than there has been a shortage.
Competition can make limited resources more important and irritating.
The shortage principle is well applied in today's marketing world, such as starbucks cat's claw cups that made people "hit the punch" in previous years, and more and more brands choose to launch seasonal limited products.
Don't say, Kaifeng dish quickly return my favorite tender beef five square, pastoral crisp chicken burger!!
<h1 class="pgc-h-center-line" data-track="85" >2, article essence, whole book mind map, quick save! </h1>
<h1 class="pgc-h-center-line" data-track="89" >3, written at the end</h1>
Published in 1986, more than 30 years later, these six principles seem to be outdated, because they all talk about the deepest and most instinctive psychological motivations of human beings.
The author mentions many times in the book that the reasons why people fall into the trap ultimately stem from everyone's desire to take shortcuts. However, the author does not criticize this idea, but believes that this is the basis for the rational operation and development of society. The author criticizes the use of these principles to harm the behavior of others.
Therefore, At the end of each chapter, Ciodini writes a paragraph "How to protect yourself", which is also very cute, and it can be summarized as follows:
Understand how impact weapons work, stay on high alert, and be quick to identify and resist if someone tries to use them.
Maintain the ability to think, analyze and then make a decision based on the actual situation, and ask yourself what your purpose was in the first place before making a decision.
After reading this book, the biggest feeling of Xiao Zhan is the above two articles. The world is becoming more and more complex, and many times our reactions are based on previous experience, a single trigger action. There's nothing to criticize about our brain habits of being lazy, but this book is a wake-up call: laziness is okay, but it's also about keeping your own thinking. This is what Xiao Jian wants to share with you most.
Well, this book recommendation is here, I hope that everyone's collection, comments, and likes will continue to brush up! I also want to recommend what books to read, leave a message in the comment area!
Next Preview:
After May Day, Xiao Zhan will lead everyone to learn the "Creative Ways of 32 Advertisers" and unveil the mystery of the madmen of advertising. From David Abbott to Neil French, creative gurus are not only well versed in copywriting, but also adept at understanding people's hearts and understanding the laws of business. In addition, the master also shared many personal real life experiences, those bohemian life deeds and ghosts are so wonderful that people clap and laugh.
Author: Xiao Jian
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