Principle of Consistency and Commitment
Posted: Sun Jan 05, 2025 10:17 am
How many of you plan to go to the sales from day one? More than that, for sure.
Winners – Marketing Tips:
The more limited the time frame of the offer, the greater the predisposition in favor of a decision.
Time constraints combined with the vision of high demand reinforce choice behavior.
Insist on the last day of the offer.
Applied example:
I have found many examples of this attitude on hotel, ticket and clothing sales pages.
The example in this case is on the venere.com page ecuador mobile phone numbers database where we see that a call to action is made based on an offer limited in time and resources.
Example Cialdini shortage Venere
3. Principle of Authority
Authority predisposes in favor of trustworthiness and acceptance.
Using testimonials, awards, and achievements creates a positive, trusting attitude that promotes acceptance of something valuable.
It can even be applied using stereotypes such as dressing a person in a doctor's coat for a drug advertisement.
Winners – Marketing Tips:
The stronger the authority, the greater its impact in generating behavior.
Identify your target's goals and dreams. This will help you know what mirror they look at and, consequently, what they admire and respect.
The image, stereotype or person used to activate this principle must be aligned with the values and characteristics of the brand and its target.
Applied example:
On the Canva site, as soon as you enter you will see a testimonial from the Webby Awards (awards for the best sites in the world) and another from PSFK, an agency based in New York that examines consumer trends and behaviors.
Example Cialdini authority canvas
Being and appearing consistent. That's the point!
Every person has an idea of themselves and tries to maintain and demonstrate it, this is what consistency is about.
On the other hand, once we make a decision we tend to stick to it and the more public the commitment, the greater the inclination to be consistent and follow through.
Winners – Marketing Tips:
Start by activating and asking for small things, it will be easier to get commitment and also more likely that the behavior will be repeated at a later time.
If it is in writing and/or public, better.
Take advantage of every moment to “ask” for commitment, for example: if a client thanks you for your work, it is the best time to ask for a testimonial or recommendation.
Applied example:
Giving away free trials and getting customers to do small things is an effective way to build buying behavior or brand awareness.
I leave you with LinkedIn's offer to try its Premium version that illustrates this principle.
Cialdini Principle LinkedIn Commitment
Principle of Social Approval
“Monkey see, monkey do”
We are social beings and we need to feel part of a group.
The tendency to accept what others do or say as good and repeat it, or vice versa, can become “socially natural” behavior.
It's about feeling part of the pack, of the social subgroup.
On the other hand, this principle also points out the influence that knowing the criteria of our peers has on us as a way of validating something.
Winners – Marketing Tips:
The more limited the time frame of the offer, the greater the predisposition in favor of a decision.
Time constraints combined with the vision of high demand reinforce choice behavior.
Insist on the last day of the offer.
Applied example:
I have found many examples of this attitude on hotel, ticket and clothing sales pages.
The example in this case is on the venere.com page ecuador mobile phone numbers database where we see that a call to action is made based on an offer limited in time and resources.
Example Cialdini shortage Venere
3. Principle of Authority
Authority predisposes in favor of trustworthiness and acceptance.
Using testimonials, awards, and achievements creates a positive, trusting attitude that promotes acceptance of something valuable.
It can even be applied using stereotypes such as dressing a person in a doctor's coat for a drug advertisement.
Winners – Marketing Tips:
The stronger the authority, the greater its impact in generating behavior.
Identify your target's goals and dreams. This will help you know what mirror they look at and, consequently, what they admire and respect.
The image, stereotype or person used to activate this principle must be aligned with the values and characteristics of the brand and its target.
Applied example:
On the Canva site, as soon as you enter you will see a testimonial from the Webby Awards (awards for the best sites in the world) and another from PSFK, an agency based in New York that examines consumer trends and behaviors.
Example Cialdini authority canvas
Being and appearing consistent. That's the point!
Every person has an idea of themselves and tries to maintain and demonstrate it, this is what consistency is about.
On the other hand, once we make a decision we tend to stick to it and the more public the commitment, the greater the inclination to be consistent and follow through.
Winners – Marketing Tips:
Start by activating and asking for small things, it will be easier to get commitment and also more likely that the behavior will be repeated at a later time.
If it is in writing and/or public, better.
Take advantage of every moment to “ask” for commitment, for example: if a client thanks you for your work, it is the best time to ask for a testimonial or recommendation.
Applied example:
Giving away free trials and getting customers to do small things is an effective way to build buying behavior or brand awareness.
I leave you with LinkedIn's offer to try its Premium version that illustrates this principle.
Cialdini Principle LinkedIn Commitment
Principle of Social Approval
“Monkey see, monkey do”
We are social beings and we need to feel part of a group.
The tendency to accept what others do or say as good and repeat it, or vice versa, can become “socially natural” behavior.
It's about feeling part of the pack, of the social subgroup.
On the other hand, this principle also points out the influence that knowing the criteria of our peers has on us as a way of validating something.