Yes! 50 Scientifically Proven Waysto Be Persuasive
Inconvenience the audience by creatingan impression of product scarcity
. It’s thefamous change from “Call now, theoperators are standing by” to “If the line is busy, call again”, that greatly improved thecall volume by creating the impression thateverybody else is trying to buy the same product.
Introduce herd effect in highlypersonalized form
. The hotel sign in the bathroom informed the guests that many prior guests chose to be environmentallyfriendly by recycling their towels. However,when the message mentioned that majorityof the guests who stayed in this specificroom chose to be more environmentallyconscious and reused their towels, towelrecycling jumped 33%, even though themessage was largely the same.
Ads quoting negative behavior en massereinforces negative behavior
. PetrifiedForest National Park A/B tested twoversions of a sign imploring people not tosteal pieces of petrified forest from the park.One mentioned large amounts of petrifiedforest taken away on an annual basis, theother one simply asked the visitors not toremove petrified wood. The first oneactually tripled the theft ratio as it showedstealing petrified wood as somethingcommonplace. Same effect was observedafter airing an ad that implored women tovote, but mentioned that 22 million singlewomen did not vote last year. That kind of information actually portrays not voting asmore socially acceptable.
Avoiding magnetic middle
. A Californiasurvey measured energy usage of aneighborhood on a week-by-week basis.When the average electricity consumptionfor the neighborhood was calculated,researchers sent thank-you cards to thoseusing the energy conservatively, and a nicereminder to perhaps conserve to those whoused electricity liberally. Net effect? Why theliberals tried to cut down on unnecessaryenergy usage, the conservatives, finding outthey’re way below average, suddenly becameway more liberal with their energy usage,which actually increased the amount of energyused by the neighborhood. Proposed solutionthat worked? Sending a smiley face card toconservatives with a request to keep doingwhat they were doing, instead of pointing outthey were at the right end of the bell curve.
Too many options necessitate selection, andhence frustration, when brain decides it’sunnecessary work
. The example here is given by a company that manages retirement fundsfor other companies, and hence has access toretirement information of 800,000 employees.When employees were offered a choice of 2funds, roughly 75% signed up for a retirement program. When the number of funds wasincreased to 59%, even though qualitativelythis was a better deal for employees, only 60%decided to sign up. When
Head & Shoulders
brand killed off 11 flavors of the shampoo,leaving only 15 on the market, the sales rose10%.
Giving away the product makes it lessdesirable
. Researchers gave one group of people a picture of a pearl bracelet and askedto evaluate its desirability. Another group of people was given the same task, but prior tothat was shown an ad, where the same braceletwas given away for free, if you bought a bottleof expensive liqueur. Second groupconsidered the bracelet much less desirable,since mentally a lot of potential buyers (35%of them to be exact) shuffled the bracelet onto“trinkets they give away for free” shelf in their brain.
A more expensive product makes the oldversion look like a value buy
. An examplehere is a Williams-Sonoma bread maker. After an introduction of a newer, better, and pricier version, the sales of the old unit actuallyincreased, as couples viewed the new item as“top of the line”, but old product was all of asudden reasonably-priced, even though a bunch of features were missing.