How Do We Create Successful Campaigns Focused on Behavioral Change?
Meet Dr. Robert Cialdini.
Dr. Cialdini's book on persuasion and marketing, "Influence: 'The Psychology of Persuasion,'" is a best-selling book on how to effectively create behavioral change.
There are six principals to implement.
Note: Not ALL of these principals need to be used at once.
People feel obligated to give back if they receive a gift or service first.
- Offering rebate or a free reusable water bottle (or even candy) at a community event
Note: This tactic can also be used in your social media campaigns.
People believe that things are more valuable when they are less available.
- Store closing sale
- Unique features in a home for sale
- Limited edition gardening tools
This is the idea that people follow the lead of credible, knowledgeable experts.
- Our innate desire to listen and respect someone in uniform
People like to be consistent with the things they have previously said or done.
- A parent that tells their child littering is bad will want to remain a consistent role model by also not littering
People prefer to say yes to those they like.
- People who are similar to us
- People who pay us compliments
- People who cooperate with us towards mutual goals
We also use this tactic with our social media.
By using similar pop culture devices in our social media, we are mirroring our follower's habits and seen as more likable.
People will look to the actions and behaviors of others to determine their own.
- Hotels that use a table tent in their bathrooms to state that 75% of guests reuse their towels to save water