Convey scarcity, authority in campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 03, 2021, 2:14 AM GMT+0

Following up on offers and commitments can help brands become consistent and build consumer trust.

Incorporating psychological principles of persuasion like scarcity, reciprocity, social proof, authority, and consistency into the mix can help brands augment marketing campaigns. Borrowed from Dr Robert B. Cialdini’s book “Influence”, these principles allow brands to influence purchasing decisions and drive sales.

Marketing products as scarce and through limited-access or time-bound campaigns can help brands increase the desirability of the products and prompt prospects to buy. Offering free valuable content that nurtures prospects can make them inadvertently obligated to reciprocate, and perhaps even convert them into paying consumers.

Displaying social proof like reviews and testimonials that are aligned with consumers’ pain points further helps brands build deep emotional connections and boost sales. Using testimonials or titles like “Experts”, “CEO” to convey authority and improve marketing campaigns.

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