In addition to altering behavior with images , we found that words can have a similar effect . Consider a research study for introducing a new soft drink to the market — admittedly not a simple feat with the megacola companies already dominating store shelves . We tested consumers ’ affinity for trying new products by posing an introductory question in two different ways . First , we asked a group of consumers if they would be interested in trying the new product , positioned as a brand new soft drink that had never before been on the market . Those who responded positively would submit contact information and a free sample would be sent to them . This approach scored a respectable 30 percent conversion rate .
In the second approach , we asked a simple question at the top of the marketing material : “ Are you an adventurous person ?” The ad went on to describe the product and free sample offer in much the same way as in the first approach . But that simple challenge question dramatically improved consumers ’ responses : the conversion rate for this approach nearly doubled that of the first , scoring a whopping 55 percent positive response rate .
done — an approach that stemmed from a feeling of collaboration rather than contentiousness .
One person that does this better than anyone is the business tycoon Warren Buffet , who in many of his letters to shareholders will issue a “ mea culpa ,” taking responsibility for some mistake he has committed during the previous investment period . The effect of such a disarming statement is to immediately instill a sense of trust in the reader , as in , “ If he is admitting to his mistake up front , he must be an honest guy .” Once he has connected with his reader in this humbling way , Buffet could practically sell his reader the next Brooklyn Bridge .
The takeaway from my research is that advertisers and other businesspeople are missing out on a golden opportunity : those critical moments before you actually deliver your message . Everyone with something to sell — and that ’ s all of us , frankly — should invest in some simple research to see what messages motivate our customers to buy . Would a change in your website background images do the trick ? A new headline for your advertising campaign ? What kind of trigger words , images and situations do the best job in getting your prospective customers to convert ?
A third way of communicating information prior to the introduction of your message is through context . For this example , a French experiment was conducted in which an attractive male approached a woman walking through a shopping mall and boldly asked for her phone number to arrange a date for some future time . This gentleman didn ’ t score too badly on this task , with around 13 percent of women offering their phone numbers when the invitation took place in front of an ordinary clothing boutique or shoe store . But would his results improve when the request was staged in front of one of the most romantic of shops — a flower store ? You guessed it . Our tester received phone numbers from 24 percent of the women he asked in this scenario , nearly double that of the first scenario . Essentially , the study found that even a hint of romance can beat risk under the right circumstances .
I experienced this effect firsthand some years ago when approaching a contract renegotiation with a particularly thorny vendor . As usual , the meeting was slated to take place at the vendor ’ s office with groups in attendance from each of our two companies . Arriving early for the meeting , I made one simple change that dramatically altered the tenor of the meeting from contentious to cooperative . What was that change ? Rather than our team sitting in a row on one side of the table , leaving the opposite row for the vendor ’ s team , we alternated seating , leaving spaces available for them in between our own chairs . What resulted was a complete sea change in how we worked together to get the job
The answer will be different for every business , but it ’ s worth it to spend some time trying to unlock the code that works best for yours . And while you ’ re doing so , here ’ s another tip . In vetting your next campaign idea , ask your co-workers for their advice , not their opinion . That small change in wording will suggest collaboration and teamwork rather than essentially asking your colleague to turn inward to formulate a response . In working together to brainstorm and experiment with new marketing ideas , you can hone your skills of “ pre-suasion ” and soon see some very real results — right on your bottom line . .
Dr Cialdini
Dr Cialdini is CEO and President of INFLUENCE AT WORK ; focusing on ethical influence training , corporate keynote programs and the CMCT ( Cialdini Method Certified Trainer ) program . Dr Cialdini ’ s clients include such organizations as Google , Microsoft , Cisco Systems , Bayer , Coca Cola , KPMG , AstraZeneca , Ericsson , Kodak , Merrill Lynch , Nationwide Insurance , Pfizer , AAA , Northern Trust , IBM , Prudential , The Mayo Clinic , GlaxoSmithKline , Kimberly- Clark , Harvard University – Kennedy School , The Weather Channel , the United States Department of Justice and NATO .
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