Ca$hvertising

What can you give away to start the reciprocation ball rolling? I’m not talking about some junky little trinket, like a cheap key ring featuring your logo and phone number. You want to give something of value. Something that makes your recipient think, “Hey, wow, wasn’t that thoughtful?”

Mr. Lexus Salesman tells you. “Because as a realtor, buying that hot new Lexus will make you look more successful to your homebuyers, and they’ll be far more likely to list their houses with you. They’ll think, ‘She must be selling homes...how else could she afford that new Lexus?’”

If seeking aspirational group influence—people your prospects aspire to be similar to—you must make sure your prospects can easily identify with them.

In addition, research has shown that well-written examples, (1) relate more closely consumer’s personal experiences, and (2) are easier to comprehend because they require less mental effort to

Principle #6: The Transtheoretical Model—Persuasion Step by Step

4. Reciprocation: What goes around comes around...profitably! 5. Commitment/consistency: The “Four Walls” technique. 6. Scarcity: Get ’em while they last!

trick. Sure, the stats are nice to know, but when it comes to making the cash register go ka-ching, you should always place your money on the example. Why? In a word: emotion, the key to sales.

and protection of loved ones; and social approval). 2. The strongest advertising appeals are based on these eight basic wants. 3. The most effective way to create an appeal based on these eight wants is to write ad copy that causes your prospects to visually demonstrate your product or service inside their heads, sufficiently enough to build desire

Liking says, in effect, “Because you like me, you should do as I say: BUY!” This potent cue applies whenever a consumer feels a connection with a representative of a company, the characters or personalities in an ad, or another user of the product.