I recently finished the book and thought I'd post the notes I took. There are some really good ideas that can be easily applied to LP's.
Asking a favor – provide a reason
"May I use the Xerox machine because I have to copy these files?" more effective than "May I use the Xerox machine?"
Accidental price double increased store's sales – perception that expensive = good
Consumers betting on odds that price reflects quality is usually rational
Contrast principle – difference between objects seems larger when compared side by side
Show most expensive item first, others seem even less expensive afterward
Reciprocation – people try to repay what has been provided for them
Favors increase buyer likelihood, even if favors are unwanted
Concession – seller backs down from something
Concession, reciprocation, and contrast in one example – Boy scout offers a $5 ticket. After being turned down, offers a $1 chocolate bar instead. More effective than starting with chocolate bar sale. Robert Cialdini bought the chocolate bar.
Make large request followed by smaller one you wanted all along – can triple response
First request must not be seen as unreasonable, though
"Well, if it is your feeling that a fine set of encyclopedias is not right for you at this time, perhaps you could help me by giving me the names of some others who might wish to take advantage of our company's great offer."
People feel more confident with situation once a final decision has been made
Retail store trick – Advertise heavily for Christmas toy, undersupply it, then supply sufficiently after Christmas. Parent has already made the commitment to buy.
Phone solicitors asking "How are you?" Response from consumer increases compliance. More effective than "I hope you are feeling well this evening."
Something is valued more the more struggle a person has had to acquire it
Outside motivators to buy something can't be too strong. Consumer must own actions and not feel bribed.
Pressure of consistency – car dealer sells car at too low a price, then finds "error" and must "fix" the price. Customer likely to stick to decision
Social proof – we decide what we think is correct based on what we see others doing and thinking
"Fastest-growing" or "largest-selling"
Likely to buy from a person based on: physical attractiveness, similar clothing, similar background, person likes you, familiarity
Sellers try to show buyer that they're both together in a cooperative effort
Car salesman "battles it out" with the boss for a better deal
Good cop/bad cop – comparison principle, reciprocity, somebody on your side
Bearer of news – people will unconsciously like you for good news and dislike you for bad news
Political speeches more agreed with during consumption of good food
Radio jingle played just before a hit song
Tupperware party game – yell "tupperware!" instead of Bingo
Authority – doctor's orders not questioned even when they don't make sense
Actor who played a doctor is highly persuasive even though viewers know he's not a real doctor. Appearance of authority is enough.
Seeming to argue against your own interests – Car dealer "You should ask more for your car. It's worth at least $3,500." Future business much more likely
Lure of potential unavailability – people are motivated more by fear of loss than thought of gain.
Telling homeowners how much money they lose from inadequate insulation more effective than telling them how much they save with proper insulation
"You can lose several potential health benefits by failing to spend only five minutes each month doing breast self-examination."
Salesman sees customer interested in a certain model – "I see you're interested in this model, and I can understand why; It's a great machine, but unfortunately we just sold our last model." Value increases. Customer asks about models in back room. "Well, that is possible and I'd be willing to check. But do I understand that this is the model you want and if I can get it for you at this price, you'll take it?"
Scarcity principle invoked 3 times in 5 words – "Exclusive, limited engagement ends soon!"
Asking a favor – provide a reason
"May I use the Xerox machine because I have to copy these files?" more effective than "May I use the Xerox machine?"
Accidental price double increased store's sales – perception that expensive = good
Consumers betting on odds that price reflects quality is usually rational
Contrast principle – difference between objects seems larger when compared side by side
Show most expensive item first, others seem even less expensive afterward
Reciprocation – people try to repay what has been provided for them
Favors increase buyer likelihood, even if favors are unwanted
Concession – seller backs down from something
Concession, reciprocation, and contrast in one example – Boy scout offers a $5 ticket. After being turned down, offers a $1 chocolate bar instead. More effective than starting with chocolate bar sale. Robert Cialdini bought the chocolate bar.
Make large request followed by smaller one you wanted all along – can triple response
First request must not be seen as unreasonable, though
"Well, if it is your feeling that a fine set of encyclopedias is not right for you at this time, perhaps you could help me by giving me the names of some others who might wish to take advantage of our company's great offer."
People feel more confident with situation once a final decision has been made
Retail store trick – Advertise heavily for Christmas toy, undersupply it, then supply sufficiently after Christmas. Parent has already made the commitment to buy.
Phone solicitors asking "How are you?" Response from consumer increases compliance. More effective than "I hope you are feeling well this evening."
Something is valued more the more struggle a person has had to acquire it
Outside motivators to buy something can't be too strong. Consumer must own actions and not feel bribed.
Pressure of consistency – car dealer sells car at too low a price, then finds "error" and must "fix" the price. Customer likely to stick to decision
Social proof – we decide what we think is correct based on what we see others doing and thinking
"Fastest-growing" or "largest-selling"
Likely to buy from a person based on: physical attractiveness, similar clothing, similar background, person likes you, familiarity
Sellers try to show buyer that they're both together in a cooperative effort
Car salesman "battles it out" with the boss for a better deal
Good cop/bad cop – comparison principle, reciprocity, somebody on your side
Bearer of news – people will unconsciously like you for good news and dislike you for bad news
Political speeches more agreed with during consumption of good food
Radio jingle played just before a hit song
Tupperware party game – yell "tupperware!" instead of Bingo
Authority – doctor's orders not questioned even when they don't make sense
Actor who played a doctor is highly persuasive even though viewers know he's not a real doctor. Appearance of authority is enough.
Seeming to argue against your own interests – Car dealer "You should ask more for your car. It's worth at least $3,500." Future business much more likely
Lure of potential unavailability – people are motivated more by fear of loss than thought of gain.
Telling homeowners how much money they lose from inadequate insulation more effective than telling them how much they save with proper insulation
"You can lose several potential health benefits by failing to spend only five minutes each month doing breast self-examination."
Salesman sees customer interested in a certain model – "I see you're interested in this model, and I can understand why; It's a great machine, but unfortunately we just sold our last model." Value increases. Customer asks about models in back room. "Well, that is possible and I'd be willing to check. But do I understand that this is the model you want and if I can get it for you at this price, you'll take it?"
Scarcity principle invoked 3 times in 5 words – "Exclusive, limited engagement ends soon!"
