Over the last year, I’ve become more interested in the psychology of decision-making. In other words, (a) how do our basic psychological needs influence the decisions we make and (b) are there ways to adjust our communications and marketing strategies to take advantage of these needs.
The best book I’ve read on this subject is Influence: The Psychology of Persuasion by Robert Cialdini. In it, he identifies six “weapons of influence” that can be used to increase compliance with your requests.
These are extremely valuable weapons whether you are trying to convince someone to purchase your product or an convince an advocate to take action in support of your cause.
Brian Martin, the Founder and CEO of Brand Communications, expands that list to 10 in a recent issue of Advertising Age. “Fortunately,” he writes, “when it comes to identifying what people want, we aren’t particularly complex. Direct your actions toward meeting as many as possible, and your brand will grow exponentially.”
Filed under: Advocacy, Grassroots, Marketing | Tagged: ad age, Advertising Age, brand communications, branding, brian martin, Grassroots, influence, joe lamountain, joseph lamountain, psychology, robert cialdini, Sigmund Freud, sparklight communications |