SIX PRINCIPLES OF PERSUASIVE MARKETING ARE OPEN TO ALL – 3 OBSERVATIONS Telling your target market that you exist – building awareness – is important, but it is very often not enough. People rarely buy just because they are aware of a product. Branding can, of course, help to encourage purchase by enhancing perceived value […]

SIX PRINCIPLES OF PERSUASIVE MARKETING ARE OPEN TO ALL – 3 OBSERVATIONS Telling your target market that you exist – building awareness – is important, but it is very often not enough. People rarely buy just because they are aware of a product. Branding can, of course, help to encourage purchase by enhancing perceived value in the product. Again, however, communicating a brand message is often not enough to persuade consumers to purchase. There are six commonly recognised tools that can be readily applied to persuade consumers to behave in a manner consistent with organisational commercial or strategic objectives. The first three of these tools are: reciprocity authority social proof Reciprocity is all about giving something to get something. A commonly cited example of reciprocity involves the waiter in a restaurant giving the customer a complimentary wine – in the hope that this might influence the size of the tip…