the rules of persuasion
4. Principle of Sympathy
People prefer to deal with and say yes to people they like, who they like.
It's not just a question of aesthetics, but also of country b2b & b2c email list the affinity that is created between people or between consumers and brands.
Cialdini in his book “The weapons of persuasion” reports five factors that determine the creation of a bond between people.
Beauty : Attractive people tend to be associated with other positive characteristics;
Similarity : each of us becomes part of groups of similar people, in which we can recognize ourselves;
Compliments : We tend to like people who show us their appreciation;
Cooperation : we get much closer to people who share our problems and who we feel can help us;
Association : We admire those we want to be like and, as a result, we tend to adopt the same attitudes.
Instinctively, each of us feels more attracted to people we consider nice, with these we tend to lower our barriers, that is, to trust more. As a result, we will be more likely to be persuaded. This principle works in exactly the same way if it is applied to the business world.
5. Principle of Authority or Authoritativeness
Why do we naturally feel compelled to respect the instructions of people in uniform? Because they exude authority and because we recognize the clothing they wear as a symbol of authority.
Authority has always been respected because we feel obliged to obey or because we trust that person, think of the figure of the doctor who is a man, or a woman, in a white coat.
