Sleep Over

Diet Pepsi's Sleepover ad reminds us growing up isn't that bad.



Agency: BBDO Toronto

Advertising - Science of Persuasion

A refresher for advertisers. Making funny ads is great, but every once in a while we need to remind ourselves that its about selling. A lot of great advertisements entertain, but sometimes fall short in terms of purpose.

Principles of Persuasion

1. Reciprocity: People give back to people who give to them (giving a gift sets the context for a future relationship - the key to making gifting work is giving the gift first)
2. Liking: People tend to say yes to those they know and like (focus on aspects you genuinely like in others, look for similarities, ways to cooperate, give praise)
3. Consensus: Look to what others are doing as evidence (people tend to base their decisions on what is appropriate for them to do by examining what others are doing - provide compelling evidence/proof or testimonials from individuals who are most similar to the prospect you are trying to influence)
4. Authority: Defer to the advice of experts (provide visual cues that trigger an authoritative position - also useful is admitting to a weakness, which then gives confidence about your honesty). Barak Obama does this very successfully as he often and repeatedly has said "I will make some mistakes," but I will learn from them and move on, or something to this effect.
5. Consistency: There is a personal pressure to stay consistent (people like to behave consistently to what they have said or done, so get them to make a commitment; best if the commitment is said in public, that it is voluntary, ie, a personal investment in it, and actively sought out - ask for the commitment)
6. Scarcity: An opportunity is more valuable when it is less available (this not only applies to things, but information too; present the offer as rare or dwindling, by what one stands to lose if they don't take-up the opportunity, provide exclusive information)

(borrowed from Influence by Robert Cialdini )