Robert Cialdini’s book on Influence is a must-read for marketers. His six principles of influence work together to connect intention and action and are vital to the success of any marketing activity. However, in digital and social marketing, the focus tends to rely on just two elements – social proof and liking. It’s partly why we often feel marketers and brands are “yelling” at us online. There is a simple antidote to this:
Be the first to give.
In this infographic from Everreach, summarising the six principles, they call out that proactive use of reciprocity as a “weapon of influence”. Working this way creates a faster and more immediate bond between brands and their customers. More importantly, it sets the scene for the remaining elements. So, next time – before you ask someone to buy, think about what it is that you can give.
