This important persuasion principle can greatly improve your marketing efforts if you use it in your marketing, advertising and sales campaigns.
It is known as "Liking" ... and it means that people say yes to people they know and like.
Research shows that people will respond well to people who are physically attractive; who are similar to themselves; or who give them compliments.
Even something as random as having a similar name can increase your chances of marketing success.
The research was done by mailing out a questionnaire to a sample group ... and sending along a request that the prospect return the form sent by a person with either a similar or dissimilar name.
Those who received a request from someone with a similar sounding name responded almost twice as much as those who received a request from someone with a dissimilar sounding name. (56% to 30%).
So, how do you apply this?
Well, in the marketing sequence -- you want to spend time getting to know your prospect, what they like and don't like. See if you are similar in some ways. Perhaps you are both huge "Buffy, the Vampire Slayer" fans. Or you grew up in the same area. Or went to the same schools.
At least, you can give them some honest compliments.
Or, you may want to hire an attractive spokesmodel for your marketing materials.
Whatever you decide to do, help your prospects to like you.
If they know you, like you, and trust you -- you'll be well on your way to marketing success!
P.S. Tomorrow, persuasion secret #5 -- "authority"