Influence

As I'm sure I've stated before, my Interpersonal Communication degree from UD has provided me with more than words can express.  My communication skills with family, friends, acquaintances, and business associates were greatly fine tuned (for the extreme positive) with what I learned.

One class in particular, communication and persuasion, has been a constant reference as I embark on my Soom Foods journey of marketing and sales.

In my last post I (half ass-ly) ranted about the responsibilities of reaching an audience, and the implications of product placement and advertising.  My feelings towards the obvious and scary affects of successful advertising actually stem from this communication and persuasion class.
Shout out to Professor Dannagal Young.

In this class, we read Influence by Robert Cialdini, a well-known psychology and marketing professor.  The book highlights six key principles of influence; reciprocity, commitment and consistency, social proof, authority, liking, and scarcity.

I am working hard to try to apply these key principles as I work to "influence" people to buy and use Soom Foods’ products.

1. Reciprocity: people tend to return favors.  Soom Foods’ application: free samples!

         Life application: you scratch my back; I scratch yours.

2. Commitment and consistency: people are more likely to honor a commitment when it is declared verbally, and more so in writing.  Soom Foods’ application: encouraging consumers to make great dishes using tehina, take a picture, and share.

        You can read more about this idea on my Soom Foods blog.

3. Social Proof: people tend to do things they see other people doing.  Soom Foods’ application: an interactive recipe database, for people to share how they are using tehina, and ultimately influence other people to partake.

Life application: have you and your friends ever pretended to stare at something, and then note how many people try to see what you're seeing.  Well, me and my friends did that, tons of people looked, and we found it hysterical.

4. Authority: people typically obey authority figures.  Soom Foods’ application: citing nutritionists about the health benefits of tehina.

           Life application: A doctor tells you that you need a certain medicine; you take it (and if you're like me, you (unfortunately) don't look into it much.)

5. Liking: people are more easily persuaded by people they like.  Soom Foods’ application: tasting parties.  People are more likely to buy a product if they like the person selling it to them.  If they are introduced to tehina at a friend’s house in a party setting, they are more likely to purchase.

          Life application: think tupperware parties.

6. Scarcity: the perception of scarcity will generate demand.  Soom Foods’ application: well, we really do only have a limited amount of jars to sell.  We’re new, and keeping it small for now… 

         Life application: "... buy one while supplies last!"

Why am I being so transparent about my intentions?  I have nothing to hide.  I’m proud of our product; it’s delicious, nutritious, versatile, and fun to use.  If I influence people to purchase this product, it’s because I genuinely believe in it’s benefits for them.  

Like I said before, I couldn’t imagine successfully advertising about something that didn’t have a positive influence on whomever I was reaching.

If you are in sales and/or marketing, consider these principles.  Each one is also great to consider for successfully influencing people around you.  
Consider implementing this theory for something you believe in.