1. Faith in aesthetics
Humans are visual creatures. More than 50% of our brains are used to process visual information , compared to 8% for information from the sense of touch and 3% for hearing. We make instant judgments based on the way things look. Improving visual appeal can increase perceived credibility, trust, and value. In contrast, less attractive designs, inconsistencies, or visual errors can quickly undermine the sender’s trust and authority.
How to use:
Always be consistent when using logos, screenshots, and product images. austria phone number data Make sure that image files are in the correct format and optimal resolution for the application they will be used in.
Trust your designers. It's tempting to do things yourself when you're in a hurry. But if you have designers at your disposal, use them. Good designers will make sure the work is on brand, use the right fonts and colors, and show the best side of the product.
Invest in usability and visual design. The look and feel of your website or mobile app is critical during the evaluation period. First impressions are what counts most, so put your best foot forward when it comes to design. Once someone forms a negative opinion, it’s virtually impossible to change it, so surprise them from the start.
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2. Give justifications
People have a natural tendency to do what they are asked if they are given a reason. In a famous study by Ellen Langer in the 1970s, researchers cut into a line of people waiting to use a Xerox copier. They gave all sorts of excuses for cutting in, but the researchers found that people were more accepting of cutting in if the word “because” was used and a reason was added afterward. The reason may not even make sense. In one case, the excuse given for cutting in was “because I need to make photocopies.”
How to use:
Always provide value. Today's consumers have more options and more power than ever before. The best way to build trust is to provide a lot of value before asking for anything in return.
Make it clear what the next steps are. If you're asking for money, an email address, or participation in a survey, explain exactly what people should expect and what will happen next. This will put people at ease and make them more open to participating.
Show and tell. Offering a free ebook in exchange for an email address? Don’t just tell people about it — show them a picture of the cover. And if you can, try using an animated GIF that takes a tour of the scanned pages. This concept works even better at live events. If you’re running a raffle or contest, displaying the prizes for people to see and touch can make participation irresistible.
3. Social demonstration and bandwagon effect
Humans are social by nature; we use other people as models for how to think and act. Especially in unfamiliar situations, we look to others to validate our decisions. This is called social proof.
The bandwagon effect is closely related to this. Feeling integrated into a group is an incredibly powerful motivator. It relates to our physical security: unity is strength. However, if a small group is perceived as having more power, influence or authority, belonging to it conveys exclusivity and desirability.
How to use:
Benchmark your organization against trusted brands. Do they have high-profile clients with their own audiences? Leverage their influence through logos on your homepage and in-depth case studies.
Amplify content. Great content can go viral and reach millions of people. But for that to happen, it has to hit a certain threshold of comments, likes, and shares. Get everyone in your team and organization to help amplify your content to build momentum and reach the volume needed.
Make it easy for your fans to promote you. Build sharing into your campaigns. Use custom hashtags, include sharing tools, and ask your audience to tell others. Good marketing should give your audience what “ Contagious ” author Jonah Berger calls “ social currency .” People want to look cool, smart, and informed. Do something awesome, give them social currency, and then make it easy for them to use it.
4. Serial positioning
People remember information more easily from the beginning or end of a list. What is said first or what is included at the beginning of a list or sequence benefits from the priority effect . This information more often affects the rest of the list, so our brains store it in long-term memory. What is said at the end of a list benefits from the recency effect and is stored in short-term memory.
(Source: http://www.indiana.edu/~p1013447/dictionary/serpos.htm )
How to use:
Put the most important information at the beginning and end. Whether it's an email, press release, or article, include the information you want people to remember at the beginning or end. Better yet, put it in both places.
Include a summary or recap. Make your podcasts, videos, and animations even more effective by including a short summary or recap at the end. This way, the most relevant information will stay fresh in your audience’s short-term memory.
5. The availability cascade
The more frequently information is repeated, the more likely we are to believe it. One of the most famous examples illustrating this is the word “halitosis.” Many of us believe that word is the scientific name for bad breath. However, the company Listerine invented it to sell mouthwash . Created from the Latin word for breath, halitus, this new “disease” was the basis for Listerine’s decades-long campaign. Nearly 100 years later, the term is used and accepted even by dentists.
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