By the way: persuasion is not the same as clickbait. I would avoid clickbait. I don’t like it (the main reason for not doing it, of course) and it doesn’t add any value. So it is mainly not customer-oriented . Of course, a little teasing is fine and even advisable, but headlines like ‘this is the biggest scandal since The Voice’ makes me itching. Just say what it’s about, because as a visitor I don’t know what I’m going to read here. So I have no reason to click on this (except for the juice of course).
But how do you apply the 7 principles to your titles? Well, like this:
Reciprocity, also called reciprocity, is the ritual of giving, receiving and giving back. It is an unspoken ritual, yet it is felt by everyone. Most marketers focus on ‘giving back’, but during my anthropology training a lot of attention was also paid to receiving. That also feels like an obligation.
You know the saying: don’t look a gift horse in the mouth. This means that the potential customer (in the case of a business setting) has the idea that he should always accept a gift. Especially if he has the idea that you offer it to him personally. And once he has received that, he feels compelled to give something back or do something.
Mechanisms are unconscious
Incidentally, and this applies to all mechanisms, the process almost always takes place unconsciously. You always accept gifts. Especially if it is a personal gift. But we can’t pass up gifts for business either. Of course it is up to us to do something with it, but you accept it. And when the time comes to give something back, you do it without really thinking about it.
How do you apply reciprocity in writing a good headline?
Offering a gift already initiates the principle of reciprocity. So if you write a headline, you can start offering a gift. That Australia School Email Lists doesn’t have to be a free giveaway, such as an e-book or white paper. It is possible, but this is also possible:
- 5 free designs for your first vegetable garden
- Set up your security strategy in 5 clear steps with this template
- 7 ideas for a better work-life balance
But of course you can also give away an e-book via a blog. A headline can be:
- Please: Calm down, the e-book about bandaging
- This white paper tells you everything about negotiating for a house
2. Social Confirmation
In hotels, this mechanism is used to ensure that guests reuse their towel. They do this, for example, by saying that 95% of their guests use their towel 2 or 3 times. There is a good chance that you choose not to deposit your towel on the floor after drying it once. Subconsciously the thought pattern goes like this: ‘Gosh, that’s a lot of people, maybe I should do that too so as not to be ostracized from the tribe. So hop, I’ll use that towel again.’
It’s good to realize that Cialdini has separated quantity from quality. Social confirmation is mainly about the amount or high percentages of people who exhibit a certain behavior. In the last mechanism, unity, it’s about the quality: so