August 2022
Beginner
288 pages
8h 15m
English
Content preview from Using Behavioral Science in Marketing
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Tapping into the authority principle to stand out and prompt responses
Behavioral scientists know that people are conditioned to respect and respond to authority. As a result, tapping into the Authority Principle is an easy way for you to prompt automatic action, as well as to differentiate your marketing message from your competitor’s.
They say that multichannel shoppers are worth more than single-channel shoppers. They say that a follow-up email or direct mail piece will deliver incremental lift, even if you only change the subject line or the outer envelope teaser copy. They say that a customer’s past behavior is the best predictor of their future behavior.
Of course, we as marketers believe them. But who are “they”? They are the people ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.