The 6 Cores of Marketing
by Gant Laborde
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FIXED ACTION PATTERNS
Ethology refers to these modal action patterns as instinctive and running to completion
Humans have complicated fixed action patterns that are exploited to overload our everyday shortcuts.
Core #1 - Reciprocity
#1 - Reciprocity
The Regan Study
Free Samples (Amway/Grocery Stores)
Mints at Dinner
Keys of Use
Personalization is strongest.
Reciprocation works when liking falls flat.
Reciprocation works when you choose the gift and the request.
Core #2 - Consistency
#2 - Consistency
Medical Appointments
"Drive Safely" sign experiment
Keys of Use
Small concessions make for larger commitments
Bait and switch/ Foot in door
Active, Public, Effortful, Owned
Core #3 - Social Proof
#3 - Social Proof
Laugh tracks and claque -Backstreet Boys Effect
Sylvan Goldman - The Grocery Cart
Keys of Use
Social Proof works with or without physical proof.
Most effective when people are unsure.
It can be obviously faked and still work.
Core #4 - Likeability
#4 - Likability
Attractive people studies (Workplace/ Jail/Politics etc.)
Common Sense
Keys
Pavlovian association of likability rubs off, usually undetected.
People's words show how much they like something.
Know and use the 5 aspects of likability:
Core #5 - Authority
#5 - Authority
Milgram Experiment
Keys
Validate authority for yourself.
Titles add credulity.
Dress for Success.
Core #6 - Scarcity
#6 - Scarcity
Worschel, Lee, and Adewole Experiment
Every fitness club ever
Every fitness club ever
Keys
Scarcity raises value by simple Supply/Demand.
Scarcity causes buyer's remorse.
Scarcity of options works best - Gravitational middle
Speaking of scarcity....
That's All!
6 Cores of Marketing
By Gant Laborde
6 Cores of Marketing
In this presentation, I pay forward some really helpful marketing information.
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