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:

  • Physically Attractive
  • Similarity 
  • Compliments 
  • Contact and Cooperation
  • Conditioned 

  • 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

    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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