The Likeability Factor

In an earlier post, we discussed one of Cialdini’s principles of persuasion, unity. I spoke about it specifically in the context of hockey marketing, but that principle, like the other ones, applies to most industries. Let’s take a look at another factor today, one that may sometimes be taken for granted; liking. 

When considering Cialdini’s principles, liking seems like an “oh, duh” item on the list. Of course, your audience needs to like your product for it to sell. But it’s not the product we are referring to in this context, it is the brand itself. Your customers have to like you for you to maximize the level of persuasion you can have in your marketing to them. It is not enough for your product to solve a problem or meet a need for your target market, the people you are selling to should be made to feel like your brand shares similarities with them, is complimentary to them, or cooperates with them in their endeavors. 

So how do we achieve this? You have to know your audience. And I don’t just mean knowing their psychographics. Know what they value, what they strive for, and what they admire. Then, make sure your brand is in some way representative of those things. In short, your brand identity has to be based not just on providing solutions or meeting a need, it has to be structured around being relatable to your consumers. At the end of the day, we are all more likely to say yes to those we like.

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