Hey guys, this post will be all about how to influence and manipulate people. I will be going through multiple ways people can be influenced and supplying examples. Here we go
Anchoring: Anchoring is where you use one piece of information as a baseline for all your other judgements, despite not knowing whether that information really means much or not, it is best explained with examples. There was a company selling a product that I cant remember (lets say cooker), the product was for $99 but no-one was very interested in it. The company had the idea of coming out with an only slightly better cooker for $199. When people saw these two cookers, the sales of the $99 cooker went through the roof. These people had no idea how much a cooker was really worth, however, they used the $199 cooker as a baseline to come to the conclusion that the other cooker was really cheap, despite the fact that it was actually the $199 cooker that was ridiculously overpriced. This is what anchoring is, and it’s used all the time to sell things. For example, if you see a $100 pair if shoes you’ll be like ‘hell no I aint spending $100 on a pair of shoes’, but if you see those shoes marked down from $250 you’ll be like ‘oh my god I am buying these immediately, what a bargain’. If you took the time to think about this sale, you would realise that since the shop was still making money selling these shoes for $100, they were never really worth the $250 in the first place, most people don’t bother thinking about this though and just buy the shoes. This is why shops can sell you things for so much, people don’t really know how much things are worth and think that their new converse really are worth the $70 they spent on them. Anchoring is why you should always name your price first in a negotiation, this will anchor the other person and make them stay near your original offer. You should also always make your offers in very precise numbers, as people tend to deviate from them by lesser amounts, for example, if you sell something for 20,000, someone might say ‘I’ll give you 15,000 for it’ but if you sell it for 21,250, people are more likely to say ‘I’ll give you 21,000’ for it. Always remember that people are much more likely to concentrate on numbers other than zero when looking at price. If you’re wondering how to use anchoring in a situation other than selling knockoff trainers to 15 year olds at your local town square, always make a much more unreasonable request before your real one. If you ask someone to do something, they’ll probably think ‘awwwh i’m not bothered to do that’ but if you make a completely unreasonable request that they’ll definitely say no to before your real one, they’ll be thinking ‘No way’ at the first request but ‘well, I guess that isn’t so hard’ at the second one. Why? because they’ll be comparing your second request to your first and the second one will start to seem very reasonable.
Reciprocity: The principle of reciprocity is that when you give someone something, they owe you something. A good example of this is at a restaraunt when a waitress gives you a mint with your bill at the end of your meal. Just by giving a mint to everyone with their bill, tips increase by 3%, and if you give two mints to everyone, tips increase by 14%. There is one method however, that is better than both of those. If a waitress gives a family (or anyone) a mint, walks away, stops, and then returns saying ‘for you nice people, here’s another one’, tips increase by 23%. This is because the people feel as if the waitress is doing something specifically for them which she was not told to do by giving them an extra mint, and now according to the principle of reciprocity, they must pay her back for this good deed. So if you are a waiter of waitress, I would advise going out and buying a big, cheap bag of mints and applying this trick to all of your customers. Good luck 😉
Scarcity: This is the last example I will speak about in this post, and it’s about using scarcity to your advantage. There used to be two concord flights from London to New York every day, but the sales were terrible. So, the airline company decided to move down to only one flight a day because no-one was buying. Sales of this flight immediately skyrocketed. This is because of scarcity, people now viewed this flight as a rare resource and wanted to have it for themselves. This is why limited edition things sell so well. They might not be any better than the regular edition, but there is only a limited amount and so people want to be one of the owners of the limited amount. This is why things like antiques are worth so much money. If you have and old Spiderman comic from the seventies, and there are only five copies of that issue left in the world, people are going to pay a LOT of money to be one of the few people that own that Spiderman comic because, lets face it, it would be pretty cool to own something that only five people in the whole world own. however if there were still 500 copies of that issue left, people would be paying a lot less money for them. Despite it being the exact same issue of the exact same comic in the exact same condition, people don’t want it anymore because everyone has it (well, 500 people have it). Lets say you are selling a hoover, but there are loads of hoovers for sale, so hoovers aren’t exactly scarce. You can still make your specific hoover scarce among the sea of other hoovers (the word hoover is starting to sound very weird after saying it this many times), you do this by pointing out the uniqueness of your specific hoover, maybe your hoover has a feature that other hoovers don’t. Suddenly, your hoover is not one hoover among a sea of other hoovers the exact same, it is the ONLY hoover with this specific feature, it is now in its own category instead of the same one as all the other hoovers as it is now something different, and therefore rare (scarce).
These are the three concepts I will talk about today, but there is much more to come in the category of manipulation and influence. Hope you guys enjoyed the post :), Adam