Lyden's Lab for Strategic Copywriters

Is Persuasion through Reciprocation Really Manipulation?

In his book Influence: The Psychology of Persuasion (affiliate link), Robert Cialdini presents these six principles of persuasion:

• Reciprocity
• Commitment and consistency
• Social Proof
• Liking
• Authority
• Scarcity

This series of posts at Lyden’s Lab will unpack each of these principles and explore how it applies to persuasive writing in marketing, advertising, public relations and sales.

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In a previous post, we talked in-depth about persuasion through reciprocation – that is, when a vendor or sales rep gives us something of value, we often feel a need to give back (or reciprocate) by responding favorably to the offer.

But this begs the question: If our intention is to give in order “to get,” isn’t that really manipulation? In the extreme, isn’t that really bribery? Couldn’t you say that it’s the “quid pro quo” (or reciprocation) in backroom deals among politicians and lobbyists that often drives corruption in politics? Can it not also lead to unethical marketing and sales tactics, as well?

On the surface, there’s just something that seems unseemly and manipulative about using reciprocity as a tool of persuasion, right?

Perhaps.

Yet, I am reminded by an oft-quoted saying from sales guru Zig Ziglar:

"You can get anything you want in life if you help enough other people get what they want in life."

From that perspective, reciprocity can be a powerful and compelling force for mutual good.

Keeping Persuasion in the Proper Perspective

How do you apply this principle of persuasion-through-reciprocation in copywriting -- in a way that both the audience and marketer come out as winners? Ask yourself these three questions to keep your persuasion strategy in the proper perspective:

1. What does your audience want/need, relative to what your product/ service offers?

2. What can you give away that your audience wants/needs – and will make them hungry enough to pay for more?

3. What do you want in return for your give-away? A demo appointment? Contact information? Permission to market? Determine your goal upfront – and be transparent about your motives. If you’re offering something of genuine value – and it’s in the best interest of the audience – then you don’t have to be shy about your intentions.

Where I see the appeal to reciprocation sliding into manipulation is when the marketer is more focused on his or her company’s best interest – at the expense of the prospect/ audience. 

The Bottom Line

So here’s my take on the reciprocation-versus-manipulation debate: What’s your focus -- mutual benefit (win-win) or your own benefit at the expense of others (win-lose)? Transparency or alterior motives?

If we think “win-win” when applying persuasion-through-reciprocation, I believe we’re on the right track.

What’s your take?

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Related Posts

The Give-to-Get Method of Persuasion

Avoid Pain or Gain Pleasure – Which is the Stronger Motivator?

Pricing Psychology 

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About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (Wiley, 2003). Follow Sean on Twitter.

© Sean M. Lyden, 2012, All Rights Reserved

 

The Give-to-Get Method of Persuasion

In his book Influence: The Psychology of Persuasion (affiliate link), Robert Cialdini presents these six principles of persuasion:

• Reciprocity
• Commitment and consistency
• Social Proof
• Liking
• Authority
• Scarcity

My next series of posts at Lyden’s Lab will unpack each of these principles and explore how it applies to persuasive writing in marketing, advertising, public relations and sales.

What is reciprocity?

The idea behind this principle is that when someone gives us something of value for free, we feel a sense of obligation to “reciprocate,” to repay the favor in some fashion. It appeals to that psychological need in many of us to balance the scales. That may mean we allow the vendor time to pitch a product or even close the sale.

I call this the “Give-to-Get” method of persuasion.

For example …

A consultant offers a FREE initial consultation.

This reduces risk for the prospect because he or she expects to receive something of value (the consultant’s time) and be able to test whether the consultant is a fit – without the fear of losing money. If the prospect and consultant seem to be a good match, the prospect is more inclined to move forward with that consultant, not only on the merits of the consultant’s expertise but also, more subtly, out of obligation to the consultant’s investment in the relationship.

Other examples …

A software company offers a FREE white paper in exchange for prospects’ contact information, profile and permission to market to them.

A media company offers FREE access to certain articles – to demonstrate value while motivating users to pay for premium content.

A sales rep brings breakfast and coffee to a prospect’s business – and may not be expecting a formal meeting – but the decision-maker often feels obligated to at least “hear what you have to offer.”

A writer offers a prospective agency client a few hours of her time “at no charge” to give the agency a "no-risk" taste of her writing skills; if the agency principals are pleased with her work, the odds are strong that they feel obligated to present the next “paid” opportunity to that writer.

How does reciprocity apply to print and online copywriting?

The key is to develop a compelling FREE offer. Here are two questions to help guide you through the process:

What is something of value that you are willing to offer for free?

What do you ultimately expect to achieve with that giveaway?

• Attract blog or e-newsletter subscribers
• Build database of prospects who give your company permission-to-market to them
• Schedule a demo
• What else?

When is reciprocity most effective in the sales process?

In my post, Where Does Your Copy Fit in the Sales Process?, I describe in detail the various stages of the Law of the Harvest and Trust Continuum. Take a look at this graphic.

While you can leverage reciprocation at any of the four stages, it’s in Stage 1 where reciprocation will make the biggest impact. With new prospects, the trust-level with your company, product or offering is at its lowest point. But the appeal to reciprocation can create an environment where prospects can test your product/ service, which will likely increase their level of trust in you – and make them more inclined to continue down the sales cycle with you.

But wait …isn't reciprocation really a form of manipulation? Where do you draw the line?

I’ll address this issue in my next post.

 

About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (Wiley, 2003). Follow Sean on Twitter.

© Sean M. Lyden, 2012, All Rights Reserved

 

Want Your Copy to Sell More? Remove These 7 Barriers to Buying

Not generating the response you expect (and need) from your sales copy? If so, something is still holding your audience back. Our job as copywriters is to identify that obstacle and clear it out of the way for readers so they'll be open to our message -- and, thus, more amenable to buy. 

What are common obstacles for buyers?

1. I don't "get it."

2. I don't see how this matters to me.

3. I don't need it.

4. I can't afford it.

5. I don't want to make a mistake.

6. I don't trust you/ company/ product.

7. I'm not sold that your company can deliver.

Which barriers hold your audience back? 

Write copy that addresses those concerns, removes the barriers, and motivates your audience to buy.

About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (Wiley, 2003). Follow Sean on Twitter.

© Sean M. Lyden, 2012, All Rights Reserved

 

How Do You Ensure Your Copy Connects with Your Audience?

Copy fails to persuade, inspire, or sell when it doesn’t connect with the intended audience. How do you make that connection – and write copy that grabs your audience’s attention, keeps it, and generates the results that clients have hired you to produce?

The starting point is to voraciously study your target audience, understand their concerns, and empathically feel in your gut what they experience when they encounter pleasure and pain points specific to their responsibilities. Then craft a Target Audience Profile that will serve as your guide as you write copy that captivates your readers.

Crafting a Target Audience Profile

Suppose you’re writing a corporate blog for a technology consulting firm. Here’s what your audience profile might look like.

Primary audience: CIO, IT Director.

• Responsibility: To manage the implementation and integration of technology and software systems that enhance information accessibility across multiple business units of an enterprise
• Pleasure Point: This person wants to be recognized for making smart decisions with technology investments – to build credibility and influence within the organization and be positioned for career advancement.
• Pain Point: What keeps this person awake at night is the fear of authorizing the purchase of $100k to several million dollars in new software systems that:
  • Lead to costly delays and budget overruns
  • Present difficulties for employees to learn and use the new system
  • Fail to achieve overall business objectives.

Copy Guidelines: Write useful articles that equip this audience with the specific technology tips, ideas and trends they need to navigate around these issues and ensure success of their IT initiatives.

This is an example of an approach that works very well for me to keep my copy on track. But what about you? What process do you follow to ensure your copy connects with your audience?

About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (Wiley, 2003). Follow Sean on Twitter.

 

© Sean M. Lyden, 2011, All Rights Reserved

 

 

Book Study Notes - Ogilvy on Advertising - Chapter 9 (Advertising corporations)

As I read through books relevant to the copywriting profession, I put together study notes, chapter-by-chapter, to stimulate my thinking and hold me accountable to apply what I learn. This way, no good idea is wasted. Hopefully these study notes will challenge you, too, to think, study and hone your craft to achieve greatness!

Book: Ogilvy on Advertising (Amazon Affiliate Link)
Author: David Ogilvy (Bio)
Copyright: 1985

Chapter 9: Advertising Corporations

 
When Ogilvy talks about “advertising corporations” he’s referring to a type of advertising that’s not necessarily designed to sell a product. There’s no specific call-to-action to buy, come to the store, or call to schedule an appointment. These ads are created for one purpose: To change or shape public opinion about the company. In other words, to sell the corporation itself, not the product.

Examples today include oil and gas companies that advertise that (despite surging gas prices for consumers, translating into record oil profits for the oil companies) they are investing their profits into new renewable sources of energy which creates millions of new jobs. Their message: Don’t view us as the enemy. Our record profits mean jobs and others forms of economic development for your community.

Chevron’s recent “We Agree” campaign is a prime example of this type of advertising -- and I have to say, it was executed very well.

 

Ogilvy’s 5 Tips to Successfully Shape Public Opinion

When you’re crafting copy to shape public opinion for a client, Ogilvy offers these 5 tips. (Notice how Chevron’s commercial seems to fit these points.)

1. If the issue is complicated, and it almost always is, simplify it as much as you reasonably can.
2. Present your case in terms of the reader’s self-interest.
3. Disarm with candor.
4. Give both sides of the issue.
5. Know who your target is.

Take-Away

Of these tips, #4 “Give both sides of the issue” is especially effective and persuasive. Why?

• It enhances your credibility with your audience. You demonstrate that you understand the issue in its totality and not just trying to ram an opinion down your audience’s throat.
• It keeps you from alienating your audience. If all you do is promote your side and slam the opposing opinion, you’ll repel the very audience you’re trying to persuade.
• It builds empathy with your audience, opens their mind to listen to your position. They think, “Ok. This company understands me. What do they have to say to me?”

What is your take-away?

 

Previous Posts in this Book Study
Chapter 1: Overture- ‘Let us march against Philip.’
Chapter 2: How to produce advertising that sells
Chapter 3: Jobs in advertising -- and how to get them
Chapter 4: How to run an advertising agency
Chapter 5: How to get clients
Chapter 6: Open letter to a client in search of an agency
Chapter 7: Wanted: a renaissance in print advertising
Chapter 8: How to make tv commercials that sell

About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (Wiley, 2003). Follow Sean on Twitter.

© Sean M. Lyden, 2011, All Rights Reserved

 

Book Study Notes - Ogilvy on Advertising - Chapter 8 (How to make TV Commercials that sell)

As I read through books relevant to the copywriting profession, I put together study notes, chapter-by-chapter, to stimulate my thinking and hold me accountable to apply what I learn. This way, no good idea is wasted. Hopefully these study notes will challenge you, too, to think, study and hone your craft to achieve greatness!

Book: Ogilvy on Advertising (Amazon Affiliate Link)
Author: David Ogilvy (Bio)
Copyright: 1985

Chapter 8: How to make TV commercials that sell
“When you advertise fire-extinguishers, open with fire.” -- David Ogilvy

This quote says it all, doesn’t it? You have a split second to grab attention (whether from a viewer with a TV commercial or a reader with an ad in print or online) before the audience passes over your message and moves on to something else that connects with them.

What is the essence to what Ogilvy is saying here?  I think we can derive three principles to writing persuasive copy -- whether for tv, radio, print, direct response or whatever the format.  

1. Prick the audience’s pain points from the get-go
“Fire” is the problem that a fire extinguisher solves; it’s also a compelling image that instantly elicits emotions of surprise, fear and worry in an audience.

On a sheet of paper or in a journal, brainstorm by asking yourself: What is the problem my product solves? When my audience is experiencing this problem, what are the emotions they feel? What triggers these emotions?

When you get into the mindset of your audience and allow yourself to “feel their pain,” you’ll craft copy that connects with your audience and moves them to action.     

2. Make your audience yearn for a solution
People resist stepping out out of their comfort zone to purchase something new, unless you can make maintaining the status quo feel more uncomfortable than the fear of change that comes with buying an unfamiliar product or service.

If you’re advertising fire extinguishers, for example, how would you set the scene? What emotions would you tap into to make your audience so uncomfortable with the status quo (putting off purchasing a fire extinguisher) that they WANT to change (and go immediately to Home Depot to buy)?

3. Demonstrate how your product or service is the most viable remedy to your audience’s pain
Put out the fire. That’s what fire-extinguishers do. What about your product or service? What does it do to solve your prospect’s problem? When your copy connects the dots between an audience’s pain and how your product relieves it, you position your message to get noticed above the cacophony of marketers vying for the prospect's attention.    

Take-Away
What is the “fire” to the “fire extinguisher” you’re selling? What will command attention from your audience, prick their pain points and cause them to yearn for your solution -- and act NOW?

Previous Posts in this Book Study

Chapter 1: Overture- ‘Let us march against Philip.’
Chapter 2: How to produce advertising that sells
Chapter 3: Jobs in advertising -- and how to get them
Chapter 4: How to run an advertising agency
Chapter 5: How to get clients
Chapter 6: Open letter to a client in search of an agency
Chapter 7: Wanted: a renaissance in print advertising

About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (Wiley, 2003). Follow Sean on Twitter.

© Sean M. Lyden, 2010, All Rights Reserved

 

When is the Best Time to Craft Headlines?

I typically write rough working headlines and subheads toward the beginning of the project, when I'm outlining the piece. I don't spend a ton of time on this during the early stage. The purpose of the headers at this point is to give me some structure to work with. Once I finish the rough draft, that's when I focus on crafting and shaping the right headlines, by using these questions as my guide.

5-Point Headline Checklist

1. Is the headline congruent with the body copy? Avoid fluff or hype that would bait-and-switch readers. Make sure the headline is compelling AND your body copy delivers the goods.

2. Does the language in your headline speak to the needs, desires and "pain" of your audience? Creativity for creativity's sake won't connect with your audience. Address specific points of relevance that capture your reader's attention, with language that is simple, direct and clear.

3. Does the header appeal to both the mind and the heart. Logic will get the reader to agree; emotion will compel the reader to act. Push both "buttons" simultaneously with your headline, and you'll motivate the right response.

4. What fat can I cut from this headline? What words are not absolutely necessary to make your point? Remove those words.

5. With these changes to the headers, do you need to adjust the body copy to ensure 100 percent congruity with the header? 

What about you?

In your copywriting process, when do you craft headlines? What is your process for evaluating them?

About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. Lyden is hired by companies in the high-tech, industrial and automotive markets to write persuasive sales copy that makes complex, highly technical products more compelling to customers. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (published by John Wiley & Sons). Follow Sean on Twitter.

 

© Sean M. Lyden, 2010, All Rights Reserved

Copywriting that Builds Trust, the Bridge to More Sales

In a recent post on CopyBlogger, The #1 Conversion Killer in Your Copy (and How to Beat It), author Sonia Simone uses the illustration of a troll that hides under a bridge, ready to spring out and scare your prospect from acting on your offer. This is an excellent metaphor for one of the most common obstacles to copywriting success -- lack of trust. 

Prospects will respond to or buy from those they trust. And it's trust that bridges your offer to your prospect's readiness and willingness to buy. Does your copy remove the obstacles (the trolls) to earning your audience's trust? Read Sonia's post to learn more.

Other related posts:

• What If Auto Dealers Advertised to Build Trust
• The 4-Stage "Law of the Harvest" Sales Cycle & The Trust Continuum
• What Happens When Copywriters Shortcut the Sales Process

About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (published by John Wiley & Sons). Follow Sean on Twitter.

 

© Sean M. Lyden, 2010, All Rights Reserved

5 Must-Read Posts on Writing Headlines that Sell

"Writing headlines is a specialty - there are outstanding writers who will tell you they couldn't write a headline to save their lives."—Bill Walsh, National Copy Desk Chief, Washington Post

 

Looking for inspiration to write that killer headline? Here are five posts I’ve found to be extremely helpful.

 

· How to Write Headlines that Work by Brian Clark

 

· David Ogilvy on How to Write Headlines by Brad Shore

 

· How to Write an Effective Headline: Basic Principles by Ralph F. Wilson

 

· How to Write Headlines that Scream "Read Me!"by Mark Ragan

 

· The Sexy Art of Writing Headlines that Kill by Leo Babauta

 

Have you come across other great posts and articles on headline writing that have helped you? If so, please share them!

 

 

About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (published by John Wiley & Sons). Follow Sean on Twitter.

 

© Sean M. Lyden, 2010, All Rights Reserved

It Doesn't Always Have to Be Sexy to Sell

As copywriters, we often fall into the trap of trying to be creative at the expense of clarity. We approach a dry, technical subject and ask ourselves, “How can I make this thing sizzle? How can I dress it up to make it a little more sexy?”

 

I wrestle with these questions all the time because the vast majority of subjects I write about are technical and non-sexy by nature – whether in the high tech, automotive or alternative fuel industries.

 

CLARITY VS. CREATIVITY

But I’ve come to this conclusion: When in doubt, make clarity your number one priority, even if your copy doesn’t seem very “creative.” Here’s why I think this.

 

An article I wrote for Work Truck Magazine was recently named the #1 “Most Viewed” for the magazine for 2009. (Here is a link to the Top 10 articles.)  The article is on What Fleet Managers Should Know About Diesel Particulate Filters.  The subject matter is anything but sexy, but the #1 ranking reflects an ability to write about dry concepts in a way that resonates with a target audience. (# 4 on the list, Gas vs. Diesel, is another article I wrote.)

This is not to toot my own horn (although that’s exactly what I’m doing, I guess), but to show a concrete example that your writing doesn’t always have to be sexy to sell. Instead, our content must FIRST be relevant, useful and CLEAR to our intended audiences – then we can look at ways to package it more creatively. But, if we make creativity our highest priority, we risk losing the audience . . . and the sale.

What are your thoughts?

About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (published by John Wiley & Sons). Follow Sean on Twitter.

 

© Sean M. Lyden, 2010, All Rights Reserved