Animerad Reklamfilm

6 Övertalningsprinciper För Att Sälja Mer

Robert Cialdini’s book ” Influence: The Psychology of Persuasion ” was published in 1984 and is as relevant now as it was then, confirmed to us by Steven Hooley. It has become a bestseller in marketing and sales, and you have probably already heard about Cialdini’s 6 principles for influence:

  1. Reciprocation (Reciprocity)

  2. Commitment & Consistency (Commitment & Consistency)

  3. Social Proof (Social Proof)

  4. Authority (Authority)

  5. Appreciation (Liking)

  6. Shortages (Scarcity)

In this post, we look at each persuasion principle and show how you can implement them directly to help you sell more both online and offline.

Whether you want to improve your sales calls or your advertising campaigns, you will see that better persuasiveness can make a mediocre salesman a top seller and a losing advertising campaign a winning one.

Let’s go through the 6 principles of influence and see how you can use them to sell more.

Retaliation: Give Something To Get Something Back 

The principle of retaliation is based on the idea that it is in the nature of people to ”pay back” for a service. We want to pay back our debts and treat people the way they treated us. 

So if you give a person something for free, he or she will feel obligated to pay back. Even if what you gave was just something small. 

The book tells of an experiment where they first gave people a soda can and a little while later they asked to buy tickets. The soft drink cost nothing compared to the tickets, but the majority of those who received the soft drink bought the tickets. While most who did not get a soda did not buy the tickets either.

According to Cialdini, the psychological reason behind this is that we dislike feeling indebted to anyone.

Tips For Use

  • Give something away for free first (before you ask a person to buy something).
  • Offer something valuable to customers in exchange for their commitment

Example: You are PT and your core business is personal training sessions with you. You publish a free pedometer that helps people count their steps every day. Your prospect received something of value from you, and you can follow this up by offering additional help through a ”Try on” pass with you, for only SEK 99, before you end up with a more comprehensive package.

Commitment & Consistency: People want what they do to be consistent with their values

The principle Commitment and Consistency says that we want people to see us as consistent. This means that if we say we are going to do something to someone, then the chances are greater that we are actually doing it.

The reason behind this is that people think it’s important to keep their word. Cialdini suggests that commitments in both words and text are effective if you want to persuade someone, and that people usually keep their word even after the factor that motivated them is gone.

Tips For Use

  • Ask for a very small service first
  • Break down what you want customers to do in small steps that are easier to handle

Example: You sell large glass panes, and ask your website visitors to download your price list in exchange for their email address.

Or if we take PT as an example again, you can offer a free guide that gives visitors something of value in exchange for their email address (see picture below) . In this way, the chances increase that they will eventually see themselves as your customers, which makes it more likely that they will buy something from you later.

Lead Magnet

Social Evidence: People Do What They See Other People Do

The principle of social evidence is based on the idea that something is safer if more people do it.

If, for example, your employees work late, the chances are greater that you do the same thing.

Or if we see that a restaurant is always full of people, the chances are greater that we go to that place. We are most affected by this principle when we are insecure and we see people who seem like us doing something.

A classic example of this principle is the elevator experiment where people who go into the elevator do exactly what the majority of the elevator does, even if it feels odd. So when everyone in the elevator is facing one direction, the next person who enters the elevator will most likely do exactly the same thing.

See the elevator experiment here:

Tips For Use

  • Show references on your website about what previous customers say about your company.
  • You can also have reviews on product pages, where customers can vote and write what they think of the product. See how Amazon uses reviews to sell more of its products:

Example: Team Guardab sells security doors to both private individuals and companies, and they show logos from the 5 largest customers and tell us that over 100,000 private individuals trust them.

Authority: If An Authority Figure Tells Us To Do Something, The Chance Is Greater That We Do It

In the book, Cialdini tells us that people usually do as authority figures say – even if that person is shady and asks us to do shady things.

A classic example is the Milgram experiments where test subjects tortured other people with electricity because they were told to do so by an authority figure.

The tendency to do as authority figures say is often used in the sale of everything from shoes to toothpaste. For example. in advertising about toothpaste, dentists are sometimes included in the advertising.

Tips For Use

  • Use an authority figure who is respected by your customers to get customers to buy from you.
  • Cite and refer to experts and respected institutes.

Example: You sell toothpaste, and have a dentist in their nice white dentist coat who recommends your toothpaste on your website.

Like: The more you like someone, the greater the chance that you will be persuaded by him

Is it important to be liked by someone?

According to Cialdini, it is extremely important because it affects whether you succeed in being persuaded by that person.

That is principle number 5: Approval. It can mean things like how attractive a person is and if you have common interests.

There is a quote that says, ”People want to do business with people they like.”

Tips For Use

  • Use pictures of friendly people who are the same as your customers.
  • Use text that speaks your customers’ language and that you would use in a personal conversation with them.
  • Relate with your customers so they feel like you’re just like them.

Example: You and your colleagues are web designers who specialize in creating websites for sports-related businesses. On your “About Us” page, you tell us about your own sports background and convey that you are not just another web agency, but that you actually have one pretty big thing in common: sports.

Scarcity: If You Think Something Is Exclusive, You Want It Even More 

The last principle is scarcity. 

It says that products and services become more valuable in our eyes if they are exclusive. For example, we are more likely to buy something if we hear that it is the last product or if the offer disappears soon.

It is in our nature not to want to miss the chance at something that we feel we must have.

Tips For Use

  • Make sure you only have a limited number of products to sell
  • Set a time limit on your offers.

Important: Use the scarcity principle only when it is true. Otherwise, there is a risk that your customers will see right through you. False scarcity is when a company says that there are few products in stock but it is obvious that this is not true.

Example: Airlines are an excellent example of some who use scarcity in a good way.

On their websites it usually says “Hurry up! Only 2 tickets left for this price! The airlines make it clear to customers that the tickets are only available for a short time for a special price.


Cialdini’s 6 principles have long been used by companies and retailers to make more money. In the corporate market, your ability to succeed in influencing people is important, and these principles can help you make it more effective. 

Carefully review these principles, memorize them, and apply them in your company’s marketing. If you use them correctly, you will eventually see a positive change in your company’s profitability.

Do not be afraid to give your customers free information or some examples. And be sure to tell your customers if you have deals that are only available for a certain price for a short period of time.

That’s all for today. Thanks for reading!

Update 2017-06-24: If you liked this reading, I have written an even more detailed (and extremely practical) article about Robert Cialdini’s second book ”Yes !: 50 Scientifically Proven Ways to Be Persuasive” which you can read here. Warning: the article is looooong (over 7000 words!) .

Team Animated Commercial
Robin Waller, Maria Axelsson, Robert Neckelius


Maximera användningen av video

There are two questions that our customers always ask:

”How should we use a commercial in our marketing?”

And ”How do I maximize the spread of a video?”

I will show you strategies that have not only been tested by us, but also by our customers. The strategies are centered around video, but some can be used without video.

You can categorize what you should do to get the most out of the film into two categories:

Free, and Paid.

Here are the first tactics in the series:

TIP # 1.) Post the movie on the website

Believe it or not, we have customers who buy a video but do not even post it on the website.

Your website is a perfect place to show the movie. The film will be the first thing people see when they end up on the website, and there it helps to push potential customers one step further in your sales process.

So, instead of just posting the movie on Youtube …

Make sure that the video is actually visible on the website, and that it is obvious that it is a video. Can a 10 minute job give you 54% more views?

Yep, and I’ll show you how …

Just do this:

TIP # 2: Upload the video on social media

You already know that social media is a perfect place to engage your customer group, and increase your chances of reaching their network when people share your video.

But are you uploading the video ”natively” on your company’s social media?

I do not mean link to the Youtube video on the company’s Facebook page. I mean upload the video directly to Facebook

First of all, what is a ”landing page”?

As the name suggests, it is a site that people ”land on”. For example, when a person clicks on a Google ad, then the page the person is taken to is a landing page see.

Simple, right?

Yes, but this is where many companies make mistakes.

They let the homepage of the website act as a landing page. It is seldom a good idea to send ad traffic to a homepage.

The problem with the home page is that there are often too many options to choose from:

Should I read an article?
Should I sign up for something?
Should I click on a link in the menu?
Should I click away to the company’s Facebook page?
Should I share the website?
And so on…

This gives visitors too many choices and therefore they may miss the most important choice.

Instead, send traffic from your ads to a landing page that focuses on one thing: getting the customer to do what you want. It should only require ONE decision. A Yes or No question.

TIP # 3: Send the video to the company’s email list

Film is a great way to stand out in the inbox.

Therefore, it is a good idea to email the company list with a link to the video.

Feel free to ask people to comment, like and share as well.

People who are already customers of yours will want to like and share the movie with friends.

It can be as simple as this:

BONUS TIP: I also usually recommend that your sellers link to the movie in their emails. For example, if a customer wants to know more about the service, the sellers can link to the film in the email. Perfect before a sales call.

TIP # 4: Sell with video at conferences & fairs

This tactic got a company to go from 2 new customers per trade show to get 90 new customers in two days. This company used a fun and informative animated video that they showed on iPads

It might not have been easy to execute this tactic a couple of years ago. Now just make a good video and buy a pair of iPads.

How a company went from 2 to 90 customers in 48 hours

An American company had problems getting customers in during trade fairs and conferences. On average, they only got 2 new customers per trade fair.

The biggest problem was that they did not sell anything in the booth …

So they decided to switch tactics and sell something with the help of an animated commercial.

The following tactics gave the company 90 new customers at ONE FAIR.

How did it happen?

The booth at the fair was set up with 9 iPads and headphones. There, people could watch the company’s entertaining and explanatory video.

To attract people, they had a large headline over the booth that said:

”Get 100 FREE Customers”

In addition, the staff wore red shirts that read:

”What would you do with 100 FREE customers? Ask us how!”

The only thing the staff said to people passing by was, ”Wanna see a funny video?”

Then they got to watch this video:

The offer was to set up a free Google account and buy some ads for the customer for $ 20. And in this way give the customer 100 free clicks to the website.

Here are the results the company received from the fair:

2000 went to the fair
603 visited the booth
421 put on the headphones and watched the video
87 bought the offer for $ 20 right after watching the movie
19 bought another offer for $ 500 a month
23 bought the $ 500 offer after the fair when the company followed up on the phone.

If we do the math on it …

42 x $ 500 * 8.6

How good is it ?!

Tip # 5: Use Video At Meetings & Presentations

Many companies have meetings and presentations …

The problem is that they use Powerpoint. It can work. But it is usually very detailed and boring.

Here’s how to get more business out of meetings using video:

1.) View the video before the meeting. Ask your salespeople to email the video to the customer before the presentation. Then the customer gets an understanding and interest in the product even before the meeting.

2.) View the video at the beginning of the meeting. Just like # 1, you can create understanding and interest before you start selling. A good strategy is to let the video present the very concept behind the product or service. And then you, or the seller, go into details.

Quite simply, right?

Yep, and many of our customers today use video in their meetings very successfully.

BONUS TIP: Link to the movie in your signature

Have a link to the video in your signature as well. Also ask your salespeople to link to the movie in their signatures.

This way, everyone you contact via email will be able to see and click on the link.

TIP # 6: Get a person with a large network to share the video

One of the best ways to distribute a video is if someone with a large network shares your video.

Do you know anyone who is famous?

Or a person who has many followers?

In any case, you want to find a person that your customer group listens to, looks at and is interested in.

For example, it could be people you know:


Or people you do not know:

Media & News Sites

With their help, you can reach more people than you can do alone.

A single person can help you properly.

Do not you believe me?

Here is an example:

Imagine that the total number of people you reach on Facebook, Twitter and YouTube is 1,000.

And you have a partner who shares your video with his 10,000 followers.

In this case, a single partner would lead to 9000 extra people watching the video.

Would it have a positive impact on your business?

Of course, and your video is instantly more believable if someone else shared it.

Who would you trust the most: An unknown person trying to sell you a product or service. Or a close friend who warmly recommends a product?

A close friend of course!

There is almost always someone who also gets something out of showing the video.

Answer this:

Who on my network would like to share my video?
Who do I want to share my video with?

And then ask that person to share the video!

However, keep this in mind before asking anyone to share the video:

Is my video relevant to their followers?
Does my video go hand in hand with their goals?
If they shared my video, would that make them look good?

Ok, when you’ve found a person you want to share your video with …

What’s the key to getting this person to share the video for free?

You need to understand what the person wants to share, and what their followers want to see:

Some examples:

People listen to influential people because they share interesting things.
Journalists in IT become known by reporting trends.
Bloggers become famous by writing about good products.
People on Facebook share videos that their friends will find funny.

So, what do you have to offer them?

It’s the old saying, ”what’s in it for me?”

Take this example:

Imagine that you have a start-up company in the IT industry. Your video explains how your product works and solves a problem.

IT bloggers want to be the first to find new interesting things. If you reach them with your video, you have already done the work for them.

Their followers see the article / video. And that leads to the blogger looking good because he showed that product. And you get more people interested in your product.

But win / win / win situation.

Here are four types of people with influence:

1. Friends

These are your partners and people you have a close relationship with.

Here’s how to proceed: These are the easiest people to reach. Ask them to do you a favor by sharing your video.

Come in a way you can collaborate. And do not forget to advertise for those in your customer group.

2. Pitchade

These are people in your market but outside your own network. It includes people who would benefit from sharing your video.

Here’s how to proceed: It’s difficult to get these people to share your video. Especially if your video is ”for sale.” Tell us why your video is valuable to them and their customer base. And that they win when you win.

• Who do I want to distribute my video to? • What value can I give them and their followers?

3. Paid

People you sponsor to talk a lot about your product.

Here’s how to proceed: Paid people can usually reach a lot of people. But there is a risk that their followers are not interested in your product.

4. Found

These are people who have found your products and share them on their own. And therefore the hardest type to get.

How to proceed: There is no guaranteed way to find such people. But your goal is to support them: find out who is watching your video and encourage them

Influential people can be friends, pitched, paid or found. Everyone should be contacted in different ways.

And if you find the right person, your video can spread like wildfire!

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