Animerad Reklamfilm

6 Succeér Inom Marknadsföring (och Warför De Fungerade)

Facebook, Instagram, Twitter, TikTok… The list is long, social media is growing and is an increasing part of our everyday life. Half of the world’s population is active on social media, here are all the successful companies. We have selected our top 6 successes in marketing to give you inspiration for your own campaigns. 

  • ”How do I make my post stand out?”
  • ”Should I give up on natural followers and invest in ads?”
  • ”Which ads are best in that case?”

A good way to answer these questions is to look at the company that is actually succeeding today. We have picked out 6 marketing campaigns that have received the world’s attention. It might be about thunderous ads on Facebook or Twitter posts that get lots of natural likes. Whatever your plan is, these successes will help you understand the audience and crush your opponents online. 

Owlet Baby Care

Owlet baby care

Owlet Baby Care wants to help parents keep an eye on their children so they can relax, worry less and enjoy parenthood. Their main product is, the Smart Sock Baby Monitor it keeps track of the baby’s oxygen levels and heart rate when sleeping so parents can be warned if the baby needs to be looked after. 

According to Edison Research, 81% of all mothers are active on Facebook, making Facebook the perfect platform for advertising children’s products. Facebook also has a lot of users aged 25-34, which is a common time to become a parent. 

There is demand, as well as the target group, but the company needed to reach out to its potential customers. To do this, they needed to attract the attention of users. When Covid-19 made it difficult for customers to feel the security that their product would provide in the store, they chose to try something new. Pastel colors against a night sky, good animations and outstanding products. Each ad also had a Buy Now button to increase call-to-action and place customers on the website to buy.

Owlet’s managers for their marketing have said that what made the ads extra successful was that they both created a nice visual story that markets the product as well as maintains the company’s appearance and values. 

Following the successful campaign, Owlet conducted a survey to compare animation with a studio-produced campaign, the new campaign yielded:

  • 6% higher income per krone spent
  • 19% higher order value
  • 55% higher percentage of clicks to the website (CTR)


Xbox is a game console that is growing a lot at the moment, we will look back at a campaign they did on Instagram. On Instagram, most of it is about what the picture looks like (it determines whether the viewer stops or scrolls on). They promote the Xbox design lab, a service that allows users to design the colors of their controls.

Xbox took a bunch of pictures with the popular ”flat style” (also known as tuber ). Here are the different color combinations you could create. What makes the campaign special is how well adapted it is to Instagram. The style with a picture from above is becoming more common on instagram and is often used for clothes, desks or food. However, Xbox has taken the style to a new level with this campaign. The fantastic color combinations and the discreet placement of the controls are also smart, just the right amount of advertising.

When you look a little closer, you see the reflection behind the pictures. Microsoft has targeted specific audiences of players. The target audience is always Xbox players but different types, athletes, gamers, artists intellectual or speed crazy. By targeting specific audiences, they were able to maximize engagement on each image.


GoPro is living proof that online competitions are still not extinct. With their annual competition to announce their new GoPro Hero 9 camera, they are attracting attention from all over the world. The competition allows users to submit their coolest uncut movies to win some of the billions in prize money. 

With over 10.9 million likes on their Facebook page, they got 29,000 people from 125 countries to submit their videos in just 80 days. With the clips from their camera, they made a video, ”2 minutes of what it means to be a part of the #GoProFamily”. The video was published on Facebook and gets lots of views. 

GoPro’s followers and fans are largely people who actually make clips themselves. So while 1 billion may sound like a lot of money for a campaign, they provide the opportunity to show their camera to potential customers worldwide while associating cool tricks and cool extreme sports with their brand.



Wendy campaign

Wendy campaign

The American fast food chain Wendy understood that the Americans felt lonely during the Covid crisis. They used twitter marketing as a means to reach out to their customers’ emotions and remind them that restaurants are still open. Their GroupNugs campaign , a variant of group hugs, reached customers and managed to raise awareness about their nuggets. 

They offered their customers to send 10 pieces of nuggets to a friend during a weekend campaign on twitters, another week they offered 4 nuggets in the drive through. All this only through twitter. What they have succeeded extra well with is influencing the feelings of the reader, by showing love and sympathy they managed to get their customers to come back to the restaurants. 

”You have not been isolated this long since primary school – you need a nugget.” – is another example of how well they adapted to the current situation. 

Krisers Pets

Krisers Pets is a company that offers washing of pets. In this picture, just like many others on their instagram, they used cute shampooed animals as marketing. Who does not like cute pets? – No, it is actually proven that pets are the best way to get us stressed people to stop in everyday life. Simply to read what companies have to offer. When I saw the picture myself, I immediately realized that Krisers Pets was washing pets, but a little humorously, I also wondered how many times the dog had to pose with his ears out to take the picture?

The easily accessible CTA button in the picture makes it easy to get in touch with the company to test their services. However, what makes this particular campaign brilliant is how clear it is what the company does, they wash pets. Sometimes the best way to present your business can actually be to easily and clearly take a picture of what you are doing. 

Crisis Pets


Award-winning actor and comedian Kevin Hart has a personality that dominates on camera as he uses his confidence and humor to create high-class entertainment. On his Instagram account with almost 60 million followers, he collaborated with Pokerstars , a website for online poker games. 

In addition to Hart, the post he made also included the runner Usain Bolt, the two celebrities competed to eat strong chicken wings. Daniel Negreau, a top-ranked poker player, acts as referee. Pokerstar’s decision to gather so many celebrities in the same post creates an unusual but funny combination. The combination both surprised and impressed the audience, but above all, Pokerstars proves to be a trendy company. The video also creates a memory that you can associate the company with. 

Creating marketing with comedy and celebrities proved to be very effective. The audience gets a fun way out of everyday life while being convinced that Pokerstars is something for them. The positive attitude towards the celebrities is discreetly transferred to the company. 

Is this something for us?

The answer is simple, yes it is! Although the right strategy for you may not be to copy one of the campaigns I went through today, you can definitely learn something from them and apply it to your own campaigns. Be careful not to copy these 6 marketing successes but make them your own. 

If you have learned something from this post, do not hesitate to share it with your friends and colleagues. So they can learn as much as you!

Hur du skapar ett starkt varumärke

Hur Att Skapa ett Starkt Varumärke

In the store, you buy more than just the product, right? They have managed to create their brand!

Coca Cola is not just a soda, Apple is not just a phone and Volvo is more than a car. The companies have succeeded in creating strong brands. When you pay for one of these products, you not only get the actual product, you get the experience. The companies that sell a product to you know exactly what kind of experience you expect, you want the feeling of quality or status from their particular brand. It’s called branding, companies create a brand.

Creating a brand is more difficult than you think, to succeed in creating an image of you that everyone recognizes, you have to create a common thread through your company. Everything from the color codes on your website to the language in your instagram posts must be coherent. Everything must contribute to what you want your customers to feel when they interact with your company. A company is more than just the name!

A clear common thread gives your customers reason to buy, to remember and to prefer your products. After reading our guide, you will know exactly how to create a strong brand in your industry.

What is a brand?

Before we start with how important it is to create a strong brand with your customers, we will start talking about the basics, what is a brand?

A brand is what you offer to your customers, it is what sets you apart from your opponents and makes customers choose you. The brand often has a name, a logo, a slogan, a color code, a voice (will return to this). It’s not just what you offer to paying customers, it’s also about your social media and passers-by on the street.

Creating a strong brand

Creating a brand is important and complicated, it requires a lot of research and reflection, so today we will help you along the way with perhaps one of the most important steps in your company’s history.

Who are your target audience?

The first step before you can create a strong brand, you need to know who to meet, who to impress with what you do. If you are not sure who will be hit by your business, you will not be able to achieve the trust, the awareness, the presence and of course the revenue you expected.

Before you start pressing the pen against the paper, you should think about the following questions to be sure who your target audience is:

  • Who benefits from your product?
  • Who is the ideal customer?
  • Why did you create your business from the beginning?

Once you have answered these questions, you will know who your target audience is and it is only then that you can continue to reach them in a good way.

What is your purpose?

It may sound ridiculous to think about why you have created a company and what the purpose of it is, but thanks to this you can find out how this should radiate all your business. You need to know what your story is and what you are going to convey to your customers through your brand.

Does that sound a little unclear? Think of it this way, everyone wants to sell their product. But Coca Cola wants to offer you the cold drink you want after a hot day at the beach. Starbucks wants to give you the dream coffee after a long day of work. All companies we help the customer with something, but what is actually important is the experience around the product. What can you offer and at what time does your brand fit?

Once you know how to help your customers, you can base all your presence on this.

What are your benefits, why should the customer choose you?

There are probably many companies in your industry but we want you to sell best. It’s easy to focus on your opponents but today we’ll look at how you can succeed with your sales.

What is different then? Well that’s your brand.

That’s why you need to fill your brand with things that are yours, and only yours. Your values, your benefits and your quality. That’s what makes you unique, this is what you should push when creating a strong brand.

That’s why I think you should take a moment to sit down and look at your company, what is it that makes you unique from everyone else, then I do not mean the products that you offer but rather your unique positions that differ from the opponents . You should keep this in mind when building your presence.

What are your visual characteristics?

Now you have hopefully found out who your target group is, what you want to achieve and why customers should choose you. Then we can continue with the fun parts of creating your brand, creating visual characteristics. As we talked a bit about before, it is important that your customers can recognize you when you are active online, to do this it is important to choose a font, create a logo, choose a color palette and create an icon. You should base this on what you have arrived at in previous steps.

When you create these, you need to make sure that they match your purpose and reflect your benefits that you offer. If you are a larger company, it can be beneficial to create some documentation about how you who have created a brand think that it should be used. This is good if someone else you will handle marketing so your thoughts match and the characteristics are kept consistent.

How does the company’s voice sound?

To be able to sell, you have to communicate with your customers, how does it sound when you communicate with your customers? How does the company sound?

When a customer contacts you, you need to make sure they recognize who they are talking to. A way of writing, a simple answer that is recognizable to your customers is also part of your brand. Another way to let your customers recognize you and let them have a voice on you is to create an animated commercial .

Make sure your customers recognize who they are talking to right from your social media campaigns to your blog posts and website. Keep it consistent. Creating a brand is about consistency, keeping the common thread. This also applies to your tone online, your voice.

To create a strong brand, follow the common thread.

Creating a brand is about being recognized. Follow the common thread!

Are you ready to create a brand?

Now we’ve got to the part where it’s time for you to start shaping your brand. We have today talked about what is important in theory, but you should now apply it in practice. Make sure your brand is spread across all possible platforms and remember. The Red Thread.


Fill your page with logos, colors and fonts that match your business. Do not use anything that does not suit what you want to convey. Your website is a big part of who you are. You also want to make sure that all the content on your page reflects your voice. The company’s voice should be visible in blog posts, buttons and product texts.

Social Media

All photos, videos or company photos should represent your brand, who you are. We recommend that you use your logo as a profile picture and just like on the website, all posts and descriptions should reflect your voice. Let your customers recognize you.


If you sell actual products, packaging is the time that your customers actually hold the brand in their hand , shouldn’t they show what company you are? Create your packaging so that it matches the experience you want to give a customer. Fonts, colors and phrases should also match what you can see on your website and social media. All to follow the common thread.

Customer support

A brand is nothing if there are no people working for it behind the scenes, make sure that your customer support is committed and knows what image they are to convey to the outside world. Make sure your customer support uses logos, known phrases and your voice. Remember your voice.

Is the brand as a person?

We think that, an easy way to make your brand strong and recognizable is to see it as a person, let the customers do the same. If you want to see how it works, try answering the following questions:

  • How would your brand present itself?
  • What is the appearance of your brand?
  • In what way would your brand speak? Would it speak seriously and professionally or fun and a little challenging?
  • How would others describe the experience after hitting your brand? What is their first impression in a few sentences?

As another thing we want to help you think about, these questions are something you want to be able to answer about your company to build your communication on this.

Create a strong brand as a person

You can think of creating a brand, is like raising a person.

Ready for your brand?

Now you have hopefully managed to both lay the foundation and create a strong brand. As I have said many times now, it is incredibly important to follow the common thread. Make sure you are consistent with your brand. You should always keep the strategy in mind when exposing yourself to your customers, it does not matter if it is online, in the shop window or in an email campaign. This is your brand, what your customers experience when they shop with you.

3-stegs Digital Strategi

The problem with a sharp digital strategy that helps you sell more online may be because we are constantly encouraged to do more things, said the Florida Independent director, who is currently very successful in his business.

You have to

  • Blog regularly
  • Run webinars
  • Post regularly on Facebook, Instagram, LinkedIn, Snapchat, etc.
  • Have strong email marketing
  • Content marketing
  • Focus on search engine optimization
  • Advertise on Facebook and Google
  • Write whitepapers and eBooks
  • Hold lectures

This leads to half-baked attempts in each category, instead of a focused effort on the few things that actually generate results. The truth is that a good digital strategy can generate new leads and paying customers every day, completely automatically.

Let’s take a closer look at our 3-step digital strategy that we use to generate new customers, where we have seen ROI as high as 1413%, ie SEK 1,413 sales for an invested hundred note.

1. Exposure
2. Provide value
3. Provide evidence

So we start with a very general advertising campaign on Facebook and Google to get people who are interested enough to at least visit our website.

This ad has given an ROI of 529%. As they visit our website, we can then show retargeting ads to those who visited the page but did not order from us, and we do this in a strategic way.

Instead of continuing to show ads that actually add some value, our first ad is a video where we tell you how to actually use what we sell to get results.

This ad has given an ROI of 883%.
We are directly responsible for how many companies in Sweden try to add any value at all to their target group?

Point # 3 in our digital strategy is another retargeting ad, in this case we take the opportunity to reduce the risk of hiring us by providing proof of how many satisfied customers we have had.

Again: instead of just having a “corporate movie from SEK 6,997” ad, we have a slideshow video where we show reviews from 11 of our customers who have been really happy.

This ad has given an ROI of 1413%.

Getting people to know us provides valuable information to these people that not only makes them like us a little more, but also strengthens the argument for why we should be hired, and reduces the risk of hiring us by proving that there is nothing to worry about because we have such satisfied customers.

Of course, our ads are in video format, not because that’s what we sell, but because it simply works best. Video performs significantly better than text and image, viewers remember better, and it places less demands on the brain office to watch a video than to read a text.

We can help you produce an exact copy of our strategy, for your company. We create a video about your company to gain exposure. After that, we create a valuable piece of content together, where you teach something that helps your target group, and finally we create a review video to prove how cruel you are based on what others say about you. After this, we will advertise the videos for you on the platform that best suits your target audience.

Order a video directly on our website, or contact us to discuss this 3-step campaign, and what it could look like for your company.

Animated Commercial Warranty

Cialdini’s Principer: 50 Ways to Get a ”Yes”

Do you want to get people to say ”YES” more often?

Win over customers and business?

In this article, I go through my greatest insights from the book “Yes! 50 Scientifically Proven Ways to Be Persuasive. And more importantly, how you can use them to get people to do what you want.

If you are planning on selling something, online or offline, it is important to know how to persuade people, it is emphasized in an article in The authors say that persuading people is not an art. But rather a technique. And with the right knowledge, anyone can master it.

One of the authors, Robert Cialdini, is without a doubt the greatest expert on the subject. His books are bestsellers and have been on entrepreneurs’ ”must-read list” for over 30 years.

In Cialdini’s first book, Influence , he came up with six principles for influence.

Here’s a summary of the principles if you’ve never heard of them:

Robert Cialdini’s 6 Principles of Influence

Principle # 1: Retaliation

People feel obligated to give back to someone who has given to them.

Tips for use: Teach potential customers things. Give tips that people use. Give something away for free. And treat people like customers long before you sell them something. BEFORE you even start selling to them.

Company coach Jay Abraham used to say, ”Become your customers most trusted advisor.” Below is a clip where he describes this principle in detail.

Watch the video here:

Principle # 2: Commitment & Consistency

We usually do not want to change our mind when we have decided on something. Because we want people to see us as consistent, and that we keep our word.

Tips for use: Offer something small, eg something for free, and work your way up from there. Sell ​​something small first (an irresistible offer) even if you do not make any money on it.

Why? Because according to Cialdini’s surveys, it increases the chance that they will return and make larger purchases.

Principle # 3: Social Proof

People decide what to do in a situation by seeing what others do.

Tips for use: View the number of customers who use your product. Tell us what current customers are saying about your product. Link to articles about you.

Principle # 4: Authority

People listen to authority figures (experts, police, role models, etc.) to see how they should behave and what decisions they should make.

Tips for use: Show that you are an expert in your field. View certificate. Show result. Get a ”celebrity” in your industry to recommend you.

Principle # 5: Liking

We more often say ”yes” to those we know and like.

Tips for use: Relate to your customers. Dare to share details about yourself. Write articles. View demonstration videos. Be friendly and helpful.

Principle # 6: Scarcity

Things that there are only a few of are more valuable in our eyes.

Tips for use: Limit certain offers. Restrict access to your product. Make it seem exclusive.

You can read a more detailed article about the principles here . And if you want a full understanding of the principles, you can read the book ”Influence”.

With that said, his second book, ”Yes! 50 Scientifically Proven Ways to Be Persuasive”, is based on the first book and has several practical ideas. And those are the ones I’ll go through now.

So, what are the 50 ways to get a yes?

50 Scientifically Proven Ways To Get A Yes

Important: My ”Tips for use” below are suggestions only and may not work for you.

# 1.) Make your product seem popular.

Example: In an advertising campaign, ”Call now, our staff is waiting for you to call,” was changed to ”If our lines are busy when you call, try again.” The change increased the number who called because people got the impression that others were also trying to buy the same product.

Tips for use: Sell ​​your first 100 products for a cheaper price. And say ”Only X left for this price.”

# 2.) If you want to get a person to do something, mention that similar people have done the same thing.

Example: A hotel put up signs in the bathrooms informing that previous guests were environmentally friendly and reused their towels. Reuse increased by 33% when the hotel changed the signs to ”Previous guests in this particular room chose to think about the environment and reuse their towels” .

Tips for use: Imagine making websites for photographers. You show that other photographers are your customers by putting their logos on your website.

Negative behaviors are reinforced if you focus on them.

Example # 1: An advertising campaign aimed at getting more women to vote. The ad mentioned that 22 million women did not vote last year. And after the commercial was broadcast, even fewer women voted. Why? Because it showed women that it was socially acceptable not to vote .

Example # 2: A park tested two signs. One said ”17% who walk in this park steal things that belong to the park.” While the second sign said “83% who visit this park choose to leave the park’s things  alone. Please do the same. The first sign tripled the number of thefts in the park.

Tips for use: Tell us what previous customers have done, such as ”Become one of our 1127 subscribers and sign up for our newsletter.”

Positive feedback on a behavior increases the chance that the person will continue that behavior.

Example: A survey measured how frugal people were with electricity. At the beginning of the survey, those who were frugal received a letter saying, ”You are more frugal with electricity than others in the area.” While people who were not frugal received a letter saying, “You waste more electricity than others in the area. “  Result?

The frugal began to use more electricity. While those who wasted began to use less. The next survey sent a ”well done” letter with a smiley to people who were frugal, and it made people continue to be frugal.

Tips for use: Send a ”Thank you” email to customers. Tell us how happy you are to have them as customers. And ask if there is anything else you can help the customer with.

Too many choices can lead to decision anxiety.

Example: When a company’s employees had to choose between 2 funds, 75% signed up for the pension agreement. When they instead had to choose between 59 funds, only 59% signed up.

Tips for use: If you sell a lot of products on your website, DO NOT show all products on the home page. Show only (for example) the most popular products.

To learn more about how choices affect our decisions, read The Paradox of Choice .

6. Free is not valuable in our eyes, so always mention what something is worth.

Example: A group looked at a pearl necklace in an ad and were told how much they thought it was worth. Another group also saw an ad with the pearl necklace. But there it was given away for free if you bought a liqueur bottle. Results?  The other group thought the pearl necklace looked cheap because ”why else would the company give it away for free?”

Tips for use: Always mention what something is worth. For example. Download for free: A guide that shows step-by-step how to learn yoga in 30 days (value: SEK 1,000).

7. A more expensive product can make a cheaper product look like a better deal.

Example: After a company introduced a better and more expensive version of a toaster, sales of their old toaster increased. Why?  Because people usually do NOT want to buy the most expensive version of a product.

Tips for use: If you sell services, you can show customers three different packages (eg bronze, silver, gold), where the middle option is what you want the customer to choose.

Below is an example of how Animated Commercial used this principle (Price example):

Cialdinis Principles-2

8. Scare tactics only work if you tell the person how to escape.

Example: A group got to read a brochure about how dangerous tetanus is. While another group got to read the same brochure AND instructions on how to get vaccinated. More people from the second group signed up for vaccinations compared to the first group. The reason is that the first group thought that something as rare as tetanus would never happen to them.

Tips for use: Dare to talk about ”scary” things in your marketing. But remember to present your product or service as the solution.

Here is an example:

”Afraid to go home alone in the evening? Do not you wish there was a way to protect yourself from nasty types? You know who I mean: the psychopaths who try to contact you and ask – threateningly – ” where are you going? Wouldn’t it be great to have a safe, effective, and easy way to stop maniacs with just the push of a button? El Kuben – the world’s first personal energy shield against criminals …”

9. Do someone a favor and he / she feels obligated to give back.

Example: The probability that someone bought match tickets was twice as great if they had first received a small gift. Compared to when they were only asked to buy the tickets.

Tips for use: Give something away for free.

Examples of what Stubborn Entrepreneur gives away:

Cialdinis Principles-3

10. A personal tone on messages increases the chance that people will respond.

Example: Three forms were placed in an office. First had a personal note. Others had a personal note and even asked people to fill out the form by hand. Third was printed from a computer. First received 75% response, second 48% response and third 36% response. People appreciate a personal style. And the handwritten text in the first form showed that someone had made an extra effort.

Tips for use: Talk to customers as you would with a close friend. Here are two ways to say the same thing:

Dear customer, the order for Product Y has been received by the staff at Company X and will be processed within the next day. This is an automatic email that cannot be answered. Company X ”

VS the personal way of saying the same thing:

Hi Robin, THANK YOU for your order! You are cruel 🙂 I will, personally, make sure that your product is sent to you within 24 hours. If you have any questions, just reply to this email. I read all emails. See ya! Robert ”

11. A free gift that is personal and unexpected has a better effect than if the gift is expected and given to everyone.

Example: When a waiter included a piece of chocolate with the bill, the tip increased by 3.3%. But when the waiter, personally, gave the customer a piece of chocolate for the bill, the tip increased by 14.1%. In another experiment, the waiter gave one piece of chocolate per guest, and when he turned around to go he pretended to come up with something, turned back to give another piece of chocolate per person.

Results?  23% increase in tips because the customer thought it was both personal and unexpected.

Tips for use: Imagine running a book club. Customers who sign up get your favorite book home for free. Just because you are so happy to have them as customers.

12. There is a greater chance that someone will do you a favor if you have already done them a favor.

Example: The hotel in Chapter 2 tried two more signs. The first said ”A donation is made to a non-profit organization if you reuse your towel.” Others said ”A donation has already been made to a non-profit organization because the hotel trusts you to reuse your towel.” Guests who saw the second sign reused their towel 45% more often than those who saw the first sign.

Tips for use: Tell customers that your company donates SEK 100 of each order to the children in Africa. Or alternatively that you have already donated a certain amount at the beginning of the year.

13. A service is seen over time as less valuable. So if you want the person you have helped to do something for you, tell them what you did for him once upon a time.

Example: An experiment was done where employees of a company would do a service for each other. And afterwards tell what they thought the service was worth. A few weeks later, they were reminded of the service and would again tell what they thought it was worth. Those who had done someone a favor saw it as more valuable. While those who received the service saw it as less valuable.

Tips for use: If you have given something to a customer, you can say, “Do you remember when I gave you that free gift? Could you do me a favor and share it with two friends?

14. Ask for a small service before asking for a larger one.

Example: Homeowners were asked if they could put a large ”Drive Carefully” sign on their property. In the first group, 17% said yes. While 76% of the second group said yes.

What was the difference? The week before, the other group had been asked to put up a small ”Drive carefully” sign in the window. When the other group said yes to the small sign, they saw themselves as more socially responsible. And therefore the big sign felt natural.

Tips for use: Sell ​​the customer something small before you sell something large. For example. a web designer can create a logo for a client for
only SEK 300. And afterwards ask, ”Do you want me to design a brochure for you for SEK 3,000?”

15. If you want to get a person to do something, make that person appear like someone who would do such a thing.

Example: A group was interviewed about their voting habits. Half were told that their answers showed that they seemed more politically active, and that they were therefore more likely to vote. On election day, 15% more people voted from that half of the group.

Tips for use: Tell a customer that he or she seems to be the type of person who understands the value of something. Or tell a child that ”you seem to be the kind of person who is smart and runs the school. ” The principle behind this is that we want to live up to others’ expectations of us.

16. Asking people if they agree with your demands increases the chances that they will.

Example: A restaurant stopped saying ”Call if you need to cancel
your table,” and instead said ”Can you call us if you need to cancel your table?” This reduced the number who did not show up from 30% to 10%. Why? Too many do not have the strength to call and cancel but because they said ”yes” they felt compelled to show up if they had not canceled.

Tips for use: Eg. to meetings: ”If you are prevented at the last second, can you call and tell it?”

17. If we sign something, we are more likely to keep our word.

Example: Group A promised, without signing anything, that they would work for free at a school. Group B promised, and signed a document, that they would work for free at the school. 17% from group A showed up to school. While 49% of group B showed up.

Tips for use: Imagine you have a course. Customers who buy it can sign a document where they promise to do their best and complete all 8 weeks of the course.

18. We can change our minds without being seen as inconsistent if circumstances have changed.

Example: People do not like to change their minds because they are afraid of being seen as inconsistent. So if you want them to change their minds, you need to explain why the new choice is consistent with the previous choice. The previous election must not be seen as a mistake. People need to be able to rationalize their previous bad choices because otherwise they will not change their minds.

Tips for use: Eg. if you are going to persuade a customer: “With the information and options available before, it was smart of you to choose this. But technology has changed. That is why it is now logical to choose us because our program allows you to do the same thing in a simpler and faster way.

19. If someone does you a favor, they like you more.

Example: Group A was involved in a survey that promised a sum of money. After the experiment, the researcher asked if he could keep the money because he used his own money. Group B had to keep the money and the researcher did not come up afterwards. Both groups were allowed to tell what their impression was of the researcher.

Results? Although Group A was not allowed to keep the money, they liked him better than Group B. The reason was that they unknowingly thought, ” I’m sure I did this for him for a good reason – he’s a nice guy!”

Tips for use: Ask customers to do something for you (eg share an article, write a review, etc.)

20. People usually agree to what you want if you ask for something very small.

Example: In a survey, they went door-to-door to receive donations. Group A only asked for a donation. While group B ended with ”the smallest crown would help”

Results? 28.6% donated from group A compared to 50% from group B.

Tips for use: Pretend you are looking for a business idea. You call around to entrepreneurs to find out problems that you can solve. You say, ”Can you tell me a little bit about the biggest frustration you experience in your business? It only takes 60 seconds and would really help me.”

21. At auctions (eg Tradera), low starting prices usually lead to higher selling prices.

Example: Surveys on eBay show that more people are bidding on things with a low starting price, and this usually leads to them paying more than they had originally thought. The explanation is that people feel that they have ”invested” too much time in updating their bid to release it.

Tips for use: Set the bid price really low. Then you get more people bidding, competing against each other and giving you social proof.

Note: This does not work if your market is limited to just a few people.

22. Someone else’s recommendation of you is more persuasive than your own words.

Example: Well-known lecturers usually have someone introduce them. Brokers usually refer to ”Fredrik who has 10 years of experience in selling houses in the higher price ranges.” And dentists have diplomas on the walls.

Tips for use: Get a customer to say a few good words about your business. Put those words, plus the picture and name of the customer, on your website.

Cialdinis Principles-4

Examples of how Team Guardab uses references.

23. Listen to other people’s ideas even if you choose your own.

Example: The researchers who discovered DNA said they were ”far from the smartest people. The smartest person was Rosalind Franklin,” and that ”Rosalind was so intelligent she almost never asked anyone for help.” The best idea usually does not come from one person. But from a collaboration between many people.

Tips for use: If you work in a team, remember to listen to others’ suggestions. Because surveys show that the smartest person usually makes worse decisions on their own than if a team had collaborated together.

24. Employees do not always dare to challenge the boss’s bad decisions, so managers must constantly encourage others’ ideas.

Example: In some companies you have a ”devil’s lawyer” (someone who should try to take a negative position). But surveys show that people do not take it seriously. And think that person is just arguing against because it is his job. One problem that arises is that once they have listened to that person’s weak arguments, they feel secure in their position of ”we have listened to all other alternatives!”

Tips for use: Create a culture in the company where people dare to disagree and say if they do not agree with something. Encourage the opinions of others.

25. People remember mistakes better than the correct way of doing something.

Example: A group of firefighters saw a list of mistakes that other firefighters had made. Another group just went through a list of things that needed to be done. The first group was better at dealing with real situations. Exercise based on correcting mistakes is more effective than exercise that only focuses on doing the ”correct thing.”

We learn by mistake. But it does not have to be our mistakes. Billionaire Charlie Munger

Tips for use: If you have a course where you teach people golf. Show first show how the person holds the club in the wrong way, and then show the correct way to hold the club.

26. Mentioning the disadvantages of your product makes the rest of what you say more credible.

Example # 1: Volkswagen’s car ”Bubblan” looked so strange that they chose to point it out in the advertising campaigns. N is the company pointed out the negative with the car, people could instead focus on the positive with the car.

Cialdinis Principles-5
An article from Volkswagen’s advertising campaign ”It will stay ugly longer.”

Example # 2: The company Avis tagline is where ”We’re # 2, but we try harder (When you’re not # 1, you have to.)”

Cialdinis Principles-6
Note how they get the disadvantage, ”we are second,” not sounding so important, and instead they make us focus on the benefits. #smart

Tips for use: If you sell an Internet-based service, you can tell what the service can NOT do. Then tell us what it can do, and why the disadvantages do not matter so much.

27. Angle the downside of your product as something positive (eg a restaurant that is small but cozy.)

Example: A restaurant had three ads. An advertisement showed the restaurant’s cozy atmosphere. An advertisement showed how few parking spaces there were. And a third ad showed both the cozy atmosphere and the few parking spaces. The people who saw the third ad thought, ”The restaurant is so cozy that they do not even have enough parking spaces.” And that made the restaurant appear even cozier in their eyes.

Tips for use: Do not say ”My product lasts longer than other products.” Instead, say ”My product is more expensive than many others. But it definitely lasts longer.” A freelancer once said to me, ”I do not have the lowest prices on the market. But I can guarantee you will get a website that gives you the results you are looking for.”  It sounded much better than if he had just said, ”I’m the best!”

28. We trust people who acknowledge (and take responsibility) for wrongdoing.

Example: Company A blamed the low sales on economic welfare in the country. While company B said that sales were low due to a bad decision by management. Results? As company B took responsibility for the mistake, investors thought the situation was under control. While Company A appeared to be their captain losing control of the ship.” 

Tips for use: Take responsibility for your mistakes. And say what you plan to do to correct the mistake. We have more confidence in people who take responsibility than those who blame external circumstances.

29. People are more easily persuaded if you have something in common with them.

Example: People named Cindy Johnson received an email from Cynthia Johannson. While people named John Smith received an email from Gregory Jordan. In the first case, 56% responded, compared with 30% in others. Why? The similarity in the name.

Tips for use: You run a blog. From your statistics, you know that the average person who reads your blog loves horses and being in nature. On the blog, you tell about your horse Elvira that you have had for almost 10 years. And that you two go several forest walks a week.

30. People like to hear their own name. And people like things like their names.

Example: In the United States, there are 3 times as many dentists (”Dentists”) named Dennis than any other name. The number of people named Florence is extremely high in Florida. The same is true of the name Louise in the state of Louisiana.

Example # 2: See how Coca Cola sells its products. They write our names on the jars.

Cialdinis Principles-7
Coca Cola uses this principle in their marketing.

Tips for use: Do not give your product an ugly or unspeakable name. And if you are pitching a service or solution to a company, try naming it after your client’s name. Maybe ”Team Guardab’s Profit Plan” or ”Olsson’s Quotation.”

31. People like you more if you repeat what they say.

Example: Waiters who repeat what guests order earn 70% more tips than those who just say, ”Okay.” Why? Because we appreciate when someone is careful and really listens to us.

Tips for use: Imagine you are in a meeting. Your customer has just described everything he wants you to help him with. Then you summarize everything he has said and ask if you have missed anything.

32. People like people with real smiles (fake smiles make people doubt us).

Example: Group A talked to a clerk at a hotel who smiled and asked questions about how he could improve their stay. Group B only got to see the clerk smile. The majority in Group B thought the clerk’s smile was false.

Tips for use: Some day after customers have bought from you, you can send them an email. And ask if you can help them with something. And if there is something they are dissatisfied with or wondering about.

33. Things that are disappearing are more valuable.

Example: People bought more Australian meat when they learned that this year’s stock would soon run out.

Tips for use: Restrict access to your product. Say ”Only 200 seats available.”

34. People react more strongly to almost losing something than to almost winning something.

Example: Coca Cola introduced a new Coca cola that people thought tasted better in test after test. But when the new Coca Cola went on sale in the store, people hated it. Because people were losing something, there were a lot of protests and some sued Coca Cola.

Tips for use: Instead of just describing the benefits of your product, tell what the customer will lose if they do not buy it.

35. The chance that someone will do you a favor increases if you give them a reason why.

Example: In the queue for a copier, one person asked, ”Can I go before you in the queue because I’m stressed?” 94% agreed. Then he changed his reason to, ”can I go before you because I have to make copies?” 93% agreed with it even though it is the reason why everyone is standing in line. When he asked the question without ”because” ( ”can I go first in line?” ) Only 24% agreed.

Why? Because people want a reason why they do something. And a bad reason is more persuasive than none at all.

Tips for use: Always give a reason, eg ”Read this article because it will make you smarter,” and  ”Share this with friends to make me happy.”

Note: For larger items, the reason must be good.

36. It can have the opposite effect to ask people to come up with too many reasons to choose your product.

Example: Group A saw an ad that said ”So many reasons to buy a BMW. Can you name 10?” Group B saw an ad that said ”So many reasons to buy a BMW. Can you name 1?” Afterwards, the groups were asked how likely they were to buy a BMW. The group that had to choose 10 reasons mentioned Mercedes-Benz as their next choice of car. While Group B mentioned BMW.

Tips for use: People decide how good an alternative is based on how easy it is to come up with reasons for that alternative. So give your customers a simple task, for example: ”Mention a reason why you need our product” Difficult tasks such as ”Mention 10 benefits of our product” can have the opposite effect.

37. People prefer words that are easy to pronounce.

Example: Studies of the stock market between 1999 and 2004 showed how stocks fell and rose. Results? Shares with pronounced names give higher returns than shares that are difficult to pronounce.

Tips for use: Write in a way that is easy to understand. Use a font that is easy to read.

38. Sentences that rhyme are more persuasive.

Example: Surveys show that people believe in ”Caution and measure will win you treasure” but not in ”Caution and measure will win you riches.”  Same with ”What sobriety conceals, alcohol reveals” over ”What sobriety conceals, alcohol unmasks.”

Tips for use: Name your company, product or course something that rhymes. Examples are ”Coca Cola”, ”Ronald McDonald” and ”Youtube.”

39. You can control how a person views something through comparisons.

Example: Sales increased by 500% when a seller started saying that owning a whirlpool is like having an extra room in the house, AND that potential customers would compare the price with building a new room. Compared to building a new room, buying a whirlpool is cheap!

Tips for use: You can control how you want people to see your product. For example.:

Clickfunnels controls how people view their product by comparing it with competitors. And highlight the advantages that their product has but not the competition.

You can also control how people view the price:

Contrast affects us: “Wow, did it cost SEK 3,000? Then SEK 99 is a real bargain!

40. Bonus program with a head start works better.

Example: A car wash gave a group of customers a free car wash after 8 times, and everyone got the first stamp on the first visit. Group B got a free car wash after 10 washes, but had to start with 3 stamps on the card. Both groups had to wash the car 7 times to get a free wash. Of group A, 19% returned. While 34% in group B.

Tips for use: If you eg Running a smoothie shop, you can try giving away a free smoothie every ten times. And give the customer 3 stamps to start with.

41. People like names and descriptions that make them think of meaning.

Example # 1: People prefer crayons with names like eg ”Cornflower yellow” or ”Orange orange,” where people can imagine the color and get an ”aha” moment.

Loka does not say ”Our water is fresh.” Instead, they say ”Our water is from the ancient health source in Bergslagen.”

Tips for use: If you eg sells soap, do not just say ”Smells like orange.” Compare the soap with freshly picked oranges from Florida. And washing your face with the soap feels like liquid sunshine. How the scent is reminiscent of a warm and sunny day in the orange groves of Florida.

42. The best advertising campaigns are based on previous marketing (eg Volvo stands for safety.)

Example: In a survey, people were asked ”Which company is represented by a rabbit and the phrase ’goes, goes and goes’?” The majority answered Duracell. And Duracell increased sales with that advertising campaign.

Tips for use: Find out what you want your company to be known for. One word or sentence is enough. Hammer it into customers’ heads year after year.

43. Mirrors can prevent people from doing dishonest things.

Example: A group was given paper towels to wipe something off their hands on the way out. When there were mirrors in the entrance, only 24% littered (threw the paper towel on the floor). Without mirrors, 46% littered.

Tips for use: If you own a store, you can have mirrors in the store to minimize the number of thefts.

44. Our mood affects how we buy and sell things (Sad people buy more and sell less.)

Example: Group A got to see an emotionally charged movie about someone who died. Group B was not allowed to see such a film. Both groups were asked how much they would pay for one thing in front of them. Group A gave 30% higher prices than group B.

Tips for use:  Never make important decisions when you are in a bad mood.

45. Tired people are easier to persuade.

Example: Two groups saw a product demonstration and afterwards told the probability that they would buy the product. Group A was tired while group B was rested. Group A was more likely to buy.

Tips for use: Surveys show that if you are tired, you start to believe everything you read. So never make important decisions when you are tired. And if you want to persuade others, do it late at night (as all infomercials do).

46. ​​Caffeine makes strong arguments more persuasive (but has no effect on weak arguments.)

Example: Group A drink orange juice. Group B drink orange juice with caffeine. Both groups received two arguments for a controversial topic. One argument was weak and the other strong. As both groups disapproved of the weak argument, group B was 30% more receptive to the strong argument.

Tips for use: Invite potential clients for coffee during the meeting. And then come up with strong arguments for your product.

Read more about this principle here .

47. Persuading someone face to face is easier than with other communications (eg Facebook, email, phone, etc.)

Example: Group A had time to meet and get to know each other, and then resolve a conflict. Group B was allowed to do the same but without meeting. 94% of group A managed to resolve the conflict while 71% of group B succeeded.

Tips for use: Try to meet potential clients before trying to sell them anything. If you do not have a chance to meet them, build a relationship via email or social media. Maybe give something away for free.

48. Some countries are more individualistic (USA, Sweden) and some are more collectivist (Asia).

Example: In the United States and Western Europe, the ”You, only better” advertising campaign did not go home. While in Eastern Europe and Asia it became a ”hit.” In the countries it became a hit, it was important to point out that chewing gum made it nicer for other people who felt one’s breath.

Tips for use: In cultures like the United States (and Sweden), you say, ”This product makes you incredibly happy.” and in cultures like Asia you say ”This product makes your friends happy.” For example, ”This toothpaste makes people like your breath,”  compared to ” You get the whitest smile in the whole room.”

49. In Asian cultures, people are more influenced by what their friends do.

Example: A group of American students had the chance to answer a short form. A few weeks later, they had the chance to respond to another form that would take twice as long. No payment for any of the forms. The same experiment was done among Asian students.

Results? 22% of American students responded compared to only 10% of Asian students. The reason is that the Asian students found out that only a few of their friends filled in the first form, and very few therefore chose to answer the second form. While American students did not care as much about what their friends did.

Tips for use: If you sell something in Asia, you can focus on showing social evidence (clients’ logos, references, what people have said about your product, etc.)

50. In some countries like Japan, voicemail can damage the relationship (instead of talking face to face.)

Example: 85% of Japanese hang up instead of leaving a voicemail. While only 50% of Americans hang up. The test group from Japan said that tone selection, pauses and sound level were important and impossible to obtain in a voice message.

Tips for use: If you do business with someone from another country, find out which is the best way to communicate with them (Email? Phone? Meeting?)

What is your biggest insight?

You now have over 30 years of research on how to persuade people in your head.

And more importantly, PRACTICAL ways to use them.

That’s all for today. Thanks for reading!

Team Animated Commercial


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