Julian lechnerandClaude Opus 5.5
4c93437e59
Keep the decision steps in SKILL.md and move catalogs, examples, and checklists verbatim to references/ to reduce the context cost of loading the skill. Co-Authored-By: Claude Opus 5.5 <noreply@anthropic.com>
69 lines
3.2 KiB
Markdown
69 lines
3.2 KiB
Markdown
# Influencing Behavior & Persuasion
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These models help you ethically influence customer decisions.
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## Reciprocity Principle
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People feel obligated to return favors. Give first, and people want to give back.
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**Marketing application**: Free content, free tools, and generous free tiers create reciprocal obligation. Give value before asking for anything.
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## Commitment & Consistency
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Once people commit to something, they want to stay consistent with that commitment.
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**Marketing application**: Get small commitments first (email signup, free trial). People who've taken one step are more likely to take the next.
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## Authority Bias
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People defer to experts and authority figures. Credentials and expertise create trust.
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**Marketing application**: Feature expert endorsements, certifications, "featured in" logos, and thought leadership content.
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## Liking / Similarity Bias
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People say yes to those they like and those similar to themselves.
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**Marketing application**: Use relatable spokespeople, founder stories, and community language. "Built by marketers for marketers" signals similarity.
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## Unity Principle
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Shared identity drives influence. "One of us" is powerful.
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**Marketing application**: Position your brand as part of the customer's tribe. Use insider language and shared values.
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## Scarcity / Urgency Heuristic
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Limited availability increases perceived value. Scarcity signals desirability.
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**Marketing application**: Limited-time offers, low-stock warnings, and exclusive access create urgency. Only use when genuine.
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## Foot-in-the-Door Technique
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Start with a small request, then escalate. Compliance with small requests leads to compliance with larger ones.
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**Marketing application**: Free trial → paid plan → annual plan → enterprise. Each step builds on the last.
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## Door-in-the-Face Technique
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Start with an unreasonably large request, then retreat to what you actually want. The contrast makes the second request seem reasonable.
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**Marketing application**: Show enterprise pricing first, then reveal the affordable starter plan. The contrast makes it feel like a deal.
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## Loss Aversion / Prospect Theory
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Losses feel roughly twice as painful as equivalent gains feel good. People will work harder to avoid losing than to gain.
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**Marketing application**: Frame in terms of what they'll lose by not acting. "Don't miss out" beats "You could gain."
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## Anchoring Effect
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The first number people see heavily influences subsequent judgments.
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**Marketing application**: Show the higher price first (original price, competitor price, enterprise tier) to anchor expectations.
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## Decoy Effect
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Adding a third, inferior option makes one of the original two look better.
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**Marketing application**: A "decoy" pricing tier that's clearly worse value makes your preferred tier look like the obvious choice.
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## Framing Effect
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How something is presented changes how it's perceived. Same facts, different frames.
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**Marketing application**: "90% success rate" vs. "10% failure rate" are identical but feel different. Frame positively.
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## Contrast Effect
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Things seem different depending on what they're compared to.
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**Marketing application**: Show the "before" state clearly. The contrast with your "after" makes improvements vivid.
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