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