053: Inception Series | Don't Use Scarcity or Social Proof Without Doing This... (Lessons From Cialdini)

<p><span style="font-weight: 400;">Today’s episode discusses the effectiveness of story and whether the genre of a story can alter the impact of our marketing approaches. In the study analyzed, researchers conducted three experiments to determine how fear stories and romance stories influenced the effectiveness of social proof and scarcity. The results from this study reveal the importance of building context and priming individuals before using social proof and scarcity tactics. Listen in to hear how these findings can be applied to your copy and how you can tell powerful stories effectively.</span></p> <p> </p> <p><strong>What To Look For In This Episode:</strong></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">How to effectively implement social proof and scarcity approaches.</span></li> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">How to tell a cliffhanger story before showing social proof.</span></li> </ul> <p> </p> <p><strong>Journal Article:</strong></p> <p><span style="font-weight: 400;">Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion.</span></p> <p><a href= "https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2735890/pdf/nihms101563.pdf"> <span style= "font-weight: 400;">https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2735890/pdf/nihms101563.pdf</span></a></p> <p> </p> <p><span style="font-weight: 400;">Griskevicius, V., Goldstein, N. J., Mortensen, C. R., Sundie, J. M., Cialdini, R. B., & Kenrick, D. T. (2009). Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion.</span> <em><span style= "font-weight: 400;">Journal of Marketing Research, 46</span></em><span style="font-weight: 400;">(3), 384–395.</span> <a href="https://doi.org/10.1509/jmkr.46.3.384"><span style= "font-weight: 400;">https://doi.org/10.1509/jmkr.46.3.384</span></a></p> <p> </p> <p><strong>Resources:</strong></p> <p> </p> <ul> <li aria-level="1"><strong>Sign-up for the INCEPTION Webinar and download the worksheets (FREE) – <a href= "http://geoffkull