It’s not just by tailoring our influence approach based on people's personality that we can use to influence people.
Demographic and geographic information can also assist us in making a targeted approach to influence.
In doing so, we can consider:
• Age
• Gender
• Ethnicity
• Religion
• Education
• Income
• Home owner
• Socio Economic status
• Geographic factors
These are more fact-based attributes.
So whilst they aren’t as varied as ‘personality types,’ they do provide crucial information to help pinpoint our target market. Attitudes, on the other hand, do require much more finessing. Personality traits are heavily influenced by the following attitudinal traits:
• Advertising resonance – What kind of magazines you read?
• Automotive data - what car you drive?
• Consumer data
• Consumer confidence - Economy / Business
• Lifestyle Data – What loyalty club you belong to?
• What are their buying styles/patterns?
• Civic / political engagement segments - What church you attend?
• Cellular / mobile packages types and level of usage?
Knowing this information alongside the other pieces of information can influence the way that you vote or the products and services you buy.
Taking into account peoples’ activities, interests, and opinions (commonly called AIO’s for short by marketing executives) and their previously mentioned behaviours and attitudes, people can be influenced through 6 persuasion principles.
These include:
• Reciprocity
• Scarcity
• Authority
• Consistency
• Liking
• Consensus
It is the application of these six persuasion principles that can influence and persuade others. Many of the outcomes of the subsequent experiments are underpinned by one or more of these principles of persuasion, so this overview will hopefully lay a good foundation for further evaluation.
Duncan Stevens is an influence expert, founder of the influence association, professional keynote speaker, best selling author and mentalist.
He travels the world helping businesses, organisations, companies and individuals leverage more influence to enable them to become more effective in their work and private lives.
To learn more about hiring him for his keynote speaking services, masterclasses and more please do not hesitate to get in touch through his website https://duncanstevens.com
Duncan can be hired as a sales speaker, keynote speaker, motivational speaker, influence speaker or persuasion speaker.
#segmentation #influence #advertising
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