The twelfth and final universal law of persuasion is the law of scarcity. The Law of Scarcity is exemplifying the value and worth of opportunities given the limited availability of such. Whenever a choice is threatened, there is a human need to maintain control and take advantage of this opportunity. Scarcity relies on our consumer ideology that dictates that we should never pass on a good deal. Taking advantage of deals and living in the moment is the basic premise of this persuasive principle.
I operate under scarcity but do not often employ this persuasive strategy upon others. Most definitely while I am buying food, I use the law of scarcity to justify buying items that are on sale. These items that I am buying are not things I really need, but because of the marketed sale on given items they become increasingly more valuable.
Bringing up Lobo again, I utilized this strategy while attempting to coerce my peers to write articles. Convincing a college student to go above and beyond their expected workload requires intense use of the law of scarcity. Instead of making it about the individual (my individual) needs I would focus on what the Lobo Network itself needed. Some students would recognize an apparent need, assess that they could in fact make a significant contribution to the situation, and then acted upon it.
http://huff.to/1fEXoCB Mountain Dew Baja Blast was only available on tap at Taco Bell locations before this month being released as bottled and canned. MTN Dew has always been the soda king of summer releases and it works! People drink soda during the summer and the new varieties of mountain dew cause people to go out of their way and purchase the rare taste because of its limited availability. The company has historically employed this tactic with Code Red and LiveWire flavors.
http://bit.ly/1saUmGC It's no surprise that Kohl's will be having at least one huge sale this summer. Clothing stores are perfect for cycling out sales because of the frequency with which you can host one. Every holiday, every season are new styles and outfits to wear. This change in market has Kohl's constantly liquidating its winter items in summer and vice versa. Kohl's is an extremely effective user of the law of scarcity. My mom gobbles up these deals with surprising ferocity.
http://bit.ly/1hCQJEv Nike has a lot of creative freedom because of the enormity of their brand. They are able to collaborate with numerous athletes and artists in order to appeal to the sneaker-heads out there. The success of designer Jordans and other nike models is huge. Special edition sneakers are highly desirable and enthusiasts will indeed pay top dollar in order to purchase a slice of a limited edition part of sneaker history. These pairs of shoes sell out extremely fast, as was demonstrated with the "Red Octobers".
With my experience with lobo, I have learned of serious advantages within the world of leadership and how they connect to these elements of persuasion. When used effectively and ethically, I will be able to persuade my peers to collaborate and cooperate on ideas. I will continue to use what I have picked up on through my study of Mortensen's 12 universal laws of persuasion, in lobo as well as other aspects of my life.
Friday, May 9, 2014
The Law of Social Validation
The law of social validation is the eleventh law of Mortensen's 12 universal laws of persuasion. This law recognizes and builds on our innate desire to be part of the larger group. Simply, humans require some form of public acceptance and approval. This is true for the large majority of people on earth, but certainly not all. Our link to the collective human consciousness is directly tied to our growth in relationships with other people. We need to feel accepted. It is a basic human desire.
I very much used the law of social validation this semester during my time working with the Lobo Network. Requiring increased support from the cardinal stritch community, we sought out to catch the attention of the masses in order to validate our club. The process started with verbal communication that developed interpersonal relationships. I greatly fostered my relationships with Hannah, Roy, and Josh in order to more efficiently reach our goal and also because I desired that recognition from my peers. Solidarity is important and successful solidarity can lead to affirmation of our goals.
http://bit.ly/1hCNo8q Wiz Khalifa has utilized the law of social validation in order to properly brand his label as well as his fans. "Taylor Gang" is the greater collective of individuals who listen to Wiz' music and are attentive to his lifestyle. Members of this in group are greeted with a unifying bond that is desired over everything. The acronym "TGOD" stands for "Taylor Gang Or Die" and is the undying motto of Wiz Khalifa's fans everywhere. His branding of Taylor Gang has created a network of individuals worldwide who feel appreciated because of their connection to Wiz Khalifa's identity.
http://bit.ly/1uKoVa6 The Seattle Seahawks have one of the greatest fan bases in the NFL. Aside from Lambeau field, the presence on game day is not surmounted by even the most historic franchises. Seattle has captured the essence of their fans in the "12th man" image. There are eleven players from each team on the field at any given time at an NFL game. The "12th man" is the spirit of the fan that gives the Seahawks such a dominant home field advantage. Their branding of this is impeccable and it shows. Seattle has one of the most successful home records of any NFL team in history.
http://bit.ly/Qnpfva It is fair to say that the state of our nation wouldn't be the same today if it were not for the sacrifice of our US Marines. The undying loyalty to fellow man and country are aspects of our troops that we celebrate with pride. Even greater than the marines' accomplishment themselves, is the competitiveness that it takes to be the best. The US Marines are among the highest and most distinguished military branches in our nation and nothing less than excellence is expected. The standards set are the universal values that we hold so close as Americans. The recruiting advertising from the Marines is the utilization of the law of social validation in the fact that the marines are so successful. There is such a firey reputation that the US Marines carry that becoming one is an extremely distinguished honor. "The few, The proud."
The law of social validation is useful for me as a future leader. Showing people the respect and dignity that they deserve is a surefire building block for trust. Teams that are socially validated are successful. They are self aware that their success will yield love and respect, thus perpetuating the cycle onward.
I very much used the law of social validation this semester during my time working with the Lobo Network. Requiring increased support from the cardinal stritch community, we sought out to catch the attention of the masses in order to validate our club. The process started with verbal communication that developed interpersonal relationships. I greatly fostered my relationships with Hannah, Roy, and Josh in order to more efficiently reach our goal and also because I desired that recognition from my peers. Solidarity is important and successful solidarity can lead to affirmation of our goals.
http://bit.ly/1hCNo8q Wiz Khalifa has utilized the law of social validation in order to properly brand his label as well as his fans. "Taylor Gang" is the greater collective of individuals who listen to Wiz' music and are attentive to his lifestyle. Members of this in group are greeted with a unifying bond that is desired over everything. The acronym "TGOD" stands for "Taylor Gang Or Die" and is the undying motto of Wiz Khalifa's fans everywhere. His branding of Taylor Gang has created a network of individuals worldwide who feel appreciated because of their connection to Wiz Khalifa's identity.
http://bit.ly/1uKoVa6 The Seattle Seahawks have one of the greatest fan bases in the NFL. Aside from Lambeau field, the presence on game day is not surmounted by even the most historic franchises. Seattle has captured the essence of their fans in the "12th man" image. There are eleven players from each team on the field at any given time at an NFL game. The "12th man" is the spirit of the fan that gives the Seahawks such a dominant home field advantage. Their branding of this is impeccable and it shows. Seattle has one of the most successful home records of any NFL team in history.
http://bit.ly/Qnpfva It is fair to say that the state of our nation wouldn't be the same today if it were not for the sacrifice of our US Marines. The undying loyalty to fellow man and country are aspects of our troops that we celebrate with pride. Even greater than the marines' accomplishment themselves, is the competitiveness that it takes to be the best. The US Marines are among the highest and most distinguished military branches in our nation and nothing less than excellence is expected. The standards set are the universal values that we hold so close as Americans. The recruiting advertising from the Marines is the utilization of the law of social validation in the fact that the marines are so successful. There is such a firey reputation that the US Marines carry that becoming one is an extremely distinguished honor. "The few, The proud."
The law of social validation is useful for me as a future leader. Showing people the respect and dignity that they deserve is a surefire building block for trust. Teams that are socially validated are successful. They are self aware that their success will yield love and respect, thus perpetuating the cycle onward.
The Law of Contrast
The tenth law of Mortensen's 12 universal laws of persuasion is "The Law of Contrast". The Law of Contrast explains how we are affected when we are introduced to two vastly different alternatives in succession. Essentially, this law relies upon our instinctual understanding of the differences between two options. Trial and error is essential to all living life and our species has adapted based upon the contrasting options we face.
During Summerfest I am forced to use the law of contrast because of the need to narrow my options for each night of festing. Based on various factors I am often forced to choose between concerts on any given night. The variety of music that comes to Milwaukee for Summerfest is what causes me to narrow my options. I must mentally construct two very different experiences and decide based upon the projected night I want to have. It is one of my favorite choices to make in life. I am often choosing between two very different yet awesome live shows.
Beyond college I'll most definitely be using this law, hopefully, to narrow down employment opportunities. The diversity of the working world is one that I am anxious to encounter. Choices, especially given my communications major, are numerous. When the time comes to invest all my energy into one profession, the decisions I'll have to make will impact the future. It is this aspect of planning ahead that makes the law of contrast so powerful.
Also, as a job candidate I must show contrast between myself and my competitors. My peers will all flood in with diverse backgrounds and yet only the most distinguished will catch the eye of their future employer. Mastering the ability to accentuate my individuality is essential to my creative freedom in the workplace.
http://bit.ly/1kYEgf7 My first example comes from the last generation of video game consoles during an advertising campaign by Nintendo against rival gaming company Sony. Nintendo is using women as a medium of understanding. The differences in the personalities in these two women attempt to distinguish the differences between the Nintendo Wii and the PS3. Despite the advertisement, I believe that PS3 is a better console, but that's simply my opinion. However, this is a very compelling argument depending on what you are looking for in a gaming console.
http://bit.ly/1iyZDSO Despite the fact that we touched on this in class, Billy Mays is still worth mentioning again. One of the masters of contrast, Mays sought to endorse products that he believed in. He is quoted in saying that he only worked with companies who's product worked well. Mays often demonstrated the superiority of Oxi Clean in side by side comparison with competing brands. In our society, we rely on success and if we can purchase a product that removes our sloppiness then this tactic is extremely effective.
http://bit.ly/1l8CTO5 Consumers want products that are effective when we need them. Five Hour Energy seeks to demonstrate that with it, you will see a drastic increase in your energy level. The "2:30 feeling" is the less desirable option when the alternative is a productive day filled with energy. For the marketable population of working adults who are constantly complaining about their health and energy levels, five hour energy markets their product's effect well.
Simply, I utilize the law of contrast within my own head when deciding what food to eat and when. This decision making process has been especially relevant to my life as I have been altering my eating schedule significantly. Because of some adverse changes to my medical history, I am forced to distinguish upon what is desirable for me to eat and what is not. The consequence for eating some things may lead to dissatisfaction and poor health.
I'll continue to use the law of contrast in my adult life for larger decisions than whether or not to eat a snickers bar. Buying a house, buying a car, or any other large purchase requires deciphering between two or more very distinct choices, each with pros and cons.
During Summerfest I am forced to use the law of contrast because of the need to narrow my options for each night of festing. Based on various factors I am often forced to choose between concerts on any given night. The variety of music that comes to Milwaukee for Summerfest is what causes me to narrow my options. I must mentally construct two very different experiences and decide based upon the projected night I want to have. It is one of my favorite choices to make in life. I am often choosing between two very different yet awesome live shows.
Beyond college I'll most definitely be using this law, hopefully, to narrow down employment opportunities. The diversity of the working world is one that I am anxious to encounter. Choices, especially given my communications major, are numerous. When the time comes to invest all my energy into one profession, the decisions I'll have to make will impact the future. It is this aspect of planning ahead that makes the law of contrast so powerful.
Also, as a job candidate I must show contrast between myself and my competitors. My peers will all flood in with diverse backgrounds and yet only the most distinguished will catch the eye of their future employer. Mastering the ability to accentuate my individuality is essential to my creative freedom in the workplace.
http://bit.ly/1kYEgf7 My first example comes from the last generation of video game consoles during an advertising campaign by Nintendo against rival gaming company Sony. Nintendo is using women as a medium of understanding. The differences in the personalities in these two women attempt to distinguish the differences between the Nintendo Wii and the PS3. Despite the advertisement, I believe that PS3 is a better console, but that's simply my opinion. However, this is a very compelling argument depending on what you are looking for in a gaming console.
http://bit.ly/1iyZDSO Despite the fact that we touched on this in class, Billy Mays is still worth mentioning again. One of the masters of contrast, Mays sought to endorse products that he believed in. He is quoted in saying that he only worked with companies who's product worked well. Mays often demonstrated the superiority of Oxi Clean in side by side comparison with competing brands. In our society, we rely on success and if we can purchase a product that removes our sloppiness then this tactic is extremely effective.
http://bit.ly/1l8CTO5 Consumers want products that are effective when we need them. Five Hour Energy seeks to demonstrate that with it, you will see a drastic increase in your energy level. The "2:30 feeling" is the less desirable option when the alternative is a productive day filled with energy. For the marketable population of working adults who are constantly complaining about their health and energy levels, five hour energy markets their product's effect well.
Simply, I utilize the law of contrast within my own head when deciding what food to eat and when. This decision making process has been especially relevant to my life as I have been altering my eating schedule significantly. Because of some adverse changes to my medical history, I am forced to distinguish upon what is desirable for me to eat and what is not. The consequence for eating some things may lead to dissatisfaction and poor health.
I'll continue to use the law of contrast in my adult life for larger decisions than whether or not to eat a snickers bar. Buying a house, buying a car, or any other large purchase requires deciphering between two or more very distinct choices, each with pros and cons.
The Law of Expectations
Law ten of Mortensen's "Laws of Persuasion" is the law of expectations. This law executes on the idea that humans have certain "expectations" in life and that if we manipulate these expectations we can yield results from the audience we hope to persuade. Essentially, this amounts to playing off the data we learn over time about different types of people. Based upon our knowledge of what they are, we can assume how they might act if given a choice to do so.
This persuasive law is very useful when it comes to persuading my co workers to cover my shifts. Many of my co workers are also fortunately my friends outside of work. Our connection allows me to count on them and vice versa whenever one of us needs a shift covered. The symbiotic relationship we share is much like the relationship between under armour and their customers. Each party expects a certain standard from the other. http://www.robertsealeblog.com/under-armour-lacrosse-ads/
In this advertisement for Under Armour Lacrosse gear the law of expectations is used because the apparel company as well as the athlete both expect a certain level of excellence from the other. UA believes that their product is superior and thus great athletes, and athletes that want to be great, will purchase UA gear.
In my life, I use the law of expectations in music. When I listen to an album by a band I already am a fan of, I expect a certain level of intensity because of my past experience with the group. Likewise, bands expect a certain reception from the content that they put out. Based upon information that they have gathered through social media and live shows, bands can adequately brand themselves based upon their creative freedoms within a particular niche.
This is a win win for the message sender and the receiver. Each side should walk away with satisfaction.
http://bit.ly/1uKdcbB This Jimmy John's ad relies on the Jimmy John's reputation as well as the notion that their customers have busy lives, need efficient delivery, and are familiar with the internet. The phrase "click click, dong dong" is only effective because people who use the internet will understand it. The immediacy with which online information is transferred is thus translated as a metaphor for Jimmy John's fast delivery style.
http://bit.ly/Qn5C6h This third and final example of the law of expectations in popular media comes from the 2004 presidential campaign of George Bush and Dick Cheney. The slogan "Four More Years" was created from those who supported Bush and Cheney during the past four years. The connection here is between Bush's diehard supporters who legitimized his actions during his first term as president. They were pleased with the leadership style and expected that his second term be a re-run of his first term. With the election of Bush and Cheney for a second term, America would continue to be the best nation in the world. Woohoo.
Each of these examples is highly successful. The messages are specifically correlated to the brands/ individuals that they endorse. Each example uses the law of expectations for both the message's sender and receiver.
I use the law of expectations most frequently when I am attempting to persuade my family. In turn, they also use this persuasive principle upon me. It is a two way street. Each of us knows which areas of the others character are complimentary to our goal and so we connect with these aspects of our loved ones. I communicate to my brother all the time using expectations because there is a mutual understanding that I want what is best for both of us, and we require each others help.
This persuasive law is very useful when it comes to persuading my co workers to cover my shifts. Many of my co workers are also fortunately my friends outside of work. Our connection allows me to count on them and vice versa whenever one of us needs a shift covered. The symbiotic relationship we share is much like the relationship between under armour and their customers. Each party expects a certain standard from the other. http://www.robertsealeblog.com/under-armour-lacrosse-ads/
In this advertisement for Under Armour Lacrosse gear the law of expectations is used because the apparel company as well as the athlete both expect a certain level of excellence from the other. UA believes that their product is superior and thus great athletes, and athletes that want to be great, will purchase UA gear.
In my life, I use the law of expectations in music. When I listen to an album by a band I already am a fan of, I expect a certain level of intensity because of my past experience with the group. Likewise, bands expect a certain reception from the content that they put out. Based upon information that they have gathered through social media and live shows, bands can adequately brand themselves based upon their creative freedoms within a particular niche.
This is a win win for the message sender and the receiver. Each side should walk away with satisfaction.
http://bit.ly/1uKdcbB This Jimmy John's ad relies on the Jimmy John's reputation as well as the notion that their customers have busy lives, need efficient delivery, and are familiar with the internet. The phrase "click click, dong dong" is only effective because people who use the internet will understand it. The immediacy with which online information is transferred is thus translated as a metaphor for Jimmy John's fast delivery style.
http://bit.ly/Qn5C6h This third and final example of the law of expectations in popular media comes from the 2004 presidential campaign of George Bush and Dick Cheney. The slogan "Four More Years" was created from those who supported Bush and Cheney during the past four years. The connection here is between Bush's diehard supporters who legitimized his actions during his first term as president. They were pleased with the leadership style and expected that his second term be a re-run of his first term. With the election of Bush and Cheney for a second term, America would continue to be the best nation in the world. Woohoo.
Each of these examples is highly successful. The messages are specifically correlated to the brands/ individuals that they endorse. Each example uses the law of expectations for both the message's sender and receiver.
I use the law of expectations most frequently when I am attempting to persuade my family. In turn, they also use this persuasive principle upon me. It is a two way street. Each of us knows which areas of the others character are complimentary to our goal and so we connect with these aspects of our loved ones. I communicate to my brother all the time using expectations because there is a mutual understanding that I want what is best for both of us, and we require each others help.
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