Experts have knowledge and a high degree of trust
Posted: Sat May 24, 2025 9:45 am
Cialdini & Bose
On a sunny terrace I was talking to a client about content marketing and how you can use it for your business. The client started talking about Robert Cialdini and what he had done for the Bose brand. Didn't I know that story? No, not yet.
Cialdini worked for Bose, where they had just introduced the Bose Wave Music System. A system that was better than anything on the market at the time. At Bose, they were convinced that it would be a mega hit. But it wasn't, despite a solid advertising campaign.
Cialdini came, saw and conquered. He advised changing five words in the title of the print latvia phone number list campaign that started with “New”. He found it awkward, because people were not yet familiar with the product. Furthermore, testimonials that could break the ice and stories from 'neighbours' who already have the product in their homes were missing. People were therefore waiting to see what would happen, he judged. Also because the price was not exactly low.
Here's what you've been missing
So he decided to replace “New” with “Here’s what you’ve been missing.” That small change alone led to a 45% increase in sales. Later, he recommended including expert reviews in authoritative magazines as testimonials in the ad. Result: sales increased even further, to a whopping 60%.
Cialdini is a professor of psychology and marketing at Arizona State University. In his book ' Influence ' he describes six principles of influence that he applies as director of Influence at work . After lunch I decided to order the book immediately to see how you can apply those six principles to content marketing. Below are my findings.
1. Reciprocity
Photo: Bigstockphoto
Photo: Bigstockphoto
To start with the first: reciprocity. In other words: give a gift and the recipient will feel obliged to do something for you in return. This social obligation is between our ears. It falls into the category of ' that's how it should be' . If a friend pays for a meal, you pay for the next. To keep the interrelational bank account in balance and to prevent yourself from being seen as a slacker or a profiteer.
The Thank You Economy , that book by Gary Vaynerchuk is called. An expert in giving is the new receiving. You do something for me, I'll do something for you in return. Such a freebie can literally be a give away , and no, I don't mean a wuppie, welpie, beesie or other lame supporter stuff you get in supermarkets during World Cups or European Championships. Nor a pen, agenda or other promotional product. Gifts and favors have the most impact when they are meaningful, unexpected and personal.
Give content!
Think content. Something exclusive like an invitation or VIP treatment for an event. A free e-book or book, quick scan or list of tips. Or share your knowledge via social media. Free information with value, where you help someone and at the same time you catch them in the social obligation to do something for you in return. Because nobody likes to be indebted to someone for long. Google does something for you in return immediately. Because you publish on blogs or social media, you are immediately more findable in searches that contain words that you have used in the titles of your articles or videos.
2. Sympathy
hand pressing LIKE button
Photo: Bigstockphoto
Thumbs up. We like to do that on Facebook and LinkedIn. Just like we often do tell-a-friend advertising in conversations for that 'guy' who can do handy jobs and repair Apples well. Not only because he can do handy jobs or repairs well, but especially because he is nice. After all, there are enough good handymen or laptop repairers, but not many good and nice handymen and laptop repairers. They get a like. Because they are nice and we just like people who like us.
Don't shoot the messenger
See the success of the Tupperware parties, where a friendly lady or gentleman enthusiastically told about the many advantages of those famous plastic containers. The attendees bought them sooner because they trusted their friend's opinion and did not want to disappoint him. Bringing bad news, no, dislike . Just ask Gerrit Hiemstra or another weatherman how people can hate him when he predicts rain, wind and other climatological misery for the coming summer days. It was not for nothing that messengers of bad news were cut off for a head in the past.
Also important: we feel more sympathy for people who look like us. For example, people who have the same glasses, car or hobby. Or who come from the same place of birth. I notice that myself. I always perk up a little when I meet a Frisian in the West or even better, 'hey, are you also from Heerenveen. Did you go to the Nassau or the RSG?' My Frisian roots and hobbies and interests, I emphasize them more and more often.
Be nice
like youIn any case, make sure that you are liked. Go along with things, give compliments, ensure a positive vibe. Don't rant about everything that is wrong, but praise where things are getting better. Tickle like-minded people and facilitate. Be sympathetic. In any case, don't immediately throw the cat among the pigeons. That's not very smart, I know from experience.
Google my name on YouTube and you will quickly come across a video in which you will find a trailer for my book 'Alle 13 Goed!'. Title: 'Marketeers zijn schijters'. Was also the first line of that book. Nice idea perhaps and if you read and listen further, you will also understand the joke, but very unwise. Because many potential readers did not read and watch further. Thick jerk, those marketers thought. I was not nice, so why would they listen to me, let alone buy something from me. So make sure you like the people you want to influence or with whom you want to do business. Also search online for similarities of a customer and do not be sparing with compliments.
3. Authority
“Make sure that the person you want to convince sees your diplomas, certificates and awards,” says Cialdini. Uh yes, he is an American. We here in the Low Countries do not flaunt all our badges, unless you are in the army. Modesty and normality are the Dutch way of life. Too much bragging and praise do not belong there. So leave that to someone else. Let them trumpet about you or endorse you on LinkedIn. For example, your boss, friends or colleagues, as I also recommend tips from good 'men' and the best in their field via my (social) networks.
Claim thought leadership
Experts have knowledge and a high degree of trust.
People like to listen to experts, says Cialdini. Simply because they have a high level of trust and knowledge. So make sure that your content keeps others informed about your expertise and lets them spread the word about you. Write blog posts or other shareable stories. Comment on forums and posts of others. Show and tell about your specialty to create and maintain thought leadership.
On a sunny terrace I was talking to a client about content marketing and how you can use it for your business. The client started talking about Robert Cialdini and what he had done for the Bose brand. Didn't I know that story? No, not yet.
Cialdini worked for Bose, where they had just introduced the Bose Wave Music System. A system that was better than anything on the market at the time. At Bose, they were convinced that it would be a mega hit. But it wasn't, despite a solid advertising campaign.
Cialdini came, saw and conquered. He advised changing five words in the title of the print latvia phone number list campaign that started with “New”. He found it awkward, because people were not yet familiar with the product. Furthermore, testimonials that could break the ice and stories from 'neighbours' who already have the product in their homes were missing. People were therefore waiting to see what would happen, he judged. Also because the price was not exactly low.
Here's what you've been missing
So he decided to replace “New” with “Here’s what you’ve been missing.” That small change alone led to a 45% increase in sales. Later, he recommended including expert reviews in authoritative magazines as testimonials in the ad. Result: sales increased even further, to a whopping 60%.
Cialdini is a professor of psychology and marketing at Arizona State University. In his book ' Influence ' he describes six principles of influence that he applies as director of Influence at work . After lunch I decided to order the book immediately to see how you can apply those six principles to content marketing. Below are my findings.
1. Reciprocity
Photo: Bigstockphoto
Photo: Bigstockphoto
To start with the first: reciprocity. In other words: give a gift and the recipient will feel obliged to do something for you in return. This social obligation is between our ears. It falls into the category of ' that's how it should be' . If a friend pays for a meal, you pay for the next. To keep the interrelational bank account in balance and to prevent yourself from being seen as a slacker or a profiteer.
The Thank You Economy , that book by Gary Vaynerchuk is called. An expert in giving is the new receiving. You do something for me, I'll do something for you in return. Such a freebie can literally be a give away , and no, I don't mean a wuppie, welpie, beesie or other lame supporter stuff you get in supermarkets during World Cups or European Championships. Nor a pen, agenda or other promotional product. Gifts and favors have the most impact when they are meaningful, unexpected and personal.
Give content!
Think content. Something exclusive like an invitation or VIP treatment for an event. A free e-book or book, quick scan or list of tips. Or share your knowledge via social media. Free information with value, where you help someone and at the same time you catch them in the social obligation to do something for you in return. Because nobody likes to be indebted to someone for long. Google does something for you in return immediately. Because you publish on blogs or social media, you are immediately more findable in searches that contain words that you have used in the titles of your articles or videos.
2. Sympathy
hand pressing LIKE button
Photo: Bigstockphoto
Thumbs up. We like to do that on Facebook and LinkedIn. Just like we often do tell-a-friend advertising in conversations for that 'guy' who can do handy jobs and repair Apples well. Not only because he can do handy jobs or repairs well, but especially because he is nice. After all, there are enough good handymen or laptop repairers, but not many good and nice handymen and laptop repairers. They get a like. Because they are nice and we just like people who like us.
Don't shoot the messenger
See the success of the Tupperware parties, where a friendly lady or gentleman enthusiastically told about the many advantages of those famous plastic containers. The attendees bought them sooner because they trusted their friend's opinion and did not want to disappoint him. Bringing bad news, no, dislike . Just ask Gerrit Hiemstra or another weatherman how people can hate him when he predicts rain, wind and other climatological misery for the coming summer days. It was not for nothing that messengers of bad news were cut off for a head in the past.
Also important: we feel more sympathy for people who look like us. For example, people who have the same glasses, car or hobby. Or who come from the same place of birth. I notice that myself. I always perk up a little when I meet a Frisian in the West or even better, 'hey, are you also from Heerenveen. Did you go to the Nassau or the RSG?' My Frisian roots and hobbies and interests, I emphasize them more and more often.
Be nice
like youIn any case, make sure that you are liked. Go along with things, give compliments, ensure a positive vibe. Don't rant about everything that is wrong, but praise where things are getting better. Tickle like-minded people and facilitate. Be sympathetic. In any case, don't immediately throw the cat among the pigeons. That's not very smart, I know from experience.
Google my name on YouTube and you will quickly come across a video in which you will find a trailer for my book 'Alle 13 Goed!'. Title: 'Marketeers zijn schijters'. Was also the first line of that book. Nice idea perhaps and if you read and listen further, you will also understand the joke, but very unwise. Because many potential readers did not read and watch further. Thick jerk, those marketers thought. I was not nice, so why would they listen to me, let alone buy something from me. So make sure you like the people you want to influence or with whom you want to do business. Also search online for similarities of a customer and do not be sparing with compliments.
3. Authority
“Make sure that the person you want to convince sees your diplomas, certificates and awards,” says Cialdini. Uh yes, he is an American. We here in the Low Countries do not flaunt all our badges, unless you are in the army. Modesty and normality are the Dutch way of life. Too much bragging and praise do not belong there. So leave that to someone else. Let them trumpet about you or endorse you on LinkedIn. For example, your boss, friends or colleagues, as I also recommend tips from good 'men' and the best in their field via my (social) networks.
Claim thought leadership
Experts have knowledge and a high degree of trust.
People like to listen to experts, says Cialdini. Simply because they have a high level of trust and knowledge. So make sure that your content keeps others informed about your expertise and lets them spread the word about you. Write blog posts or other shareable stories. Comment on forums and posts of others. Show and tell about your specialty to create and maintain thought leadership.