Conversion and Impact: it’s all about emotions 2

In our previous News & Updates we did show the influence of ‘behavioral design’,‘reciprocity’as well as ‘scarcity’on conversion and impact of your marcom campaign in general and more specific your event or exhibition campaigns.

This time you might learn more about the influence of ‘authority’, ‘consistancy’and ‘liking’on conversion and impact.


  1. Authority

Another powerful principle of persuasion is authority: following the lead of credible and knowledgeable experts. Let someone else tell your story. Research shows that 14% of people trust an (advertisement) message coming from you as a business, whereas 70% would trust that same message if it were told by other consumers, like them. The message is much more authentic. So, for your booth at the trade fair, how about a vimeo giving the stage to one or more of your happy customers? Authority also has to do with expertise. Make sure it’s not your salesperson pitching to your potential customer, but your expert with 20 years of relevant experience in the field. If this means connecting with that expert real-time during the trade fair, for example via Facetime, why not?

  1. Consistency

People like to be consistent with the things they have previously said or done. Consistency is activated by looking for, and asking for, small initial commitments that can be made. Think about what your potential customer might need. Imagine, for example, that is clean hands. After having shaken a lot of hands at the fair and having sampled finger food at various stalls, they feel sticky. Offer them a pre-wrapped instant hand sanitizer. No water involved. Then, once they’ve accepted that, tell them more about the products you are selling and invite them in for a demonstration. If they accept your first gesture (a free gift), chances are they will also accept your invitation (consistency) and may even accept to spread the word about your water-free hand sanitizer (reciprocity.)

  1. Liking

People prefer to say yes to those that they like. But what causes one person to like another? Persuasion scientist Cialdini tells us that there are three important factors. We like people who are similar to us, who pay us compliments, and who cooperate with us towards mutual goals. To harness this powerful principle of liking, look for areas of similarity that you share with others and genuine compliments you can give before you get down to business. At the trade fair, engage with your potential customer by asking them what challenges they are facing and what would make them go home feeling bouncy/ happy/ elated. What would they have seen, heard or experienced? What solution would they have found to their challenge? Be playful, helpful, if you don’t have the solution yourself, make a suggestion where they might find it. Striking up a conversation and playing into whatever your customer has on his/her mind will get them to like you… and want to know more about your product or service.

In our next News & Updates more about how to increase conversion & impact.

If you also would like to read the previous News & Updates about conversion & impact, click on the link:……

Want to read the complete article, click on the link:Conversion and Impact: it’s all about emotions


  1. Richard Thaler and Cass Sunstein,‘Nudge: Improving Decisions about Health, Wealth and Happiness’, New Haven: Yale University Press, 2008
  2. David Halpern on Nudge Theory, ‘How Small Changes can Make a Big Difference,’RSA Spotlights,
  3. Dr. R. B. Cialdini, Influence, Harper Collins Publishers, 2007
  4. Martin van Kranenburg en Laurens Boex, De psychologie van het overtuigen in een online omgeving, Blog posts on Marketing Facts, 2013
  5. Victor Lamme, De vrije wil bestaat niet, Uitgeverij Bert Bakker, 2010
  6. Paul Postma, Anatomie van de Verleiding, Boom Uitgevers Amsterdam, 2017
  7. Job Boersma & Sarah Gagestein, Harder Praten helpt niet, Haystack Uitgeverij, 2015
  8. Daniel Kahneman, Thinking Fast and Slow, Penguin Books Ltd, 2012
  9. Dick Swaab, Wij zijn ons brein, Olympus, 2015
  10. David Servan-Schreiber, Guérir, Pocket, 2005
  11. Pictures-