Persuade to Win-Part 3:Likeability

The third principle that Robert Cialdini talks in his book is called “ Likeability”. This principle refers to making people comply to you based on the fact that they like you. We tend to like people who are like us in terms of interests , opinions , hobbies etc. We make friends easily with others whom we feel have similar tastes or lifestyle.

So, what goes into determining likeability?

• Physical attractiveness – Good looks imply positive traits such as trustworthiness.
• Similarity – We like people similar to us.
• Compliments – We like those who give us praise because receiving it makes us happy.
• Contact and cooperation – We feel more positive towards those with whom we work closely.
• Conditioning and association – We feel favorable toward things associated with people we like (e.g. celebrities).

Tupperware & Direct Sales

Brownie Wise, a saleswoman, first came up with the “Tupperware party” idea in the early 1950s.  She suggested that Tupperware sellers ask housewives around the United States to invite their girlfriends for a small gathering. There was great success in this new method of selling as people tend to have the greatest influence with their closest friends because they are liked by them.

Familiar Faces In User Interface Design

When designing a web page, companies choose smiling and happy faces relevant to the audience or context they are influencing. They showcase the personal side of the staff to make them more likeable to customers. This tactic is also used in the Careers page of company websites to recruit prospective candidates.

Apple Stores

Staff selling all the Apple products are dressed in casuals and not suited. This is to show customers that we are just like you and understand your needs and desires. It creates a feeling of oneness which helps the customer corelate to the product and the brand.

Thus the principle of Likeability involves making others make decisions based on the fact that they share some common interest with you. It is very important for some underlying connect to exist between the two parties. Once you are able to identify the key ingredient you would be able to sell your product or service to the right target audience.