Dr. Robert Cialdini’s Six principles of persuasion (likability, authority, social proof, consistency, reciprocity, and scarcity) are a great place to start when you’re thinking about creating a traditional advertising campaign. Remember, good advertising is based on human psychology.
1) The more people like you the more likely they will be to buy from you.
2) If you can make a convincing case you are an authority on your subject, you will find it easier to sell products and services.
3) People trust the mentality of the herd. If your product or service works for 100 people it must be pretty good. If it works for 1000 people it will be viewed it as excellent.
4) Confusion is the enemy of a buying decision. When communicating with your target audience your message must be clear and consistent.
5) When you give a person something of value, anything from a free taste to a test drive, they will feel a positive connection to you.
6) If you want people to “buy now” it’s best if they don’t think there is an unending supply of what you’re offering.
Finally, if a person is not familiar with a product or service they probably won’t buy it. The general rule is that a person needs to hear about a product or service at least 5 to 7 times to cross the familiarity barrier.