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Posts Tagged ‘dreams’

Top Ten Marketing Secrets from Don Draper

July 11, 2010 6 comments

Here are the top ten timeless advertising lessons we can all learn from Mad Men’s Don Draper:

 

 

Don Draper, from the AMC series Mad Men

 

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The Six Weapons of Influence – Part 2: “Commitment and Consistency”

In part one of this six-part article, I spoke about Dr. Robert Cialdini’s six “weapons of influence.” They were Reciprocity, Commitment and Consistency, Social Proof, Liking, Authority and Scarcity. Now in part two, we are going to talk about the most fascinating influence-trigger out of the six.

Weapon number two: “Commitment and Consistency: A Two-Stage Influencer”

People will tend to behave consistently with choices they’ve already made, even very small choices. If I can get you to commit to something small (e.g. wearing an awareness ribbon, signing a petition, seeing yourself as a certain “type” of person), then you will be more likely to commit to bigger actions (e.g. giving time or money) later on.

For example, if at the beginning of an evening of drinking, I can get you to acknowledge that you’re a “trouble-maker,” then you will be increasingly likely to be dancing on the bar before the evening is over.

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“The Dream”…What We Do For Our Own Secret Ideals

One crucial element of our own secret motivations is the concept of “the Dream”.  This concept applies equally to acting theory, to advertising, and to real life.

Acting Studio ChicagoAmong the many scene analysis and preparation questions that the Acting Studio Chicago indoctrinates into its students is: “what is my (i.e. the character’s) dream, and what can I do to my partner to make this dream come true today?” Every person has a dream for themselves: a secret ideal that is usually impractical but theoretically attainable. These dreams are usually irrational, and at times conflicted, vague and possibly even self-defeating. Most people cannot articulate their dream; it remains stuffed away in the sub-conscious mind. But regardless of how conscious we are of our dreams or how nebulous they might be, we always act to further them. Read more…