It ensures that we can compare ourselves with others and that we feel connected: as part of a greater whole. Unity is the last principle that ensures that you remove uncertainty from your potential customer. By showing the visitor that others are similar to him or her. Whether it's demographics, preferences, style, or whatever, you create unity and security for the customer to commit to you. Unity & Marketing Automation You create a sense of unity among your visitors with marketing automation, for example by sending messages based on someone's purchase or preference, which translate such a choice into personalized marketing messages.
This is how you create the 'clubbing' effect. For example: you have a clothing web shop with different styles and one of your customers buys a complete sports outfit. You can then group these under the group 'sportsmen' and from then on you can address them with automated e-mails or social posts with: 'for you, as a real sportsman'. Your customer will job function email list probably feel positively addressed and part of the club . The next sports outfit is then purchased again in no time . Motive 3. Calling to action You have a relationship with your customer and you have removed the uncertainty about whether your product or service suits him or her. Time to move on to the final blow: inciting action. And you do that with scarcity and consistency . Principle 6. Scarcity A scarce product or service is more desirable.
Visitors get greedy at the limited edition of a product or when there is a time limit on a special offer. In particular, the limited edition creates a strong effect, according to Cialdini. It gives a feeling of exclusivity. Scarcity acts as an amplifier in the value of the product or service. Just look at how Bookings doing it again. You always have the idea that you have actually already missed the boat for the most beautiful apartments and that you should book your stay straight away.