Envy:
“Neither shalt thou desire thy neighbor’s wife, neither shalt thou covet thy neighbor’s house, his field, or his manservant, or his maidservant, his ox, or his ass, or any thing that is thy neighbor’s.

Create desirability to produce envy.

Secrecy: Being one of the few in the know about an item.
Scarcity: Small numbers, low availability of the item.
Identity: Identify the item with a desirable lifestyle, person or activity.
Aesthetics: The item is pleasing to look at, hold and use.
Functionality: The item solves a problem nobody else is solving.

“How to create desirability:”

Secrecy, Scarcity, Identity ,Aesthetics,Functionality.

“Give your users something to aspire to. Benign envy is a powerful motivator.”

“How to create something aspirational:”
Show your product in settings that would be aspirational for your target audience.
Provide a comparison point, dvs what does your product provide “more” of for customers? Will users be richer, more popular, smarter? Etc.

“Make people feel ownership before they’ve bought”
They will value the item more, increasing the desire to purchase.
“The spore creature creator gave users a feeling of “owning” the characters they developed before the full game was available.

Create status difference to drive behavior. Without differentiation there can be no envy.

“How to create status differences”:

Show people how your group is different, and better than other groups.

Create opportunities for users to pity or scorn the other groups.

Offer a service that is exclusive to the group.

Emphasize achievement as a form of status. Give users more status when they achieve certain goals that serves the company. This trains them to keep coming back.

“How to emphasize achievement”:

Focus user’s attention on how many points they got not on how many they need for a reward.


“Show impatient people a shortcut to improved status through their wallets.”

T.ex köpa färdiga wow gubbar.

“How to encourage payment instead of achievement”:

Own the exchange,make sure that if people can pay to win, they are paying you.

“Allow payments as an excuse for not achieving.”

“Encourage users to build and advertise their status within a community.”

“Giving people a little bit of recognition makes them love you more, and do more for you.”

“How to make people feel important”:

Give something away free to customers “because you are so important to us”. This could be a month of free subscription.

Have an exclusive thing that only certain individuals get.

Lust:

Lust and greed are more gullible than innocence.

“Flattery makes people more responsive to persuasion.”

“How to use push polling”:

Lead with a question that puts doubt about your competitors into customers minds, “have you considered why more people are switching to our brand from the competition?”

“Give something to get something”, people will feel obliged to reciprocate.”

Give the gift first, and only then ask for something in return.

“Make a request in order to be seen more favorably.”

Greed:




Use a partial reinforcement schedule. This will make people keep playing.

Turn everything into a game. Turn tasks into a game by providing (minimal) rewards for participation.

Customers should “win” rather than “finish” or “buy”. By tapping into the fear of losing out by describing events as competitions rather than lotteries.

Make rewards seem due to skill, not luck.

Move to tokens rather than money. Tokens can have an arbitrary value.

Make it expensive, increasing cost can increase people’s appreciation for an product.