Are you familiar with David Rock’s SCARF model? There’s a good chance not, because it’s not a marketing model. By using generative AI in a creative way, you can effectively combine the model with Cialdini principles. I share how to do that in this article.
What is the SCARF model?
David Rock’s SCARF model describes five social needs that influence our behavior and emotions. It is mainly used in leadership, collaboration and change management.
The five elements:
- Status (Status): the need for appreciation and respect.
- Certainty: predictability and clarity.
- Autonomie (Autonomy): control over your own choices.
- Relatedness: sense of belonging.
- Justice (Fairness): fair treatment.
How to apply it:
- Motivating and involving people.
- Reducing resistance to change.
- Improve collaboration and feedback.
SCARF-model en AI
The SCARF model was not created for marketing, yet generative AI makes it possible through interpretation. AI is all about interpretation. The prompts we give can make it do things it’s never done, like use the SCARF model for something completely different.
See this prompt as inspiration: “What do you do as an AI when I ask you to use the SCARF model in a marketing text, in which we want to bring Frankwatching more to the attention of the Dutch B2B LinkedIn audience?.”
You can replace the above prompt with your own application or audience. Skip to this prompt: “How can I combine the SCARF model with Cialdini’s 7 principles?” You will see that Status (SCARF) and Authority (Cialdini) can go hand in hand. There are even more SCARF and Cialdini principles that you can combine. Many principles complement each other or partly overlap.
Now comes the best part of this combination!
Use Cialdini ethically
Influencing principle scarcity (Cialdini) can sometimes seem manipulative (for example false urgency), but if you combine it with fairness (SCARF), you ensure honesty in how you present scarcity.
How? Be transparent about the reason behind the scarcity. Make it clear that the restriction is legitimate and not artificial.
Example: “This exclusive offer is only available to the first 50 registrations. This way we can guarantee personal attention to everyone in the group.”
Here, fairness reinforces the idea that scarcity is not artificial, but arises from a fair and practical reason (such as limited available places).
Scarcity, certainty & fairness together
You can combine scarcity with certainty by clearly communicating what is limited and why. You can then add fairness by being honest about what the customer gets.
How? Avoid false urgency, explain the scarcity and be completely transparent about what customers can expect.
Example (B2B conference): “Early registration closes in 3 days. By registering now, you are assured of a place and you will receive our early bird discount. We keep the group limited to offer everyone personal guidance.”
- Scarcity: the deadline and limited places.
- Certainty: you promise security of a place and a discount.
- Fairness: transparency about why the group is limited.
There are more Cialdini principles that may at first glance be at odds with SCARF principles.
Think of authority (Cialdini) and autonomy (SCARF)
- Conflict: appealing to authority can make a customer feel like they are being ‘persuaded’ and losing their own autonomy.
- Solution: use authority to add value, but emphasize that the customer is free to make their own decision.
Example: “Our experts recommend this approach, but you choose what suits your situation best.”
Or think of:
Reciprocity (Cialdini) and fairness (SCARF)
- Conflict: Reciprocity can feel like a hidden agenda for some people: “I get something, but now something is expected of me,” which goes against the need for fairness.
- Solution: make reciprocity unconditional. Give without expectations and emphasize that the customer owes nothing.
Example: “We are happy to share our free guide with you. This is our way of sharing knowledge – no strings attached.”
As a final example:
Unit (Cialdini) and status (SCARF)
- Conflict: unity emphasizes equality and togetherness, while status plays on hierarchy and distinction. These two can sometimes contradict each other.
- Solution: create a balance by placing status within a common context, for example by positioning customers as important members of an exclusive group.
Example: “As one of our valued partners, we invite you to join our private community for marketing professionals.”
Nice combination of SCARF and Cialdini
The above shows that you can further perfect the Cialdini principles with AI. The SCARF model ensures that they are ethical. The combination of SCARF and Cialdini does not exist, but is made possible by generative AI. You as a human can ask AI to combine both. AI will then interpret how it can combine the two. The result: something unique and a great example of generative AI, made possible by humans.
Please note: AI will not do this on its own, because SCARF and Cialdini are never connected in the data. Using SCARF for something completely different doesn’t seem logical either. Ask AI how it can combine both for your application
5 benefits of using the SCARF model from now on
- The SCARF model focuses on universal human needs. By focusing on these needs, you prevent influencing being experienced as manipulative. Instead, the process becomes people-oriented, where the other person feels seen, heard and respected.
- In many influencing techniques (such as scarcity or social pressure) there is a risk of manipulation, where people unconsciously make decisions that are not in their own interests. SCARF helps avoid this.
- SCARF creates a context in which people feel valued and connected. This not only leads to more effective influencing, but also to better relationships, long-term trust and a sense of cooperation instead of competition.
- An important question in ethical influence is: “why do I influence someone?” The SCARF model can help evaluate your intentions.
- The SCARF model encourages influencing to focus on mutual benefits.
Also try using the SCARF model in other applications. Think of an email to your boss, legal advice to a customer or as a municipality in communication with your citizens. Ask AI how you can use this for your application.
Source: www.frankwatching.com
