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6 principles of Persuasion that will change your life... and that of your visitors.
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PERSUASIONHerding the digital sheep
“… best presentation in years! Some guy, Slideshare
1. The Theory
Life = making choices
more information=
more difficult to choose
more choice available=
more difficult to choose
During evolution, man has developed
semi-automatic reactions to helphim make choices
Must. Buy. Stuff. Online.
Some guy we’ll mention at theend of the presentation boiled it
down to 6 BASIC PRINCIPLES
1. Reciprocity2. Scarcity3. Liking4. Authority5. Social Proof6. Commitment/Consistency
1. RECIPROCITY
« you scratch my back,I’ll scratch yours »
Use reciprocity to give things awayfor free and people will return
Do you consider going back whenyou got something for free?
Do you consider going back whenyou got something for free?
Do you consider going back whenyou got something for free?
People are inclined to returnfavors you have done them
What do you do whensomeone follows you on twitter?
If you just read a good article and theauthor asks you to promote it, will you?
Chances are you’re already givingstuff away for free
Free newsletterFree RSS feedFree tutorialsFree tipsFree webinar/podcastFree softwareFree trial…
Ask your users/visitors to promoteyour content in return for what they get
2. SCARCITY
We all love a goodstampede
When something is scarce,people automatically perceive it
as more valuable
« …created scarcity around a virtual good and that creates buzz. »
Scarcity is particularly effectivein e-commerce environments
Scarcity in time
Scarcity in amount
« Triple Whammy »Limited accessLimited timeLimited stock
3. LIKING
Ever denied a requestfrom a friend?
If people like you, they’ll be back
Problem: they’re not talking to you,they’re looking at a computer screen
Put a face on your activity
Use handwriting,it’s human
Are we seeing reciprocity here?You consume his content, he asks
you to check out the banner
Fair deal or fair deal?
4. AUTHORITY« The doctor said so »
Establishing authority makes iteasy for people to choose youover the next attention sucker
Endorsement from influencers
Endorsement from experts/users
Once your authority is established,
you can start rolling
5. SOCIAL PROOF
We are all sheep
In a world of ever increasinginformation, we rely on other people’s
choices to make our own
From reviews to reviews of reviews
Ninja Squirrels watched496,663 times?
That must be good, right?
6. COMMITMENT/CONSISTENCY
The moment you decide on something,You start convincing yourself it’s the right choice
People want to be engagedmake it as easy as possible for them
Security OK in headerlowering threshhold
Why shop with us?feed the masses
1. love your selection2. easy online site3. delivery out of this world
Did we mention « triple whammy »?
Combine these elementsto herd the digital sheep
Social proof + authority: « nr 1 »
Social proof Scarcity
Scarcity
The logo: likingScarcity
Appealing to childhood: liking
Liking (handwriting) + commitment (free)
Social ProofAuthority
In one place – easy – instant : lowering threshhold to increase commitment
Social Proof (3 million) +Commitment (simple way)
Authority
Authority
Liking
Liking + Authority + Social Proof
This presentationWould not have been possiblewithout
Robert Cialdini
Read his widely acclaimed book INFLUENCE, I personally recommend it
I’m ThomasThis is actually one of the first pictures when googling my name – don’t ask
I do e-commerce:www.bagazoo.comwww.chocolateque.comwww.essentialist.beand others…
If you liked this presentation, please follow me:twitter.com/thomasvdc
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