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PRINCIPLESCIALDINI'S
6OF INFLUENCETHE PSYCHOLOGY OF PERSUATION
PRINCIPLES OF 1 INFLUENCE
HOW DOES IT WORK?
RECIPROCITY
PRINCIPLES OF 1 INFLUENCE
Reciprocity - How does it work?
If you do something nice forsomeone, they’ll do something nicefor you — return the favor, tit for
tat…you get the idea.
PRINCIPLES OF 1 INFLUENCE
Reciprocity - How do you apply it?
Regardless of yourbusiness, there’s probablysomething you can give
away. e.g. free samples
PRINCIPLES OF 2 INFLUENCE
COMMITMENT&
CONSISTENCYHOW DOES IT WORK?
COMMITMENT &CONSISTENCY
When people are presented with anidea or appeal that fits their self-image,
they are very likely to convert.
People who make commitmentstend to follow through with those
commitments.
PRINCIPLES OF 2 INFLUENCE
How does it work?
Who is your customer
UNDERSTAND
Their desires and self image
TARGET
For some action
ASK
COMMITMENT & CONSISTENCY - howto apply it?
PRINCIPLES OF 2 INFLUENCE
PRINCIPLES OF 2 INFLUENCE
commitment and consistencye.g. Dove's Social Campaign
PRINCIPLES OF 3 INFLUENCE
How does it work?
Social
Proof
Social Proof - How does itwork?
People will buy, see, do what otherpeople buy, see, and do.
PRINCIPLES OF 3 INFLUENCE
PRINCIPLES OF 3 INFLUENCE
CREATE CONTENT THATGETS COMMENTED ON. USE
TESTIMONIALS. SHOWFACEBOOK LIKES ANDTWITTER FOLLOWERS.
63% LIKES1500
Social-proof - How Do You Apply It?
PRINCIPLES OF 4 INFLUENCE
AUTHORITY
Authority figures wield enormousinfluence: People will respect and listen
to authority figures who have animportant message, an effective style,and a platform from which to speak.
"INFLUENCE BY AUTHORITY IS ANINCREDIBLE SOURCE OF POWER."
PRINCIPLES OF 4 INFLUENCE
Authority - How Does It Work?
IT IS POSSIBLE TO GAIN AUTHORITY THROUGH
CONTENT MARKETINGWITH MORE CONTENT YOU WILL BEGIN TO GROWYOUR PLATFORM, ASSERT YOUR EXPERTISE, AND
GAIN THE RESPECT OF OTHERS WITHIN THAT NICHE.
PRINCIPLES OF 4 INFLUENCE
Authority - How do you apply it?
LIKING
PRINCIPLES OF 5 INFLUENCE
WHY?
LIKING - HOW DOES IT WORK?
Because you have establishedrelationships with them.
PRINCIPLES OF 5 INFLUENCE
The people most likely to buy from you arepeople that like you.
PRINCIPLES OF 5 INFLUENCELIKING - HOW DO YOU APPLY IT?
Usepeople pictures.
Usea normal humanvoice in yourwriting.
Createa positive andactive socialpresence.
Scarcityhow does it work?
PRINCIPLES OF 6 INFLUENCE
If people think thatsomething is going torun out, they will rush tobuy it.
(scarcity doesn't need to be a reality. peoplesimply need to think that something is scarcein order to be compelled into action.)
scarcity - how does it work?
PRINCIPLES OF 6 INFLUENCE
SCARCITY - HOW DO YOU APPLY IT?
1. Put a timeline on it.
△ Tell users that signup is closing on Friday.△ If it’s a sale, put an expiration date on it.
2. Put a number on it.
△ Declare that your webinar will be capped at 500attendees. △ Your sale is limited to the first 200 purchasers.
PRINCIPLES OF 6 INFLUENCE
Cialdini’s principles can and should affect everyarea of our digital marketing experience– From
landing page design, to branding, to socialinteraction.