(Robert
Let this man
rsuade
B. Cialdini) pe
YOU!
A ”book review-presentation chimera”
by Jussi Laakkonen
jussilaakkonen.wordpress.com

Psyc hologist
Scholar , Ph.D.
30 years
Resea rcher for
tanford
iting pro fessor, S
Vis

at Work
irman, Influence
Cha
resenter
Ren owned p

ractice
nce: Science & P
Influe

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nce: Science & P
> Inf lue
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over one
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ractice
nce: Science & P
> Inf lue
Yeah,
over one
M ILLION
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a book that
N ot bad for Jonestown
explains thend department
massacre a ain frenzies!
s tore barg

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over one
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seat belt.
F asten your
He re we g o.

goi ng to
Oh a nd I ’m
er o nly 15 ways
cov to be
th i n g .
to leave some book
read fro m th e

Plea se call again if the lines are busy.
Social pro of >> inconvenience
Everybody’s buying, hurry up
and don’t miss out!

If people li ke me do it...
Social proof on steroids
when it comes from
> People like yourself
> People you relate to

We produce 50% more litter today...
WRONG!
Social proof works also for
negative actions.
Marginalize the negative actions
”O nly 2% of people litter”

You are better than average!
Social proof from statistics
attracts us to wards the middle.
Reward hig h performers to avoid
them drift ing back to the middle.

Was t hat vanilla cherry d iet cola+vitamins?
Too many options leads to
decision paralysis.
... and besid es line extensions dilute the
brand and lead lower overall sales
(Positioning, Al Ries & Jack Trout)

Free isn’t valuable
If you bundle or offer gifts,
highlight the real value.
Free software included! vs.
Software worth $500 included!

High-end boosts mid-range sales
High-end = reference point
Expensive high-end ->
mid-range b ecomes a fair deal

Fear by itself paralyzes
Offer a solution, actions to take.
Without actions pointing out risks
only instills fear and denial.

H ow can I help you?
Recipro city is a strong norm.
... and the world would be a better place
if we all asked how we can help other us.
people, instea d asking how they can help

J ohn, thanks for f illing this form!
Personal is persuasive.
Hand writing + Post-It Notes FTW!
Writi ng the note also commits
the write r himself to his words!
... more proo f why Scrum’s post-it note
boards & daily stand up meetings work.

Wow, they really g o an extra mile!
S ignificant, unexpected,
personalize d gifts go a long way.
Attention, extra mints after meal,
repeating my order word for word
-> a b igger tip for the waiter

We’ve already done it on your behalf
You are free to participate or not.
Recip rocity back in action.

Favor s go out of fashion
As time passes the value of a
favour diminishes.
Gentle refreshing restores value.

WE’ll mark you d own as a yes and
let the others know y ou are coming.
We want to remain consistent.
Espec ially if others know.
Even more if w e gave reasons why.

H ere’s your card, and we’d like to
g iv e y o u t w o f ree stamps on it.
Mo tivated to collect all +
Personalized gift
No strings attached
A loyalty c ard with 2/10 marked
beats a card with 0/8 hands down.

ex a mpl es
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ex a mp l es
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ex a mp l es
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ex a mp l es
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live &w itty
A

ex a mp l es
Gr eat
ally use ful
Re
E as yr ead
live &w itty
A title
Tru e to the

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