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6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
6 Principles of Persuasion
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6 Principles of Persuasion

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An adapted version of my presentation to the Design for Persuasion conference in Brussels, Oct 2009. This version was presented to the London IA event Nov 2009.

An adapted version of my presentation to the Design for Persuasion conference in Brussels, Oct 2009. This version was presented to the London IA event Nov 2009.

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  • 1. 6 Persuasive Principles for Digital Effectiveness<br />Richard Sedley<br />
  • 2.
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  • 9. http://architectures.danlockton.co.uk<br />
  • 10.
  • 11. Trigger the behavior!<br />High motivation<br />Increasing likeliness to perform target behavior<br />Low<br />motivation<br />Low<br />ability<br />High<br />ability<br />BJ Fogg: behaviormodel.org<br />
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  • 14. www.behaviormodel.org<br />
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  • 16. 01Persuasion Windows<br />
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  • 20. Persuasion windows open…<br /><ul><li> when you are in a good mood
  • 21. when your world view no longer makes sense
  • 22. when you can take action immediately
  • 23. when you feel indebted because of a favour
  • 24. immediately after you have made a mistake
  • 25. immediately after you have denied a request</li></ul>Persuasive Technology: Using Computers to Change What We Think and Do, BJ Fogg<br />Stanford University, Persuasive Technology Lab, 2003<br />
  • 26.
  • 27. 02Storytelling<br />
  • 28. Storytelling<br />Copyright: Steve Double - www.double-whammy.com<br />
  • 29. Elements of a good story<br /><ul><li>PASSION to make your customers care
  • 30. a HERO to drive the action
  • 31. anANTAGONIST to challenge the hero
  • 32. a moment of AWARENESS where the hero realises how to overcome his or her obstacles
  • 33. TRANSFORMATION wherein the hero accomplishes his or her desired goals</li></ul>The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business, <br />Richard Maxwell & Robert Dickman<br />
  • 34. 03<br />Social proof<br />
  • 35. Social proof<br />Experiment: Milgrim, Bikman and Birkowitz<br />
  • 36. Social proof<br />
  • 37. 05<br />Error / correction<br />
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  • 39.
  • 40. 05Reciprocity<br />
  • 41. 44%<br />completion accuracy<br />91%<br />completion accuracy<br />Reciprocity<br />A<br />B<br />Form<br />Whitepaper<br />Whitepaper<br />Form<br />Conversion rate = 84%<br />Conversion rate = 72%<br />Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli<br />
  • 42.
  • 43. 06<br />Relativity<br />
  • 44. Incentives and reciprocity<br />Value is relative<br />68%<br />32%<br />
  • 45. Incentives and reciprocity<br />Value is relative<br />16%<br />0%<br />84%<br />
  • 46. William-Sonoma £275 1988<br />
  • 47. Persuasive Principles for Digital Effectiveness<br />Persuasion Windows<br />Storytelling<br />Social proof<br />Error / correction<br />Reciprocity<br />Relativity<br />
  • 48. Thank’sfor listening<br />Richard Sedley<br />r.sedley@cscape.com<br />Twitter.com/richardsedley<br />

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